• Loading stock data...
Monday, July 21, 2025

Women’s College World Series Is Tight but Lucrative Earning Window for Softball Stars

An agent explains how brands navigate the uncertainty of not knowing which players will be in softball’s increasingly popular summer showcase.

Parker
The Oklahoman

Olympic gold medalist Natasha Watley had three thoughts when she first learned ace pitcher NiJaree Canady’s transfer to Texas Tech would come with a $1 million NIL contract

“What?”

“Wow!” 

“Why?!” 

Watley, a four-time first-team All American at UCLA in the 2000s and two-time Olympian, wasn’t shocked because she thought Canady’s talent wasn’t worth $1 million. She just never imagined seeing that kind of money in softball, ever. 

The college softball landscape is significantly different compared to when Watley was leading UCLA to its ninth Women’s College World Series title in 2003. Canady is an anomaly in the sense that she is the only player in softball with a seven-figure NIL deal, but others are earning up to six-figure amounts from brand deals and partnerships.

The most lucrative window for softball players is the sprint that is the WCWS, which started May 29 and ends later this week.

“A brand reached out and was like ‘We want to work with someone that’s going to go to the World Series,’” Lesley Feldman, the co-founder of women’s sports agency Players Collextive, told Front Office Sports. “I was like, ‘I can’t promise you if you work with an Oklahoma player that Oklahoma is going to be there.’” 

As it turns out, Oklahoma—a favorite to return to the Finals to compete for its fifth consecutive WCWS title—was eliminated in the semifinals by Canady’s Red Raiders. This year’s pre-finals games averaged 1.1 million viewers, up 25% from last year. Tennessee and UCLA’s elimination game on June 1 came in at 2.2 million viewers on ABC. Texas Tech’s win over Oklahoma averaged 1.6 viewers on ESPN. Last year, the WCWS Finals series between Oklahoma and Texas averaged 2 million viewers, breaking the all-time record.

These numbers significantly outstrip the regular season and those for what professional softball leagues have existed in the United States. 

Despite the uncertainty, Feldman is still able to negotiate with brands for pre-produced content that they can publish during the tournament regardless of where her clients’ teams finish. For example, Feldman had three clients who made it to the semifinals: Texas catcher Reese Atwood, Oklahoma utility player Ella Parker, and Oklahoma outfielder Kasidi Pickering. 

Brands were aware that these three had a strong possibility of competing for a national championship, so they negotiated with Feldman on rates and took the risk that they may be eliminated early. Atwood and Texas will face Texas Tech in the best-of-three series beginning on June 4 at 8 p.m. 

But it isn’t all risk. Brands can benefit whether an athlete makes it to the finals or not. 

“Ella hit a walk off home run [against Tennessee] to win the game and her following went up at least 1,500 followers just from that one hit,” Feldman said. 

Most players are primarily building personal brands using Instagram and TikTok, Feldman said. Parker has nearly 20,000 followers between TikTok and Instagram. Atwood has nearly 22,000 followers on Instagram alone. Canady has almost 95,000 followers across Instagram, TikTok and X.

Feldman declined to share specific earnings for her softball clients, but said it’s significantly higher than what they are making at the professional level. 

Athletes Unlimited Softball League—which just secured an eight-figure investment from MLB—offers an average player salary of $40,000, the highest in the United States. But players stand to earn more than double that amount off of NIL deals off of brand deals and in Canady’s case, directly from her school’s collective.

The challenge athletes and brands face is visibility after college. No U.S. pro softball league has been able to reach enough fans to stay viable, and Athletes Unlimited’s previous softball iterations produced viewership numbers that were a fraction of the WCWS.  

But with interest exploding in women’s sports and college softball ratings still climbing, MLB is betting that softball could prove popular on its platforms, with some marketing help from the baseball behemoth. AUSL games will appear on MLB Network and ESPN this summer.

Historically, though, many brands have dropped players after college, even if the player keeps playing in Japan or elsewhere, Feldman said. (She did say that bat and glove companies were more interested in keeping players.) 

The MLB deal and the lead up to the 2028 Los Angeles Olympics stand to increase opportunities to earn money outside of their salaries. 

