The NCAA’s ruling allowing students to profit off their name, image, and likeness (NIL) has opened up a lucrative new world for college athletes. As brands and agencies move to embrace NIL opportunities, several female athletes are well-positioned to take advantage of the new policy.

These are the Top 10 in line for a payday:

1. Paige Bueckers, University of Connecticut

@paigebueckers

Paige Bueckers has been making headlines since high school, and after a dominant freshman year at UConn, the basketball star is now a household name. With 906,000 followers on Instagram and a strong national profile boosted by a memorable appearance at the ESPYs, Bueckers is one of the most popular college athletes in America today. Singing with Wassermann Media Group, a Los Angeles-based sports marketing and talent company, Bueckers is likely to leverage her platform for lucrative NIL deals, with some estimates predicting the basketball star could make $1 million a year in partnerships and endorsements.

View this post on Instagram

A post shared by Paige💕 (@paigebueckers)

2. Suni Lee, Auburn University

@sunisalee

Suni Lee was the breakout star of the Tokyo Olympics after winning individual gold in women’s gymnastics and capturing the world’s attention. Lee’s Olympic success earned her a spot competing on this season of ABC’s Dancing with the Stars, only elevating her growing profile. Now at the Auburn University, Lee is set to benefit the most from NIL deals due to her rising fame (and 1.6 million Instagram followers).

View this post on Instagram

A post shared by Sunisa Lee (@sunisalee)

3. Hailey Van Lith, University of Louisville

@haileyvanlith

Haley Van Lith had a strong debut season for Louisville, leading the women’s basketball team to an Elite Eight appearance and the ACC Championship game while earning a spot on the ACC All-Freshman Team. The breakout Louisville star also boasts a sizeable social media following, including 703,000 fans on Instagram, making her a true beneficiary of NIL changes. In August, Lith signed with Octagon, a talent management agency, embracing the potential for forthcoming partnerships and endorsements.

View this post on Instagram

A post shared by HVL (@haileyvanlith)

4. Cameron Brink, Stanford University

@cameronbrink22

Cameron Brink is quickly becoming one of the most recognizable athletes in college basketball after helping Stanford take home the NCAA 2021 Women’s Basketball Championship in her freshman year. Off the court, Brink is a savvy social media influencer, with 160,000 followers on Instagram and a series of brand deals. The Stanford star is among a growing group of young athletes to sign with Wasserman, adding to her NIL earnings potential.

View this post on Instagram

A post shared by 𝐂 (@cameronbrink22)

5. Sarah Fuller, Vanderbilt University

@sarah_f27

Last year, Sarah Fuller made NCAA football history, becoming the first woman to play and score in a Power Five football game as a kicker for the Vanderbilt University football team. She’s a uniquely marketable talent who has also signed with Wasserman, leveraging her 146,000 Instagram followers. She currently plays goalkeeper for North Texas as a graduate soccer transfer.

View this post on Instagram

A post shared by Sarah Fuller (@sarah_f27)

6. Sedona Prince, Oregon University

@sedona._

Sedona Prince is not afraid to speak up. Last year, Oregon’s power-forward and center took the sports world by storm after highlighting the weight room disparities between the women’s and men’s 2021 NCAA basketball tournaments. Now, the basketball star boasts a loyal social media following on both Instagram and TikTok, making Prince one of college’s most marketable athletes.

View this post on Instagram

A post shared by Sedona Prince (@sedona._)

7. Haley Jones, Stanford University

@haley.jonesss

Haley Jones is one of the most talented college basketball players on the court today, having led Stanford to a 2021 NCAA Championship while being named the MOP of the Final Four. Her impressive run to a national title catapulted Jones to prominence, with the basketball star throwing out the first pitch at a San Francisco Giants game over the summer. Jones’s on-court success, combined with her charisma off the court, makes her a compelling and viable college sports figure.

View this post on Instagram

A post shared by haley j (@haley.jonesss)

8. Caitlin Clark, University of Iowa

@caitlinclark22

Caitlin Clark is lighting up the court for Iowa basketball and Team USA, leading the U.S. Under-19 squad to a gold medal in the FIBA World Cup in August. As one of college basketball’s top talents and scorers, Clark will likely be a magnet for NIL deals, something the Iowa star has expressed interest in. “As a female college athlete, valuable opportunities could come in our college career that may not be given at a professional level, especially with the support of female athletics we have here in the state of Iowa.”

