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WNBA players: NIL can help make our league more popular

DiDi Richards greets Baylor fans before the 2019 national championship game. (Kim Klement/USA TODAY Sports)

DiDi Richards didn’t think about developing her personal brand. It just sort of happened.

While playing basketball for four years at Baylor, Richards sported two curly pigtails on the top of her head, which she refers to as “puffs.” During Baylor’s run to the NCAA championship in 2019, Richards started seeing her hair everywhere. It got to the point where she joked that Baylor fans liked her hair more than she did.

“I would see shirts with emblems of my hair, or people would have hats with fake puffs on top,” she said. “So I think that like accidentally became my brand. It wasn’t something I tried to do, it just happened.”

Richards graduated right before NIL opportunities opened up for college players, but now that branding is such a priority for those at the NCAA level, it has a domino effect in the WNBA as well.

The formula seems simple: The more popular players become in college, the more fans will translate to the WNBA.

Recently, many professional players have made it a priority to return to their alma maters, participating in TV broadcasts and events and mingling with fans. Not only does this give them the opportunity to relive memories with their former programs, it also helps to bridge the gap between WNBA and college fans.

“All the people that are at that school, it just shows them where the game is going on the women’s side,” said Kelsey Mitchell, who recently returned to Ohio State for two games. “It’s crazy how, when you go back, how many people you remember, and when you have conversations with them you are able to reconnect.”

Mitchell says she was able to converse with Buckeyes fans who have now become Indiana Fever fans since the guard went second overall to the team in the 2018 WNBA Draft.

On Sunday, when No. 5 UConn plays No. 1 South Carolina, Napheesa Collier will be able to do the same when she returns to Connecticut. Collier is also looking forward to bringing her daughter, Mila, around the program for the first time since she was born in May.

A lot has changed for the new mother since she left UConn, but Huskies fans have not.

Collier says she sees UConn fans at her WNBA games with the Lynx, and that the people who watched her in college have stayed loyal to her and other Huskies in the pros.

“I don’t think that is the case for everyone though,” she said. “You see a lot of diehard fans and alumni and things like that at college games, and then you see a drop-off when it comes to the league.”

UConn is a historic program with a passionate fanbase, and Collier says she feels lucky to have that kind of support behind her, no matter where she is playing. But even the fanbases of other well-known programs don’t always translate from one league to another.

When Richards was at Baylor for the Bears’ rivalry game against Texas on Jan. 22, many of the fans didn’t even know she was in the WNBA, and that shocked her.

“They saw me and they were like, ‘Oh my god, what are you doing now? Are you enjoying life after basketball?’ Some people honestly don’t know that there is a next step and that I’ve taken that next step,” she said.

Richards thinks much of that disconnect stems from the older generation of fans. The younger ones follow her and other players on social media, so they see her posting about the WNBA. For those that don’t, there need to be other avenues for increasing visibility, such as visits to campus and the NIL market.

Current college stars like Aliyah Boston, Caitlin Clark and Paige Bueckers are already growing their personal brands and becoming household names, and they will only bring more attention to the WNBA when they turn pro.

Individual marketing endeavors also open doors for other players to negotiate deals.

“I think players like Paige are setting the bar really high,” Collier said of her fellow Husky. “It helps because you can use her as a comparison. Like, ‘OK, we know you have the money because you paid her this,’ or, ‘We know you have the resources because we’ve seen it already.’ So it gives us a leveraging point.”

The NIL era changed things drastically for college athletes, and though they missed out on it themselves, Richards, Collier and Mitchell are happy to see the college game evolving. Not only does it allow student-athletes to make money, but it also educates them on the business side of basketball, something they will need in the WNBA.

“That was something that was new once we left,” Collier said. “Then you are bombarded with trying to get sponsorships and doing activations. You kind of got hit with it all at once. Now they are used to it in college.”

But the increased opportunities can also lead to more stress for student-athletes.

“Coaches have told me that sometimes it can pull focus because players are sometimes more worried about themselves,” Collier said. “You have to have a brand and you have to be marketable for sponsorships to want to pick you up. If you’re not scoring, it becomes harder.”

Overall, Collier is thrilled about the addition of NIL opportunities, as are other WNBA players who missed out on the market.

“These kids work hard,” Mitchell said. “They tap into their craft day in and day out. They are sharpening their iron. I think they should enjoy the fruits of their labor.”

