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Louisville’s Hailey Van Lith is ready for our brave new NIL world

(C. Morgan Engel/Getty Images)

Hailey Van Lith barely had time to relax this summer, let alone keep up with the flurry of developments surrounding name, image and likeness rights for college athletes.

After Louisville’s basketball season ended in a loss to Stanford in the Elite Eight of the 2021 NCAA Tournament, Van Lith spent most of her summer in Los Angeles training with skills coach Jordan Lawley. She worked on her game and on re-building her confidence after a freshman season she says was “up and down” for both the team and her mentally.

She wasn’t thinking much about NIL legislation and what it would mean for her until she got a text in late June. Van Lith learned that Kentucky governor Andy Beshear had just signed an executive order making Kentucky the seventh state to allow college athletes to profit off of their name, image and likeness by July 1.

“I had always been dreaming of what I could do with it, but I don’t know if I ever really took it seriously, just never having seen anything like that done before,” Van Lith said during a sitdown interview in midtown Manhattan before the NBA Draft late last month.

Six days after Kentucky signed its bill into law, the NCAA adopted an interim policy granting NIL rights to all current and incoming student-athletes. From there, Van Lith’s eyes were opened to a whole assortment of possibilities.

“It’s just crazy,” she said. “We have so much potential to grow the game and allow ourselves to be successful, but the rules have kept us held back till now. So, I think we can really explode and take it over.”

Van Lith remembered an Opendorse report that came out during the NCAA Tournament in March estimating the annual earnings for the top athletes in the Elite Eight based on their social media followings, market size and school revenue. Eight of the top 10 athletes listed were women, and Van Lith was projected to make $965,000 annually, more than any other athlete by a wide margin.

The No. 7 recruit in the 2020 class, and the highest-ranked player to sign with the Cardinals since 2015, Van Lith had a following before she arrived at Louisville. She lived up to that promise during her freshman season, earning a spot on the All-ACC Freshman Team after averaging 11.2 points per game as a starting guard alongside senior Dana Evans. By the time of the Elite Eight in late March, Van Lith had 696,000 followers on social media.

The timing of the report’s release wasn’t lost on Van Lith. Just weeks earlier, the NCAA had come under fire after social media posts revealed disparities in facilities and resources between the men’s and women’s basketball tournaments, forcing NCAA president Mark Emmert to apologize.

“I think the biggest part is everyone’s like, ‘Oh, people don’t want to watch women’s basketball,’ but the times they’ve actually put it on main TV channels where people can find it, it gets watched,” Van Lith said. “I think with NIL, allowing individuals to push that more than just schools and universities, there will be a lot more push behind getting those games broadcasted and brands getting more involved with individual players.”

Indeed television ratings for the women’s NCAA Tournament this year were up, and Van Lith’s own social media following has grown since then, as well.

She now has 713,0000 followers on Instagram and has multiple people helping her determine what and when to post, including her parents. She also signed with Octagon as one of the sports agency’s first NIL representation clients.

“Sometimes I’m like, wow, there’s way too many people that care about what I want to post,” Van Lith said. “I’m mindful about what I can and can’t do and like, ‘Will this help me target the right audience if I post this?’ There’s a lot more thought going into my social media now than there was before.”

In both her words and her actions, Van Lith points to two near-term consequences of the NIL rules: With money on the line, athletes will start behaving like businesses. And female athletes, in particular, will finally know their actual value.

Just as the Opendorse report was released amid the outcry over the NCAA’s handling of the women’s basketball tournament, NIL rules are changing at the same time that we’re beginning to understand the depth of the NCAA’s gender inequities.

The Kaplan report, published last week after an investigation by an outside law firm, found that the NCAA has systematically undervalued its female athletes, especially its high-profile basketball players. Now Van Lith and other stars have an opportunity through individual deals to create a more accurate picture of the value they bring.

But Van Lith isn’t just in it for the money.

She says she’s focused on working with brands that align with both her interests, such as streetwear and fashion, and with causes that are important to her. At the top of her list are companies that are committed to elevating women in sports.

“Whether that’s incorporating teammates into my deals or other women athletes that I think deserve a platform, I have an opportunity to give them that platform and just push for representation of more female athletes,” she said.

Van Lith also recognizes the racial disparities that exist in the marketing and media coverage of athletes and wants to help be a part of the solution. Paige Bueckers’ call to shine a light on Black women during her acceptance speech at the ESPYs in July resonated with Van Lith, who has played with Bueckers on the USA Basketball youth circuit.

