Advocates for women’s sports say increased commercial pressure tied to college NIL (name, image and likeness) deals is straining college athletic programs, particularly in sports beyond major revenue events. They argue that without additional support, women’s Olympic-style disciplines that rely on the college system could face further financial and recruiting pressure.
The discussion also comes as broader interest in women’s sports rises. Separately, Olympic organizers are preparing for the Los Angeles 2028 Summer Games, and advocates say Olympic sports have not been able to develop evenly because attention and investment in the college model have largely centered on college football. Women’s Sports Foundation CEO Danette Leighton says philanthropy could help by funding women’s programs directly through endowments and targeted scholarships.
Both sources frame philanthropy as a potential buffer rather than a replacement for existing funding, emphasizing scholarships for sports such as women’s gymnastics or men’s tennis to reduce reliance on commercial opportunities created by NIL.
