California College Athletes See Disparities in NIL Earnings
A first-ever analysis reveals uneven distribution of sponsorship money, with top male athletes and major sports dominating earnings while others struggle for support.
- Since California legalized NIL (name, image, and likeness) deals in 2021, millions of dollars have flowed to college athletes, with football and basketball players earning the most.
- Private donor collectives, rather than traditional brands, account for the majority of NIL funding, often using payments to retain top-performing athletes and discourage transfers.
- Female athletes and lesser-known sports receive significantly less compensation; for example, UCLA gymnasts earned over $2 million, while the women’s water polo team made just $152 despite a national championship win.
- Donor transparency remains limited, with many contributions funneled through collectives, making it difficult to trace exact sources or purposes of funds.
- A proposed NCAA settlement could allow schools to directly pay athletes, but experts predict disparities between sports and genders will persist under the new system.
CalMatters 
Almanac News 