“Now it’s my job to make sure other girls behind me get that same platform,” Van Lith said. “I’m obviously white and a lot of my teammates are Black, and just making sure that I push them because I know that they deserve it just as much as I do.”

Van Lith is just starting to learn how to navigate the NIL landscape and the responsibilities that come with being more than a student-athlete. It’s a lot for a 19-year-old to wrap her head around, but Van Lith hasn’t had much time to think about it in the past few weeks.

After watching her boyfriend, Jalen Suggs, get drafted fifth overall by the Orlando Magic in New York City, Van Lith flew to France to compete with Team USA in the 3×3 U23 Nations League tournament. Playing two to three games every day from Aug. 2-4, Van Lith and her U.S. teammates — including Louisville transfer Emily Engstler — finished second in the standings behind the host country. From there, she headed back to Louisville for basketball camps and will get just a short break before classes start on Aug. 22.

Then, it’s onto the college basketball season, which Van Lith is calling “national championship or bust” for Louisville. The Cardinals lost Dana Evans to graduation and the WNBA, but they have multiple transfers, No. 12 recruit Payton Verhulst and a more self-assured Van Lith leading them in the backcourt.

“Last year, I didn’t always trust myself. I would have confidence dips, and at the highest level, it’s hard to have confidence dips because the competition is so tough,” she said. “I grew up a lot. I know a lot more about making relationships with teammates and how to just connect with people and make them better. So I’m really excited about next year.”

In an NIL world, excitement abounds in more ways than one.

2025 WNBA Season Tips Off with Action-Packed Friday Lineup

The Golden State Valkyries and LA Sparks tip off a 2025 WNBA preseason game.
The Valkyries play their first-ever official league game in Friday's 2025 WNBA season tip-off. (Supriya Limaye/ISI Photos/Getty Images)

The 2025 WNBA season is finally here, with Friday's official tip-off leading an opening weekend full of tough competition and simmering storylines.

The reigning champion New York Liberty enter as odds-on favorites, but results are nearly impossible to predict after a very active offseason across the league.

This weekend's slate features new builds, regional rivalries, and plenty of fresh faces as top 2025 draft picks log their first pro minutes.

  • Minnesota Lynx vs. Dallas Wings, Friday at 7:30 PM ET (ION): This year's No. 1 draft pick Paige Bueckers makes her official WNBA debut as revamped Dallas tests itself against a Minnesota team still stinging over last year's title loss.
  • Los Angeles Sparks vs. Golden State Valkyries, Friday at 10 PM ET (ION): The Valkyries play their first-ever regular-season game, looking to form an identity against downstate rivals LA, led by new Sparks addition Kelsey Plum.
  • Las Vegas Aces vs. New York Liberty, Saturday at 1 PM ET (ABC): The 2023 champs meet the 2024 title-winners in a heavyweight clash that sees 2024 MVP A'ja Wilson take on a confident New York team led by guard Sabrina Ionescu.
  • Chicago Sky vs. Indiana Fever, Saturday at 3 PM ET (ABC): Last year's rookie headliners Caitlin Clark and Angel Reese meet again in Indiana, with the regional rivals relying on both incoming vets and young cores to write their next chapters.

Packed with great matchups, this weekend is the ideal tip-off for a 2025 season that promises to be a wild ride — no matter which WNBA team you follow.

No. 1 Kansas City Faces No. 2 Orlando in Top-Table NWSL Weekend Match

Orlando's Marta dribbles the ball past Kansas City's Nichelle Prince during the 2024 NWSL semifinals.
Orlando ousted Kansas City in the 2024 NWSL semifinals. (Dustin Markland/Getty Images)

The NWSL is back in action this weekend with a top-table match, a bicoastal battle, and some middle-of-the-pack clashes as the 2025 season enters its ninth matchday.

Parity is riding high these days, with just three points dividing the No. 1 Kansas City Current and No. 3 Washington Spirit in the NWSL standings — while only three more separate the No. 4 San Diego Wave from the No. 8 Seattle Reign.

With competition remaining tough as nails, don't expect much more daylight between teams following this weekend's tense lineup:

  • No. 7 Gotham FC vs. No. 4 San Diego Wave, Friday at 7:30 PM ET (NWSL+): Coming off a two-game winless streak, Gotham is still searching for consistency as they take on a confident San Diego side that hasn't lost in four games.
  • No. 9 Racing Louisville vs. No. 8 Seattle Reign, Friday at 7:30 PM ET (NWSL+): All tied up with 11 points each, Seattle will look to hold off Louisville as Racing continues to hunt the club's first-ever playoff berth.
  • No. 2 Orlando Pride vs. No. 1 Kansas City Current, Friday at 8 PM ET (Prime): There's little love lost between these NWSL titans, as the reigning champion Pride takes on hosting duties in an attempt to leapfrog current top-dog Kansas City in Friday's marquee match.

