Technically, women’s swimming is considered a non-revenue sport by the NCAA. But many swimmers are still earning money through Name, Image and Likeness (NIL) opportunities — just not at the levels seen in football or basketball.
Women’s swimming occupies a unique place in the NIL ecosystem. While the sport does not generate the same broadcast revenue as football or men’s basketball, swimming NIL value is increasingly shaped by individual performance, digital presence, and Olympic relevance.
In 2025, understanding NIL valuation in college swimming requires looking beyond averages and focusing on how top athletes convert results and audience trust into meaningful NIL opportunities.
Football remains the powerhouse of NIL activity, accounting for 41.6% of all reported NIL deals in 2025. In that sport, the average earnings per player reach $38,476, with a median payout of $1,734.
In the NCAA’s NIL Dashboard, swimming is grouped into the broad “other” category, which makes up 9.7% of total NIL revenues — and that figure includes both men and women. It’s safe to assume that women’s swimming represents only a small fraction of that number.
Lower Averages — But A Different Landscape
When NIL numbers are combined for both men’s and women’s swimming, the average NIL earnings per swimmer sit around $514, with a median of just $50. For women alone, the figures drop even lower.
There are several reasons why NIL money lags:
- Limited national exposure
- Niche audiences
- Fewer televised events outside NCAA Championships
- Once-every-four-years spotlight during the Olympics
Women’s swimming simply doesn’t have the week-to-week visibility that drives the massive NIL markets in football or basketball.
But NIL in Swimming Is Evolving
Despite the challenges, women’s swimming has real growth potential as athletes become stronger individual brands and as companies get more creative with NIL campaigns.
The top earners tend to be:
- NCAA champions
- National record-holders
- Swimmers with strong Olympic prospects
That trend likely won’t change. But an increasing number of swimmers outside the superstar tier are finding ways to capitalize.
Top NIL Earners in Women’s Swimming
The highest NIL earners in women’s swimming tend to fall into a few clear profiles. Athletes with national titles, Olympic appearances, or strong social media engagement consistently outperform the median swimmer in NIL earnings.
While overall payouts remain modest compared to revenue sports, the top tier of athletes demonstrates that swimming NIL value can be significant when competitive success aligns with personal branding and audience reach.
NIL Valuation Factors in Swimming
Several factors influence how NIL value is determined in women’s swimming. Performance remains foundational, but it is rarely sufficient on its own. Audience engagement, storytelling, consistency across seasons, and alignment with swim-specific brands all play a major role.
Athletes who combine elite results with content creation, advocacy, or Olympic visibility tend to see higher valuations than peers with similar competitive outcomes but limited public presence.
Emerging Stars Leading the Way
Former University of Virginia star Gretchen Walsh was one of the first major NIL success stories in women’s swimming. Multiple NCAA titles and a silver medal at the 2024 Olympics in the 100 butterfly boosted her marketability and opened doors for national partnerships.
The heir apparent is Claire Curzan, who transferred from Stanford to Virginia in 2023. Curzan has already secured NIL deals with Crocs and New Era, signaling broader brand interest in swimming’s rising stars.
At Purdue University Indianapolis, diver Isabella Smith is maximizing her NIL potential through a strong social-media presence that’s led to paid appearances and autograph signings — proof that swimmers can build value outside traditional national exposure.
Other notable NIL earners in women’s swimming include:
- Paige McCormick (Louisville)
- Cassidy Carder (Florida State)
- Hampton Gucky (Cincinnati)
The Bottom Line
Women’s swimming currently sits near the bottom of the NIL earnings spectrum, but the landscape is shifting. As more swimmers build strong personal brands and as companies look beyond the “big two” sports, the opportunity for growth is significant — especially for athletes willing to leverage storytelling, social presence, and community engagement.
While swimming remains less monetized than sports like football, top athletes — especially Olympians and content creators — are seeing strong NIL value driven by audience engagement, brand image, and niche fan bases. This dynamic highlights how women’s swimming rewards depth of connection over sheer scale.
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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