And if those fruits transfer to the WNBA, all the better.

Eden Laase is a Staff Writer at Just Women’s Sports. Follow her on Twitter @eden_laase.

‘Sports Are Fun!’ Rates the NWSL with Gotham FC’s Ryan Campbell

Cover image for Sports Are Fun! with Kelley O'Hara featuring the Washington Spirit.
'Sports Are Fun!' talks NWSL in the latest episode. (JWS)

Welcome to another episode of Sports Are Fun! presented by TurboTax.

Every week on Sports Are Fun!, co-hosts soccer legend Kelley O'Hara, sports journalist Greydy Diaz, and JWS intern BJ serve up their hottest takes on the biggest women's sports headlines.

This week, Sports Are Fun! talks all things NWSL with Gotham FC goalkeeper — and O'Hara's fellow Stanford alum — Ryan Campbell.

"We're five games in at this point and now I feel like things are starting to take shape — we can talk about them," O'Hara opens, referencing the start to the 2025 NWSL season. "I'm excited... the settling's happened, now we can get into season."

"So we're going to talk about what happened this weekend," she continues. "First on the list: Gotham FC. Thankfully we have our very own Gotham FC player in the house."

"I feel like what you're saying is like totally correct — the first three games, I think we scored not very much — a bit of a drought," says Campbell. "But, I mean, I practice with these girls every day. I know Ella Stevens can hit it upper-90, I know Esther's chipping me at practice. I know we have scoring power."

"We all had the sentiment and didn't really get discouraged and I don't think the staff was discouraged at all," she adds. "The resounding sentiment was, 'The rain's going to fall, like it's going to drop for us.' And I think you saw that against Angel City."

In addition to this weekend's NWSL action, Sports Are Fun! also tackles the WNBA Draft's viewership, the NCAA Gymnastics Championship, and so much more.

'Sports Are Fun!' reflects on former USWNT coach Vlatko Andonovski

Then, Sports Are Fun turned to coaching. The headline? Angel City bringing on new manager Alexander Straus from Germany's Bayern Munich.

What makes a good coach? What do players look for in a coach? O'Hara knows one thing — playing under USWNT coach Vlatko Andonovski wasn't exactly a learning experience.

"Hollywood's got a new hitman you guys," Campbell quips about Straus. "He has piercing blue eyes. They rival Leo DiCaprio."

"But can he coach a soccer team to a championship?" asks O'Hara.

"I've always wondered this," says BJ. "You played at the college level. You play now professionally, you played for the national team — how are you listening to a coach?"

"I think a good coach is going to go in and take a player as experienced as Christen Press, Sydney Leroux, and say, 'This is what I see. This is what I think you can bring to the team. This is how I'm going to utilize you in the system that I want to play,'" O'Hara answers.

"What is funny is — this is going to sound bad. I feel like I shouldn't say this. I don't feel like I learned anything new from Vlatko," she says, subsequently referencing the former USWNT coach. "And, actually, post-having him as a coach, I was like, 'Wow, is that on me? Did I stop learning or did he not coach me?"

"I had conversations with other other players about it. They were like, 'No, no, no, that was on him.' Because I feel like I was always open. I was like, 'I want to be coached, tell me how I can.' Because as a player, yes, you become the type of player you are, but you're never perfect."

Sports Are Fun! graphic featuring soccer legend Kelley O'Hara.
'Sports Are Fun!' places Kelley O'Hara at the intersection of women's sports and fun. (Just Women's Sports)

About 'Sports Are Fun!' with Kelley O'Hara

'Sports Are Fun!' is a show that’ll remind you why you fell in love with women's sports in the first place.

Join World Cup champ, Olympic gold medalist, and aspiring barista Kelley O'Hara as she sits down with sports journalist Greydy Diaz and a revolving cast of co-hosts and friends. Together, they're talking the biggest, funnest, and most need-to-know stories in the world of women’s sports.

From on-court drama to off-field shenanigans, to candid (and silly) chats with the most important personalities in the space, this show screams "Sports Are Fun!"

Subscribe to Just Women's Sports on YouTube to never miss an episode.

WPSL to Launch First-Ever 2nd Division U.S. Pro Women’s Soccer League

The new WPSL Pro league logo on a red-to-blue ombre gradient background.
The new WPSL Pro league is set to launch in 2026. (WPSL Pro Soccer)

The Women’s Premier Soccer League (WPSL) announced a plan to launch a Division II pro arm in 2026, providing a domestic stepping stone for players aspiring to top-flight leagues like the NWSL and USL Super League.

