For anyone familiar with college softball, it should come as no surprise that it is one of the 7 Top-Paying NIL Collegiate Sports. The game, fueled by its passionate players, is entertaining and fast-paced. From the trademark dugout cheers to the condensed field that ensures fast-paced play, to sport-specific specialities like underhand pitching and slap-hitting, college softball is more than the female version of baseball–it's a brand of its own. 

Speaking of brands, let's talk NIL. Traditionally, NIL money has gone to the sports that make the most money and have the largest TV presence. While not as popular as college football or men's basketball, softball viewership has been steadily growing.

Related: The Best Time to Contact College Softball Coaches

Last year, the Women's College World Series attracted 1.2 million viewers per game on average and peaked at over 2 million viewers. The championship series between Oklahoma and Florida State, a rematch of the 2018 championship, averaged 1.84 million viewers. Both these numbers topped the Men's College World Series by approximately 450,000and 700,000 viewers, respectively, despite the fact that the women's championship aired on a weekday afternoon–not ideal viewing time!

The number of people watching college softball has directly impacted the NIL earning potential of the athletes. After unseeded James Madison, lead by star pitcher Odicci Alexander, defeated No. 1 Oklahoma, Alexander's Instagram account gained over 7,000 new followers that day and over 50,000 in the next six days. Alabama pitcher Montana Fouts also saw her following increase by a hefty amount, gaining 44,504 new followers on Instagram in seven days during the WCWS.

After the 2021 WCWS, players like Alexander and Fouts boosted higher post engagement rates and more followers than many Power Five football players. The ever-increasing popularity of college softball has allowed players and teams alike to cash in on more NIL deals. 

• Fouts has signed deals with Diamond Kinetics, Dirtroad Outfitters, Fanjolt, Pure Country Automotive, joined Cameo, and even started her own Be the Blessing youth camps.  
• The entire Florida State softball team partnered with FTX, a cryptocurrency exchange, in December. According to Forbes, the deal is reported to be worth $80,000 so long as the players fulfill the outlined promotion. 
• Jaiden Fields, sister of Justin Fields and Georgia outfielder, is an ambassador for Chipotle. 

Increased TV presence and viewership has encouraged companies to invest in the sport and its players. Currently, softball is the fastest-growing NCAA sport. With a 339.6% revenue increase in the last year, the college softball players should have the opportunity to earn more NIL deals. This June marks the first WCWS in which the players will be able to capitalize on postseason fame in the NIL space. It's safe to say they're sure to hit it out of the park.

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* Originally published on April 15, 2022, by Chloe Singer