The changing college sports landscape has women’s programs turning to philanthropy as funding dries up

As interest in women's sports continues to surge and preparations for the 2028 Summer Games in Los Angeles intensify, college athletic programs face mounting challenges in sustaining their women's programs, according to advocates. Danette Leighton, CEO of the Women's Sports Foundation, argues that the focus on college football has stifled the growth of women's sports.

She urges donors to allocate their funds directly to programs that align with their passions, such as women's gymnastics or men's tennis, by establishing scholarships and endowments. The recent $2.8 billion House settlement, which allows schools to distribute over $20 million in revenue to athletes, primarily benefits football and basketball.

A Senate bill aims to provide protections and funding for Olympic and women's sports. Financial advisers like Celene Funke warn that schools may face a dilemma when commercializing high-profile sports, as they risk losing overall support if they fail to capitalize on NIL opportunities. Rebecca Paul, CEO of the Tennessee Education Lottery, established a $12 million estate gift for Butler University to create an endowed fund for women's athletics.

Paul, who as a gymnast competed before Title IX protections, emphasizes the importance of women's sports in developing leadership skills. She calls for reassessing the fairness of current compensation structures for athletes, arguing that if students can earn money in academic labs, they should be able to earn it on the athletic field as well.