The NIL Playbook: What Sports Are Winning or Losing

When you think of NIL, you—like most people—probably think of college football players. They’re typically the athletes landing the biggest deals. On average, the top 25 college football players earn around $294,000 annually. In comparison, the average NIL earnings for a top 25 softball player are about $88,000. That means football players earn roughly 34 times more than their softball counterparts. This gap is largely due to how much more revenue football generates for universities.

College football dominates the landscape of college sports in the United States. No other collegiate sport matches the atmosphere, fan engagement, or media attention football receives. Because of that, football brings in significantly more money to athletic departments. According to ESPN Press Room, college football averaged 5.8 million viewers per game across 46 national broadcasts in 2024. In contrast, softball games on ESPN platforms averaged only 190,000 viewers. The media coverage football receives plays a massive role in driving this difference in exposure and, ultimately, NIL potential.

Another major factor is star power. Football consistently produces high-profile athletes with massive social media followings. Brands love partnering with players like Travis Hunter, who already have built-in audiences. It reduces the need for additional marketing—these athletes are walking ad campaigns. That kind of reach is much rarer in softball. However, there are exceptions. Texas Tech made headlines by spending $1.2 million on an NIL deal with pitcher NiJaree Canady, making her one of the highest-paid softball players to date.

If softball wants to close that gap, there are a few things it can focus on. One is boosting athlete branding and social media presence. Encouraging players to consistently post content on platforms like Instagram and TikTok can help build personal brands that are more attractive to sponsors. Another important step is increasing broadcast exposure. Partnering with ESPN to air more games on its main channel—rather than ESPN2 or ESPN+—would bring in more viewers and grow the sport’s fan base. Lastly, enhancing storytelling is key. Highlighting players’ journeys—especially those who have overcome adversity or hardship—can help create emotional connections that draw in both fans and brands.

Will football continue to lead the way in NIL earnings? Probably. But that doesn’t mean other sports like softball can’t learn from what’s working. With strategic investments in branding, media exposure, and storytelling, softball athletes can position themselves to secure bigger and better NIL deals in the future.