Heard of the Cavinder twins? Paige Bueckers? If not the NCAA, then Angel Reese from the WNBA? Many people connect these names to the sport they play. However, these student-athletes have upped their NIL games by completely utilizing each and every trick possible with platforms like TikTok becoming the center stage of their off-court talents. But with the Chinese social media platform set to be banned on January 19th in the US, things just might go haywire for a few of the athletes using the space for their visibility.

The future of TikTok in the United States hangs in the balance as the app faces its most significant challenge yet. Unless the parent company, ByteDance, sells its platform ahead of the deadline, the social media platform is most likely out of the USA. TikTok isn’t just an app, it’s a cultural movement, captivating over 170 million devoted users in the U.S. who spend an average of 51 minutes a day scrolling, creating, and sharing. It has redefined how we connect with others, showcase our creativity, and consume content. Transforming moments of our daily lives into bits of viral videos and reshaping the digital landscape in ways never seen before.

The potential TikTok ban in the United States poses a significant risk to women basketball players, who have built strong personal brands leveraging the platform. These athletes have capitalized on TikTok’s massive reach to secure lucrative sponsorship deals through their name, image, and likeness (NIL) valuations.

With the platform’s 170 million monthly U.S. users, TikTok provides a direct connection to fans and sponsors, making it an essential tool for amplifying its marketability. A ban would strip these athletes of a key income stream, significantly diminishing their earning potential.

Biggest Losers in the Hooping world due to the ban

At a time when WNBA players are working to increase their visibility and income in a market that still undervalues women’s sports, TikTok has been a game-changer for these athletes. It enabled them to establish themselves as influential figures both on and off the court. Without it, they face a steeper uphill battle in securing financial stability and expanding their brands. With a US ban on the horizon for TikTok, the hooping world could face a major financial setback.

Let’s uncover who stands to lose the most if TikTok disappears.

Angel Reese

With a loyal fanbase of 5.2 million followers on TikTok, the Bayou Barbie showcases her athletic talent, personality, and brand partnerships. Through TikTok, Reese has successfully turned her star power into a powerful monetization tool, securing deals with major brands and leveraging her platform to boost her NIL.

According to Daily Express US, Reese stands to lose a massive portion of income due to the upcoming TikTok ban. With her star power and massive engagement, the LSU former national champion could see her lose up to $4,424.75 per sponsored post if the ban goes through.

Having been pretty vocal about her WNBA salary, the TikTok ban could hugely affect her diverse revenue streams and impact her financial stability.

The Cavinder Twins

Haley and Hannah Cavinder quickly became TikTok stars during the pandemic, gaining millions of followers with their energetic and entertaining videos. The basketball superstars are playing their trade with the Miami Hurricanes after a short stint in the WWE soon transformed what was a fun time activity into a business opportunity. They leveraged their channel to gain brand deals and sponsorships which in turn boosted their NIL.

Over the years they have managed to gain 4.5 million followers and over 167 million likes on their TikTok page. As they moved to Miami for their senior year, they made waves both on and off the court, showing that social media can be just as important as in-game performance in the modern-day sports world.

With the TikTok ban on the horizon, the Cavinder twins, much like Angel Reese, are set to lose a significant source of income. Their TikTok profile has been key to their success in securing brand partnerships and building their personal brands.

Paige Bueckers

One of the best players in the NCAA circuit, Paige Bueckers is already the critics’ favorite to be the first pick in the WNBA draft. Thanks to her brilliant performances this season for the UConn Huskies. She is averaging 19.4 points, 4.4 rebounds, and 3.8 assists per game while shooting 56% from the field this season.

But we are not here to talk about her playing abilities, are we? We are already quite familiar with that! And pretty sure you must be familiar with this Husky guard showing off her moves either solo or alongside her teammates.

Paige has built an impressive portfolio of brand endorsements with partnerships with Nike, Chegg, and Bose to name a few. This has all been possible due to her strong fan following on platforms like TikTok. She was able to leverage her TikTok to land many of these brand deals and boost her NIL in the process.

She has a mammoth 3.1 million followers and over 50 million likes on her TikTok profile where she regularly updates her fans with basketball highlights, personal moments, and sponsorship deals.

Te’a Cooper

Tea Cooper was last seen playing in the WNBA in 2021. But that hasn’t diminished her popularity at all. She has amassed over 1.5 million followers and 15.1 million likes in her TikTok. The veteran guard who was last seen playing basketball in France was one of the first women’s basketball athletes the Jordan brand ever collaborated with, marking it a significant moment in her career.

This has all been possible because she was able to leverage her social media to get the deal. With Te’a currently without a pro deal, you would assume her major revenue stream would be her social media handles. However, the looming TikTok ban poses a significant threat, potentially cutting off a major stream of her earnings and impacting her ability to capitalize on her social media influence.

Flau’jae Johnson

Flau’jae is not only one of the hottest prospects in the NCAA scene right now but she is also a rapper, student, and an aspiring businesswoman who recently dipped her toes in the world of podcasting. The junior guard of the LSU Tigers is averaging 20 points and 6.2 rebounds per game this season. She recently made the Forbes 30 under 30 list which estimates her net worth to be around $7 million.

Flau’jae is already signed up to Jay Z’s Roc Nation and has had collaborations with artists like Lil Wayne. She has been updating her loyal fanbase about her day-to-day life on platforms like TikTok which has 1.6 million followers and over 21 million likes.

TikTok has been a game-changer for Flau’jae Johnson, helping her secure high-profile brand deals with Puma, Powerade, and Amazon. Through her engaging content, she’s built a strong connection with her audience, making her a sought-after ambassador for major companies.

There’s no denying that the loss of TikTok could be a disaster for the basketball world. From Bueckers’ groovy dance moves to Reese’s latest updates, fans would too lose on a lot. But could this be a chance for them to think outside the box? Only time will tell.