As the 2024 NCAA Division I Women’s Volleyball Championship approaches, all eyes are on Louisville where the nation’s top teams will face off December 19 and 22. The Final Four matchups are set, featuring Pittsburgh vs. Louisville and Penn State vs. Nebraska. The championship marks a celebration of excellence, not just for the athletes, but for the sport as a whole. The increasing visibility of Women’s Volleyball has sparked a surge in opportunities for its players in 2024, particularly through influencer marketing deals.
The Impact of NIL on College Volleyball
In just a few years, the NIL landscape for college volleyball has expanded dramatically. From year one to year two, Women’s Volleyball saw a 365% increase in NIL compensation (July 1, 2022, to July 1, 2023). This past season saw another impressive leap, with a 123% increase in athlete compensation in year three (July 1, 2023, to July 1, 2024). From day one of NIL to the end of year three, the growth rate was 935% (July 1, 2021, to July 1, 2024). The expectation is continued growth as advertisers and colleges continue to invest in women’s sports.
Most DI schools are also planning to allot a percentage of their revenue-sharing dollars for Women’s Volleyball beginning in July 2025, should the House v. NCAA settlement be approved. This steady growth reflects the growing recognition of women’s sports, and particularly volleyball, as a viable platform for advertisers and sponsors.
The Explosion of Women’s Sports Revenue
The commercial boom of women’s sports, driven in part by NIL influencer marketing, is undeniable. According to recent projections, live audiences for women’s sports are expected to grow from 4.1 million to 5.2 million by 2027. This increase in viewership has translated into substantial financial gains. ESPN has already reported that the 2024 NCAA Volleyball regular season was its most-watched ever, with games averaging 140,000 viewers – up 21% from the previous year. This spike in viewership is a clear indication of the expanding fan base and market for the sport.
The 2024 NCAA Volleyball Regionals also delivered record-breaking viewership, with an average of 401,000 viewers—up an impressive 98% year-over-year. This year featured the five most watched regional matches ever, a clear testament to the growing excitement around the sport.
For the broader women’s sports market, the numbers are equally impressive. In 2024, projected revenue for women’s sports is expected to reach $1.28 billion, marking a staggering 300% growth since 2021. As a part of this movement, college Women’s Volleyball is not just part of the conversation – it is helping lead the charge in creating new opportunities for female athletes.
With women’s live sports audiences projected to rise from 4.1 million to 5.2 million by 2027, one thing is clear—the future is female. pic.twitter.com/mCaBbmXtRk
— Opendorse (@opendorse) November 26, 2024
Athletes to Follow: Building Brands On and Off the Court
Bre Kelley – Pittsburgh
Instagram: bre.kelley TikTok: brekelley19
Anna DeBeer – Louisville
Instagram: anna.debeer TikTok: anna.debeer
Izzy Starck – Penn State
Instagram: izzystarck TikTok: izzystarck
Harper Murray – Nebraska
Instagram: harpermurrayy TikTok: harperrmurrayy
The Final Four is here, and the stage is set for an unforgettable display of Women’s Volleyball action in Louisville. Don’t miss out:
No. 1 Pittsburgh vs. No. 1 Louisville, 6:30 p.m. | ESPN
No. 1 Penn State vs. No. 1 Nebraska, 30 min. following | ESPN
Looking Ahead: The Future of Volleyball and NIL
As the championship game approaches, we’re reminded of the profound changes taking place in the world of sports. Youth participation in volleyball is booming, with the sport reaching a record-breaking 479,125 girls playing at the high school level during the 2023-24 season.
The University of Nebraska drew 92,003 for an outdoor Women’s Volleyball match at Memorial Stadium in 2023 – a record for the largest crowd to watch a women’s sporting event in the United States and a world-record attendance for any women’s sporting event. The level of the game continues to rise, with two professional leagues now shaping the future of the sport in the U.S.: the Pro Volleyball Federation and League One Volleyball (LOVB Pro). Both leagues are creating opportunities for domestic players to compete professionally without needing to pursue careers overseas. Women’s Volleyball is poised to continue its rise, both in visibility and earnings. This is not a moment—it’s a movement.