“A lot of these brands are like ‘Oh, we want someone at the college space,’” Feldman said. “Because of the viewership. I’ve had to explain that to my pro players and say ‘Look, at the end of the day because you’re not getting the viewership that these college players are, you have to be more active on social media.’” 

Players in Watley’s era didn’t have the chance to use social media to boost their profiles. But Watley isn’t bitter about younger players making a living for the first time. “I’ve felt a sense of purpose and passion growing the game and continuing those opportunities,” she told FOS. “The reality of that is I don’t feel disappointment. I feel proud.” 

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jun 10, 2025; Cincinnati, OH, USA; Cincinnati Bengals quarterback Joe Burrow (9) jogs practice at Paycor Stadium.

How Federal Charges for Pawn Shop Owners Fit Into Wider String of..

They’re linked to a group charged with robbing several athletes’ homes.
Polymarket
breaking

Polymarket Set to Become Legal in U.S. After Buying Small Exchange

Derivatives exchange QCX was recently licensed by the CFTC.

Sabrina Ionescu Calls for Longer WNBA Break After ASG Blowout

Ionescu is frustrated with top players’ packed schedules.
Jun 29, 2025; San Francisco, California, USA; Golden State Valkyries center Temi Fagbenle (left) celebrates with guard Kaitlyn Chen (2) after scoring against the Seattle Storm during the third quarter at Chase Center

Valkyries Have Stunned the WNBA: ‘Nothing Has Held Us Back’

The maiden Valkyries have exceeded expectations and could set a revenue record.

Featured Today

Ryan Field Construction
exclusive

First Look Inside Northwestern’s $862 Million New Ryan Field

Five big things FOS learned on our exclusive stadium tour.
Jul 21, 2024; Ayrshire, SCT; Xander Schauffele celebrates with Claret Jug after winning the Open Championship golf tournament at Royal Troon.
July 17, 2025

The Boozy History and Traditions of The Open’s Claret Jug

The Open awards the world’s most famous wine decanter.
2025 PDC World Darts Championship Final - Luke Littler vs Michael Van Gerwen
July 16, 2025

A Teen Darts Prodigy Is Becoming Bigger Than the Game Itself

Luke ‘The Nuke’ Littler is cashing in on his devastatingly accurate shot.
May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive
July 13, 2025

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
(NCL_OSU_11_SUGAR_LAURON 04JAN11) Ohio State Buckeyes quarterback Terrelle Pryor (2) slips around the Arkansas Razorbacks defense during first half of the Sugar Bowl at the Louisiana Superdome in New Orleans, January 4, 2011.

Terrelle Pryor’s Case for NIL Backpay Dismissed in Court

Pryor played seven years in the NFL after leaving OSU amid a scandal.
Sep 28, 2024; Tuscaloosa, Alabama, USA; GOP Presidential candidate Donald Trump waves flanked by former Georgia Bulldogs player Herschel Walker, recording art Kid Rock, professional golfer John Daily, Alabama senators Tommy Tuberville (R) and Katie Britt (R) during the second half of the game between the Alabama Crimson Tide and the Georgia Bulldogs at Bryant-Denny Stadium.
July 16, 2025

President Trump Is Actively Working on an NIL-Related Executive Order

It’s unclear what the executive order would include.
Mar 21, 2025; Seattle, WA, USA; Memphis Tigers head coach Penny Hardaway walks off the court after losing to Colorado State Rams at Climate Pledge Arena.
July 17, 2025

Memphis Basketball and Softball Placed on NCAA Probation

Memphis has had multiple NCAA issues since hiring Penny Hardaway.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
July 16, 2025

Alabama’s New Era Contends With NIL—and Nick Saban Rumors

Kalen DeBoer is entering his second season as head coach.
Texas Head Coach Steve Sarkisian waits to lead his team out of the tunnel ahead of the Longhorns' game against the Baylor Bears, Saturday, Sept. 23 at McLane Stadium in Waco.
July 15, 2025

Is a Texas Takeover About to Hit the SEC, On and Off..

The Longhorns are favored to win the SEC in their second year in the conference.
Georgia takes the field for the first half of the SEC championship game against Texas in Atlanta, on Saturday, Dec. 7, 2024.
July 15, 2025

SEC Lands Starring Role in Netflix College Football Docuseries

Netflix brings its sports storytelling to the heart of SEC football.