In a season dominated by topsy-turvy results, the pressure to secure points week-over-week weighs heaviest on the teams who know they have the talent to rise above the rest.

Esther Extends Gotham Contract Amid MVP-Quality NWSL Season

Gotham forward Esther celebrates a goal during a 2025 NWSL match.
Gotham FC's Esther currently leads the 2025 NWSL Golden Boot race. (Hannah Foslien/NWSL via Getty Images)

This season's NWSL Golden Boot leader Esther González is sticking with Gotham, with the Spanish international extending her contract with the NJ/NY club through 2027.

After helping Gotham to a first-ever NWSL championship in 2023, González earned the league's Best XI Second Team honors last year before launching a red-hot campaign this season.

The 2023 World Cup winner has tallied seven goals in nine games for Gotham in 2025, showcasing a blistering rush of form that has her sitting two goals ahead of the next Golden Boot race contender.

"Above all, it's about how I've felt during these two and a half years with Gotham FC," González said in Thursday's team announcement. "Continuing to be happy both on and off the field is really important. To keep enjoying myself and representing Gotham's colors, which I truly identify with, is something really incredible."

Gotham's continued investment underlines the 32-year-old's case for 2025 MVP candidacy, as award frontrunners start to emerge one-third of the way through the 2025 NWSL season.

González leads the NWSL in shots on target while sitting fourth in expected goals per 90 minutes, with her scoring outpacing many of her peers.

Other players crafting strong 2025 NWSL MVP resumes include Kansas City's 2024 MVP Temwa Chawinga and comeback star Debinha, Angel City wunderkind Alyssa Thompson, and Orlando sharpshooter Barbra Banda.

FA Cup Finalist Chelsea FC Heads to Wembley with Historic Treble in Sight

Chelsea defender Lucy Bronze heads the game-winning goal past Manchester United goalkeeper Phallon Tullis-Joyce in a 2025 WSL match.
Chelsea will aim for the domestic treble in Sunday's 2025 FA Cup final. (Molly Darlington - The FA/The FA via Getty Images)

Following a dominant 2024/25 campaign, Chelsea FC will look to cap their historic run by completing a domestic treble on Sunday, when they'll battle Manchester United for a third season trophy in the 2025 FA Cup final.

After securing the 2024/25 League Cup in March amidst an unbeaten run to a sixth-straight WSL title, the Blues will close out their season against the league's third-place finishers, the Red Devils, in London's iconic Wembley Stadium.

Should Chelsea secure the 2025 FA Cup, they will add a second domestic treble to their resume after clinching their first trio of trophies in the 2020/21 season. This time, however, they could do so in undefeated fashion.

"We are in a really good place, just the fact that we won the league being unbeaten," said first-year Blues manager Sonia Bompastor. "To end the season with an FA Cup final at Wembley against Man United is maybe the perfect way to end the season."

The 2023/24 Manchester United team and staff celebrate their first-ever FA Cup championship.
Manchester United seeks to defend their 2024 FA Cup title. (Visionhaus/Getty Images)

Manchester United hunts second straight FA Cup trophy

Standing between Chelsea and the treble are 2024 FA Cup champions Manchester United, who will take aim at their only trophy of the season partly behind the play of 2024/25 WSL Golden Glove winner and USWNT goalkeeper prospect Phallon Tullis-Joyce.

Man United enter as the game's undisputed underdogs, having dropped both their WSL regular-season matches against Chelsea in narrow 1-0 defeats.

Even more, the Red Devils must overcome a particular tough stretch of play, facing more than a month without a victory on their schedule.

Man United's last win was their 2-0 FA Cup semifinal victory over Manchester City on April 13th, with the Red Devils suffering a pair of losses and recording two draws to close out WSL play.

That said, United has experience downing the Blues on the FA Cup stage, ousting Chelsea from last year's semifinals en route to a club-first FA title.

Remarking that Manchester United "are a really strong team," Bompastor pointed out that the Red Devils "don't concede a lot of goals, and we need to remember that."

"You only get the trophy if you win, so we need to make sure going into the game we have the best preparation and we perform on the day."

How to watch Chelsea play Manchester United at the FA Cup final

The 2025 FA Cup final between Chelsea FC and Manchester United will kick off at 8:30 AM ET on Sunday.

Live coverage of the match will begin at 8:20 AM ET on ESPN+.

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