Jaylin Smith
Professor Dissinger
WRIT 340
17 September, 2023
Writing Paper #1
NIL, otherwise known as Name, Image, and Likeness, allows for student-athletes to monetize their personal brand, whether it be through social media presence or the talents of their respective sport. Prior to 2021, the NCAA restricted athletes from profiting off of their image. With the introduction of NIL, it can be said that sports inequities have been further exacerbated. In the paper, I will elaborate on income inequality across mens and womens sports. More specifically, I will look at how women are undermined in the world of sports, and how they should be viewed as equals to men. Similarly, I will explain how the audience should understand the stereotypes which exist within men and women athletes.
In the space of athletes, it has always been known that men are more likely to thrive in their respective sport. When looking at who’s streamed on ESPN, or major streaming services, it is rare that a women’s sport is prioritized over a men’s. It is understandable, considering viewership is higher, but it is extremely unfair when looking at the space of NIL. The program was designed to benefit all athletes, regardless of their gender, sport, ethnicity and race, and economic factors; it would be solely based on their marketability. As a male athlete who plays football at one of the top football universities in the country, From another perspective, I could go out and seek an agent or brand deal, and it would be pretty simple as I attend USC, am male, and play football. If the roles were reversed, the simple fact of being a woman would set me back ten-fold.
From a financial standpoint, I cannot begin to understand the disadvantages women face as athletes, they already dedicate so much time to their sport that prevents them from making additional income, and failing to acquire financial resources through NIL worsens the problem. When looking at last year’s NCAA Women’s Basketball Championship with LSU and Iowa at the forefront, it was the first time in history that drew 9.9 million viewers (Deitsch, 2023). Angel Reese from Louisiana State University is one to credit for the attendance, and engagement throughout the championship series. Her social media presence prior to the start of March Madness made fans much more inclined to turn on the television and sit through a women’s basketball game. It could be said that even non-basketball fans were drawn to engage with content whether it be through television, or various social media platforms like Instagram or TikTok. “The note for improving the women’s sports revenue streams was ultimately to let them go and sell their rights on their own” (Christovich, 2021 ).
The NCAA serves as a prime example of being corrupt and solely prioritizing sports which generate the most revenue. On a deeper scale, universities across the country advertise and market athletes which are more prone to generating the institution the most revenue. “The NCAA’s design for success is to maximize the audience and support for mens sports, basically making men’s basketball the primary source for funding” (Christovich, 2021). When looking at marketing from this point of view, we must first understand that sports is driven by its fanbase. A fanbase drives viewership, which drives ticket sales and generates revenue. If a university is not strong at sports, their fanbase is weak and does not generate enough profit for a school to upkeep the respective sports. Historically, women are disadvantaged when compared to men, now, when looking at women’s sports it is a whole different ball game. Women are not nearly as strong as men, having genetics play a pivotal role in their physical development. The access to sports for women from a young age is much more limited than it is to men. That is, if women want to play flag football, chances are there is no league in their immediate vicinity. For men, the narrative is different, and access to sports has always been at arms reach due to social norms and gender roles. Women are expected to play female-dominated and “girly” sports, and not be “strong.” Women are not historically accepted in a weight room, football field, or basketball court. Instead, they are commonly accepted as cheerleaders, gymnasts, and dancers. These expectations have become unrealistic as time has passed and female empowerment has strengthened.
According to the NCAA, there is a committee dedicated to monitoring gender inequality within college sports, demonstrating the importance of gender equality to the board. As time passes, the question of whether or not these organizations genuinely care about the well-being of the athletes comes to light. We begin to question whether or not there are systems in place to support women to thrive in their sport and in NIL, and their personal lives, or if they are simply doing it to appear ethically just in the eyes of the media. It is important to understand the facade of social media, press releases, and statements. Instead, they can allocate the resources to football and men’s basketball in order to continue seeing their programs thrive, and hence, generate revenue.
Gender inequality will always play a role in society. It is embedded into our customs, and social standards, yet, we can do our best to bridge that gap in our respective communities in order to allow both individuals to be viewed as equals and equally prominent. Sports is an escape for athletes, and audiences alike. If we continue to treat athletes like commodities instead of people, we will never be able to see equality in sports. As the rules of NIL become more clear, and agents focus on representing athletes, we can continue to see a skyrocket of female sport viewership. The world of NIL and female sports is thriving, JuJu Watkins, Livvy Dunne, and Angel Reese are now household names. Whether or not individuals can call themselves fans of their team, or sport, they can say they know who they are due to their NIL value and presence. As time continues to pass, it will be interesting to see how the space continues to evolve, and how this will shift the dynamic for young girls looking to pursue professional sports, participate in the Olympics, or even work in the sports industry. The inequality exists within men and women’s sports, and in due time, they will be viewed as equals for the talent of their sport and NIL, not because of their gender.
References
NCAA Gender Equity Review Reveals Systemic Problems. (2021, August 3). Retrieved from Front Office Sports website: https://frontofficesports.com/ncaa-equity-review-reveals-systemic-problems/
Shea, R. D. and B. (n.d.). LSU vs. Iowa draws record 9.9 million viewers. Retrieved from The Athletic website: https://theathletic.com/4378088/2023/04/03/iowa-lsu-womens-national-championship-tv-ratings/