View this post on Instagram

A post shared by Caitlin Clark (@caitlinclark22)

9. Zia Cooke, University of South Carolina

@z.loading_

University of South Carolina basketball guard Zia Cooke is one of the first athletes to take advantage of the NIL rulings, inking a deal with Bojangles and putting on a for-profit basketball camp in her hometown of Toledo, OH. With 196,000 followers on Instagram, Cooke’s NIL profile is likely to continue to grow.

View this post on Instagram

A post shared by Zia Cooke (@z.loading_)

10. Kaila Novak, UCLA

@kailanovak_

Kaila Novak, the UCLA soccer star, had a breakout 2020 season, earning her stripes as a Pac-12 All-Freshman honoree. The sophomore also has a significant social media following, including 131,000 followers on Instagram, where she promotes specific brands, including nate, a shopping app.

View this post on Instagram

A post shared by Kai :) (@kailanovak_)

In this week's episode of The Late Sub, host Claire Watkins digs into what happened to Gotham FC's 2024 superteam — and whether the NWSL is built for such blockbuster rosters.

With the NJ/NY club kicking off with the same record over the first seven matches in 2025 as the 2024 roster achieved, Watkins uses Gotham to explore "a case study of how a super team does not work in the NWSL."

First, Watkins explains exactly what is meant by a superteam, defining the concept as being rooted in procuring massive talent through free agency — a strategy Gotham employed by signing four former No. 1 NWSL Draft picks and current USWNT veterans Rose Lavelle, Emily Sonnett, Tierna Davidson, and Crystal Dunn to build their 2024 superteam.

"Gotham is a perfect example of why super teams do not translate to the NWSL," says Watkins. "They were very good last year, they finished top four, they make it to the semifinals. They didn't win anything."

The reasons for the failure of a superteam in the NWSL, according to Watkins, include the pressures faced by players balancing the needs of their stacked club roster with their individual development needs to stay atop the international game.

"They need to be playing a certain amount of minutes. They need to be playing in certain positions," notes Watkins. "These players get notes from their US coaches on what they want to see. It's not a failing of anybody's character. It's their job, it's their livelihood. To get back to that level, they have to kind of be of two minds of what's best for them."

NWSL business model rewards parity over superteams

Watkins also digs into the role of the salary cap in NWSL teams' ability to retain top talent.

"It really doesn't seem like the salary cap is going anywhere, and that means the NWSL isn't in a place to reward established stars for the wages that they probably deserve," says Watkins.

Comparing the US league to European dynasties like Chelsea, Lyon, and Barcelona, Watkins explains, "That is not what the NWSL is built for. It's not really what the NWSL wants."

Instead, argues Watkins, the NWSL rewards "teams that build in a different way," by scouting less recognized talent and "building them up into All-Stars" — a "bottom-up" method that creates the league's most successful teams.

It's a lesson that Gotham is learning with the equitable success the club is experiencing this season, despite losing a significant amount of big-name talent from their 2024 superteam in the offseason.

"They haven't really stumbled in the wake of these departures, proving my point," remarks Watkins.

Ultimately, "the NWSL has decided that they don't really want the Gothams of the world," argues Watkins.

"They don't want roster stashing or this top-down talent that can really bulldoze a league. That is the opposite of what the NWSL is selling. And I think that's both cool and a little bit of a harder road sometimes."

About 'The Late Sub' with Claire Watkins

The Late Sub with Claire Watkins brings you the latest news and freshest takes on the USWNT, NWSL, and all things women's soccer. Special guest appearances featuring the biggest names in women’s sports make TLS a must-listen for every soccer fan.

Follow Claire on X/Twitter @ScoutRipley and subscribe to the Just Women’s Sports newsletter for more.

Subscribe to The Late Sub to never miss an episode.

The city of Columbia, South Carolina, honored South Carolina head coach Dawn Staley with her very own statue this week, reflecting the three-time national champion leader's legacy as a change-maker in women's college basketball.

The 14-foot bronze likeness, which sits just next to the university's alumni center, reflects Staley's championship prowess, with the statue showing the coach on a ladder holding a cut-down basketball net.

"This statue is a tribute, but it really doesn't encompass what she's delivered for us as a community, what she's done for women’s sports, what she's done for young people, especially young women,” Columbia mayor Daniel Rickenmann told reporters before Wednesday's ceremony.

View this post on Instagram

A post shared by Just Women’s Sports (@justwomenssports)

A legendary coaching resume

After her decorated pro career, the six-time WNBA All-Star and three-time Olympic gold medalist took over the South Carolina coaching job in 2008, building the program into the behemoth it is today.

