LSU’s Female Athletes Excelling in NIL, But How Does the University Support All Athletes?
Louisiana State University (LSU) is known for having a powerhouse athletics program, consistently producing winning teams and nurturing top-tier athletes.
However, in recent years since the passing of NIL, the university has shown success in cultivating savvy business-minded student-athletes.
Consequently, female athletes from LSU are taking the lead in the Name, Image, and Likeness (NIL) space, showcasing their entrepreneurial spirit and diverse interests beyond the sports arena.
The Rise of LSU Female Athletes in NIL Earnings:
Among On3’s top NIL earners list, three of LSU’s student-athletes are ranked: Angel Reese (Women’s Basketball), Livvy Dunne (Women’s Gymnastics), and Flau’jae Johnson (Women’s Basketball).
Positioning themselves as major players in the athlete-influencer space, Angel Reese has accumulated an impressive following of 5.2 million, Livvy Dunne with 12.4 million followers, and Flau'jae Johnson has garnered a notable 3.1 million followers across all their social media platforms.
These three NIL stars have attracted significant media attention for their success in the business side of college athletics.
For example, Sports Illustrated published an NIL edition article spotlighting LSU’s female athletes as leaders in the space.
Additionally, a Prime docuseries titled "The Money Game," set for release, will showcase the stories of four LSU athletes whose lives have been significantly influenced by their involvement in NIL. The athletes highlighted include Jayden Daniels, Livvy Dunne, Flau’jae Johnson, and Angel Reese.
Furthermore, the media coverage on LSU’s athletes is drawing more attention to the university.
This heightened visibility of Reese, Dunne, and Johnson has enabled them to secure many long-term partnerships, but how did they accomplish this?
Exploring the Why: Female Athletes at the Forefront:
What sets these three LSU female athletes apart is their ability to create content showcasing other aspects of their lives beyond their roles as Division I athletes. In other words, they are proving there’s more to their narratives than their athletic capabilities.
Reese, Dunne, and Johnson are leveraging their interests and hobbies to form authentic and purposeful partnerships.
For instance, Angel Reese, has ventured into the world of fashion with a collaboration with Fashion Nova, demonstrating her passion for styling.
Dunne, also interested in fashion and beauty, has a partnership with Vuori.
Meanwhile, Flau'jae Johnson, who has a love for making music, has joined forces with JBL.
In addition to the accomplishments of these female athletes, what is LSU doing to contribute to the success of their other athletes?
LSU’s Commitment to Athlete Success:
The university’s Associate Athletic Director for NIL and Strategic Initiatives, Taylor Jacobs, explains the athletic department’s goal with NIL:
“Our goal in athletics is to ensure our student-athletes receive the best education, build a strong brand and maximize opportunity during their time as a student-athlete.”
This commitment to athlete development is exemplified by initiatives such as The Livvy Fund, created by the NIL star, Livvy Dunne.
Fueled by donations, The Livvy Fund aims to equip female athletes with the tools and connections necessary to thrive in the NIL space. By providing exclusive industry insights and support derived from Dunne’s experience, The Livvy Fund stands as a testament to LSU’s comprehensive approach to nurturing athlete potential."
The Intersection of Athletics and Business:
Central to LSU's NIL strategy are three pillars: education, branding, and opportunity.
The education pillar ensures that both athletes and businesses are well-versed in compliance and NIL regulations.
The branding pillar focuses on understanding the student-athlete beyond their athletic achievements, aligning their values and interests with suitable brands.
Finally, the opportunity pillar, fueled by the Bayou Traditions collective, provides a platform for athletes to explore and capitalize on business opportunities.
The creation of the NILSU app is another approach to support athletes.
It provides educational tools to help athletes stay up to date with changes in NIL policy and legislation.
Businesses can connect with student-athletes for partnerships.
NIL contracts are auto-generated.
Payments can be easily facilitated.
Student-athletes have the ability to promote their personal brand with a detailed bio showcasing their achievements and skills.
Key Lessons from LSU's Approach to NIL:
As LSU athletes’ Reese, Dunne, and Johnson continue to excel in both athletics and in the world of business, the university has developed an approach to extend that success to their other athletes.
Through strategic initiatives focused on education, branding, and opportunity, LSU demonstrates a commitment to nurturing its athletes into well-rounded individuals.
Moreover, the NILSU app consolidates all NIL resources into one accessible platform, making it easier for student-athletes to navigate their journey.
Ultimately, LSU exemplifies the model for NIL implementation in universities. By creating opportunities, providing essential resources such as marketing and content creation advising to educate their athletes, and establishing support systems, the university empowers its athletes to navigate the business side of NIL with confidence and security.