NiJaree Canady became the first NCAA softball athlete to surpass the $1 million mark in Name, Image and Likeness (NIL) earnings — and it’s increasingly clear she won’t be the last.
Softball has long been one of the most-watched women’s college sports, but recent momentum has pushed it into an even brighter spotlight. Over the past two years, national broadcasts of the Women’s College World Series have averaged 1.1 to 2.2 million viewers, a jump of roughly 25% from 2023. More viewers mean more marketability, and NIL dollars are quickly following.
The Deal That Reshaped Softball NIL
Canady, now a star pitcher at Texas Tech, stunned the sport when she transferred from Stanford ahead of the 2025 season. Upon arriving in Lubbock in July 2024, she signed a groundbreaking NIL contract with Texas Tech’s collective, The Matador Club, valued at $1,050,024 — instantly making her the highest-paid softball player in college history.
The terms included:
- $1 million in compensation
- $50,000 for living expenses
- $24 to represent her jersey number
Canady then justified the investment by delivering a dominant 2025 season. She earned Big 12 Pitcher of the Yearhonors and led the Red Raiders to their first-ever Women’s College World Series, reshaping expectations for what softball stars can earn.
Year Two: Even Bigger Numbers
For the 2026 season, Canady secured another NIL agreement with The Matador Club worth $1.2 million, elevating her profile even further. Her value isn’t limited to collective partnerships — the surge in softball’s national popularity has turned her into a true marketing magnet.
Canady now holds at least seven additional endorsement deals, partnering with major brands such as Adidas and MLB Play Ball Weekend, a reflection of how much her personal brand resonates beyond the collegiate game.
As the sport’s first true seven-figure NIL athlete, Canady hasn’t merely benefited from softball’s growth — she has helped accelerate it.
A Wave of Softball NIL Earners Following Behind
While no one currently approaches Canady’s earnings, several standout players across the country are seeing major returns in the NIL marketplace.
Jordy Bahl — Nebraska Pitcher
Bahl’s national profile has made her one of the top earners behind Canady. Although her exact NIL total is not public, she holds a major agreement with Midwest Bank, appearing in promotional campaigns and brand content. Additional partnerships further elevate her standing.
Maya Brady — Former UCLA Star
Brady, now playing professionally for the Oklahoma City Spark in Athletes Unlimited, capitalized on her NIL opportunities during her UCLA career. She was the 2024 Pac-12 Player of the Year and quickly became one of softball’s most visible athletes, aided by her well-known family ties — niece of NFL legend Tom Brady and MLB veteran Kevin Youkilis. Her most notable college-era partnership was with Wescom.
Oklahoma’s NIL Core
The University of Oklahoma has consistently produced elite teams and marketable athletes. Among the Sooners’ biggest earners are outfielder Jayda Coleman, catcher Kinzie Hansen, and infielder Grace Lyons, all of whom have secured multiple endorsement relationships during their careers.
NIL Softball Earnings Comparison Table
| Athlete | School / Team | Reported NIL Deal Value | Additional Deals | Notable Brand Partners | Notes |
|---|---|---|---|---|---|
| NiJaree Canady | Texas Tech | $1,050,024 (2025) | 7+ | Adidas, MLB Play Ball Weekend | Highest-known NIL earner in softball history |
| Jordy Bahl | Nebraska | $1.2M (2026) | Multiple | Midwest Bank | Featured in promotional video campaigns |
| Maya Brady | Oklahoma City Spark / formerly UCLA | Not publicly disclosed (believed #2 nationally) | Multiple | Wescom | 2024 Pac-12 Player of the Year |
| Jayda Coleman | Oklahoma | Not publicly disclosed (college portfolio) | Multiple | Various | Major NIL presence at OU |
| Kinzie Hansen | Oklahoma | Not publicly disclosed | Multiple | Various | Prominent Oklahoma NIL athlete |
| Grace Lyons | Oklahoma | Not publicly disclosed | Multiple | Various | Longtime standout in OU’s program |
Learn More About the NIL Landscape
Name, Image, and Likeness plays an increasing role in college sports, and understanding how it works often requires more than individual articles or news updates.
RallyFuel is a platform focused on NIL-related topics across college athletics. It brings together information about athletes, NIL activity, and the broader structure behind modern college sports, helping readers explore the topic in more depth.
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