For the first time ever, players participating in March Madness weren’t just dancing in their respective tournaments. Some are dancing to the bank through legally profiting from their name, image and likeness.

There were many historic moments from March Madness this year. In the NCAA Men’s Basketball Tournament, Kansas pulled off the largest comeback in title game history. While Cinderella program Saint Peter’s became the first No.15 seed to advance to the Elite Eight. While Duke head coach Mike Krzyzewski’s final season before retiring concluded in the Final Four. In the Women’s Tournament, South Carolina head coach Dawn Staley made history that transcends basketball. As the first Black head coach to win multiple Division I basketball national championships. South Carolina went wire to wire as the No.1 ranked team En route to their national title.

This is also the first tournament where the “March Madness” branding applied to both the men’s and women’s tournaments. The women’s tournament also expanded to match the men’s 68 team field. All coming after women’s players highlighted various disparities. Between the men’s and women’s tournament on social media last year. This year also marked the first time the tournaments were held in the name, image and likeness (NIL) compensation era.

One wonders what kind of NIL offers players from Saint Peter’s or women’s tourney Cinderella’s South Dakota are getting. After shining in the national spotlight last month. Saint Peter’s mustachioed star player Doug Edert recently signed a deal with Buffalo Wild Wings. One of the most fascinating moments from the women’s title game happened during the postgame celebration. When South Carolina player Destanni Henderson was asked about her clothing line. We are in an era where a college athlete can have their own clothing line without fear of being reprimanded by the NCAA. Then the NCAA dealing with the subsequent public backlash such a reprimand would get.

There have been recent reports about women’s college basketball players and NIL deals. Women’s basketball players are among the most high-profile beneficiaries of NIL compensation deals. According to data from NIL tech company Opendorse, women’s basketball ranks second in total NIL compensation per sport. With 17.8 percent of total NIL compensation deals. Compared to men’s basketball raking in 15 percent of NIL deals. Only football rakes in more than women’s basketball in terms of total compensation. Football is aided both by its popularity and the sports’ larger team rosters.

In women’s basketball’s case, NIL provides an opportunity to bring the sport more attention. Through additional opportunities for players to become widely known to the public beyond games. Media exposure remains a massive issue for women’s sports. While culture warrior politicians will try to convince you otherwise. Lagging media exposure is a much bigger issue for women’s sports. Compared to the debate over whether transgender women should be allowed to compete in women’s sports.

While University of Pennsylvania swimmer Lia Thomas is a talking point for political pundits. Consider this question, when was the last time you made a concerted effort to watch a college swim meet?

Many have probably never watched a college swim meet. Or many swimming events beyond the Olympics or Olympic Trials. Few swimming events are regularly broadcast by the big four broadcasters or basic cable networks. Beyond top tier programs or conferences, women’s college sports are still difficult for many to find on TV and the radio. Most Cincinnati, Xavier and Northern Kentucky women’s basketball games were only broadcast on premium streaming platforms this year. None were broadcast on a Greater Cincinnati area radio station. The same is true for many women’s basketball programs across the nation.

Along with having National Championship Game on Sunday evening. A more convenient time for many viewers compared to Tuesday night. More robust coverage of the women’s tournament on ESPN and ABC is helping the tournament’s audience grow. Through NIL and more so through utilizing social media. Women’s basketball players are also brand ambassadors for their school and sport. On a mission to make women’s basketball and women’s sports overall more popular.