The same Cleveland ownership group that recently fell short of securing an NWSL expansion team is backing the venture, making good on their promise to bring professional women's soccer to Northeast Ohio.

The league will launch with a shortened season following the 2026 men's World Cup, before beginning its first full-fledged campaign in April 2027.

With 15 teams already confirmed, WPSL Pro intends to field clubs in an initial 16 to 20 markets.

Along with Cleveland, the inaugural WPSL Pro season will include teams in Austin, Atlanta, Dallas, Denver, Fargo, Houston, Oklahoma City, Sioux Falls, Wichita, and the Bay Area, among others. Each franchise will pay a $1 million fee to enter the league.

The WPSL has a history of fostering high-level amateur competition, currently housing over 100 clubs and boasting a roster of former players that includes USWNT icons Brandi Chastain, Alex Morgan, and Rose Lavelle. WPSL Pro, however, will become the US soccer pyramid's first-ever second-tier league.

"WPSL Pro is the bridge that's been missing — not just for players, but for the communities, investors, and brands ready to be part of the next chapter in women's sports," league co-founder Sean Jones said in a statement.

Caitlin Clark Scores 2nd Best-Selling Jersey Across WNBA and NBA Sales

Fans clamor to buy Indiana Fever star Caitlin Clark jerseys before a 2024 WNBA game.
Caitlin Clark sold the second-most basketball jerseys in the US in 2024. (Dylan Buell/Getty Images)

The No. 22 kit of Indiana Fever superstar Caitlin Clark weighed in as last fall's second best-selling basketball jersey in the US according to sports outfitter Fanatics, with the 2024 WNBA Rookie of the Year trailing only NBA superstar Steph Curry on the top sales list.

Clark's merch dominance is nothing new, however. Her Indiana jersey sold out less than an hour after the Fever drafted her as the overall No. 1 pick in April 2024, making Clark the top seller of any draft night pick in the company's history.

Even more, Clark's merchandise led last season's record-shattering WNBA sales, with Fanatics reporting that 2024 sales of player-specific gear earned a jaw-dropping 1,000% year-over-year increase by last summer's All-Star break — in large part thanks to the 2024 WNBA rookie class.

Fellow 2024 WNBA debutants Chicago Sky standout Angel Reese and then-Las Vegas Aces guard Kate Martin — Clark's NCAA teammate at Iowa — trailed the Fever star with the league's second- and fourth-most merchandise sales, respectively.

This year, a new WNBA rookie could give Clark a run for her money, as the No. 5 Dallas Wings jersey for 2025's No. 1 draft pick, Paige Bueckers, is already doing numbers at retailers across the country.

Already a brand mogul in her own right, Bueckers topped the 2024 NIL list as college basketball’s biggest earner via endorsement deals and merchandise sales prior to going pro.

Kenyan Runner Sharon Lokedi Shatters Boston Marathon Record

Kenya's Sharon Lokedi raises her arms in triumph as she crosses the 2025 Boston Marathon finish line.
Kenya’s Sharon Lokedi beat the Boston Marathon course record by over two minutes. (Erica Denhoff/Icon Sportswire via Getty Images)

Kenyan runner Sharon Lokedi shattered the women’s course record at the 2025 Boston Marathon on Monday, finishing the 129th edition of the race in 2:17:22 — more than two and a half minutes faster than the previous record set by Ethiopia's Buzunesh Deba in 2014.

The victory marked the 31-year-old runner's second major marathon championship following her 2022 New York City Marathon win.

After finishing second in the 2024 Boston Marathon behind fellow Kenyan Hellen Obiri, Lokedi avenged her runner-up status by overtaking the back-to-back defending champion in the final kilometer of Monday’s race.

"I'm always second to her and today I was like, 'There’s no way,'" Lokedi said of her rivalry with Obiri. "I just have to put it out there and fight 'til the end and see how it goes. I'm so glad I ran that fast and she was right behind me. We all fought and wanted this so bad."

All of this year’s top three finishers broke through the course record pace, with Obiri and Ethiopia's Yalemzerf Yehualaw joining Lokedi both at the finish line and in the Boston Marathon's record book.

Along with her $150,000 winner's check, Lokedi will pocket an additional $50,000 for claiming the fastest women's time in Boston Marathon history.

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