To date, Staley has led the Gamecocks to nine SEC regular-season titles and nine conference tournament crowns as well as seven Final Fours — including appearances in the last five NCAA tournament semifinals.

The four-time National Coach of the Year is far from done, though.

Staley, who turns 55 years old on Sunday, inked a contract in January to remain with South Carolina through the 2029/30 NCAA season.

That blockbuster deal — worth over $25 million — makes her the highest paid women's college basketball coach in history.

Staley agreed to statue to increase representation

Staley's statue now joins one of former star player and now reigning three-time WNBA MVP A’ja Wilson, who saw her own likeness installed outside Colonial Life Arena in 2021.

Though initially opposed to becoming a bronze sculpture, Staley later acquiesced to the honor in order to boost the currently low numbers of US statues depicting women, particularly Black women.

"I agreed to the statue not for me, but for the girl who will walk by one day and wonder who I was," Staley said at the Wednesday unveiling. "Maybe she'll look me up. She'll see that I did some things in basketball, of course — but I hope she sees much more."

"I hope she sees that I was a champion for equity and equality. That in my own way, I pushed for change... not as someone perfect or extraordinary, but as a regular girl who used her gifts to open doors so other girls wouldn't have to knock as hard."

The legendary 1999 World Cup-winning USWNT is heading to Hollywood, with Netflix announcing Wednesday that the streamer is in development on The 99'ers, a feature film based on Jeré Longman’s book The Girls of Summer: The US Women's Soccer Team and How It Changed the World.

Like Longman's book, the film will chronicle the USWNT's journey to winning the 1999 World Cup before a then-US record crowd at the Rose Bowl — as well as the ongoing impact that victory has on women's sports worldwide.

View this post on Instagram

A post shared by Just Women’s Sports (@justwomenssports)

Helmed by Liza Chasin from 3dot Productions as well as a production team that includes actor Ryan Reynolds, who co-owns third-tier UK men's soccer club Wrexham AFC, the film will be directed by Nicole Kassell.

Kassell, who's resume includes The Leftovers and The Americans, earned both an Emmy and Director's Guild Award for her work on the HBO series Watchmen.

Screenwriters Katie Lovejoy and Dana Stevens, who wrote Netflix's Love at First Sight and The Woman King, respectively, will pen The 99'ers script.

View this post on Instagram

A post shared by Just Women’s Sports (@justwomenssports)

Netflix boosts women's soccer content in lead-up to World Cups

This is far from Netflix's first foray into women's sports, with the streamer boasting documentaries on tennis star Naomi Osaka and gymnastics legend Simone Biles, among others — and a new series on F1 Academy women drivers dropping later this month.

Even more, the content giant is all-in on women's soccer. After chronicling the 2023 World Cup journey of the USWNT in a four-part docuseries, Netflix closed 2024 by snagging the exclusive US broadcast rights to the 2027 and 2031 Women's World Cups.

While Netflix acquired the rights to Longman's book in 2020, the timing of The 99'ers development is likely an effort to bolster the broadcaster's women's soccer content in the lead-up to the upcoming World Cups.

The Chicago Stars parted ways with second-year manager Lorne Donaldson on Wednesday, as the last-place NWSL club attempts to bounce back from a dismal 1-5-0 start to the 2025 season.

"We are grateful to Lorne Donaldson for the culture, respect, and sense of self-belief he helped build within our squad. We appreciate his work and wish him the best for the future," said Stars GM Richard Feuz in a club statement.

Stars assistant coach Masaki Hemmi will step up in an interim capacity while the Chicago front office conducts its search for a replacement for Donaldson.

View this post on Instagram

A post shared by Just Women’s Sports (@justwomenssports)

Depleted roster a factor in Stars' struggles

Following an eighth-place finish and short-lived playoff push in 2024, a relatively dormant offseason transfer window, and a somewhat controversial rebrand, Chicago has struggled to find results this season — due in part to a dwindling lineup.

The team's opening day roster featured only six defenders — including an injured Natalia Kuikka, who has yet to make her 2025 club debut after suffering a knee sprain while on international duty with Finland in February.

Superstar USWNT forward Mallory Swanson also remains out indefinitely, having missed the first six games of the NWSL season due to personal reasons.

When points aren't coming, front offices often try to shake things up with sideline changes — though Chicago's troubles appear to extend far beyond the former head coach.