Since the emergence of NIL (name, image, and likeness) rules in the NCAA (in 2021), the reactions to accepting the change have remained a mixed bag. While athletes like Olivia Dunne, Alia Armstrong, Jayden Daniels, and Angel Reese have seen the brighter side, several sports analysts and connoisseurs have found it as the cause of the problems, by implementing the change. They have argued that the institutes could use it to lure the athletes to join their camps and afterward use their NILs to make a profit. In some way, it might be true. But there’s a bigger challenge waiting in the NCAA, especially in gymnastics. 

Serving college gymnastics for several decades, Jay Clark, Olivia Dunne’s coach in the LSU Tigers, knows one or two things regarding college sport. And his takes on the present state of the gymnasts do not give any silver lining. 

Olivia Dunne earns the dimes after a long fight 

In the recently released docuseries, The Money Game, Olivia Dunne and other spearheads from the LSU Tigers have appeared, showing the impact of NIL deals at the college levels. Because of the rules, now they can add millions to their purse without facing the hindrance. But the overall situation hasn’t changed much, especially in gymnastics. In Episode 6, coach Jay Clark could be heard grieving, “For our sport, there’s no NBA, there’s no NFL. There’s no opportunity for these kids, after they complete their collegiate career, to go on and to do it professionally.” In this junction, the routes of Olivia Dunne and Angel Reese or Jayden Daniels change. 

According to SponsorUnited’s 2023-24 report on NIL marketing partnerships, Angel Reese secured 26 deals in the past year, positioning her as one of the frontrunners in NIL endorsements. Now, as she enters the WNBA, leaving behind her college basketball career, she has already established an exclusive partnership with Panini America. Adding her WNBA deals to the mix could keep Reese at the top of any list for having the most endorsement deals. The same holds true for Jayden Daniels.

After leaving the LSU Tigers with a Heisman Trophy in his locker, the 23-year-old secured a four-year contract worth $37.75 million, including a $24.3 million signing bonus, with an option for a fifth year. During his time with the LSU Tigers, he was instrumental in securing major deals. However, as Jay Clark points out, gymnasts don’t have the same options since there isn’t a professional league after college, so they need to maximize their opportunities in college gymnastics. Olivia Dunne has openly reflected on this situation.

Landing the external motivation in the added contracts 

In February this year, coach Jay Clark faced the media before the much anticipated gymnastic fight against the Florida Gators. On both pages and in reality, the Gators remained miles ahead of the Tigers. So before facing them in their den, Clark advised his protégés to find motivation within themselves to continue the fight. He had reminded them that there wouldn’t be any external motivation. Did he mean any prize money or deal? If he did, then he could be quite right on his point. 

SponsorUnited’s report reveals that gymnastics accounted for 18% of NIL deals in women’s college sports—nearly half of what basketball garners. The ongoing challenge remains the lack of major leagues for gymnasts after college, which helps justify Olivia Dunne’s success in securing high-value deals. She has made it clear that even in her extended fifth year, she plans to boost her NIL valuation further. But the real question is, will her presence influence the overall landscape of deals in women’s sports? What do you think?