On3 Launches Women's Athlete Profiles, NIL Valuations

NASHVILLE, Tenn. — On3 announced the addition of female athlete profiles, deals and NIL valuations to its industry-leading player database. 

“When we launched On3, we committed to creating the premier college sports media and data company,” On3 CEO Shannon Terry said. “Adding women to our database is a necessity to truly reflect the current landscape of college athletics. Today is a key step to building the go-to player database.”

In this initial launch, On3 has selected the most influential female college athletes. In future releases, the company plans to produce profiles for all college athletes with the eventual goal to become the “super” player database for fans, media and every athlete for every sport in the world. 

While attention has been focused on how much football and men’s basketball players would capitalize in Year 1 of NIL, female athletes have continued to sign partnership after partnership with major brands. Fostering a community on social media and generating meaningful engagement is just as valued as the sport an athlete participates in. 

“We strongly believe there will be a significant opportunity for female athletes with national brands and sponsorships,” Terry said. “We wanted to ensure our platform provided the necessary resources and valuation data so that women could participate on the same scale as men.”

As part of the release, each female athlete profile will be assigned an On3 NIL Valuation. The valuations are the industry’s leading index that sets the standard market NIL value for high school and college athletes. A proprietary algorithm, the On3 NIL Valuation calculates an athlete’s NIL value using dynamic data points targeting three primary categories: Performance, Influence and Exposure. 

Data released by the major NIL marketplaces at the one-year anniversary of the NIL Era show women are leading the way. When football players were excluded from Opendorse’s data, women were involved in nearly 53 percent of all activities. Women’s gymnastics and women’s basketball were two of the highest-reported transactions at the Power Five level in Year 1, per INFLCR. And the transaction value of a softball deal carried more weight than its baseball counterpart. 

Major brands such as adidas and Nike have kept their NIL activity to a minimum, but each have deals with women. Gatorade’s first partnership was with UConn star Paige Bueckers. And the biggest deal on Day 1 of the NIL Era was Boost Mobile’s Times Square announcement with the Cavinder Twins. 

The featured product of the NIL Database, the On3 NIL Deal Tracker will showcase female athlete deals in its easy-to-consume feed. It also comes with player, school, and collectives-specific feeds.

“Women’s sports provide some of the most innovative and interesting examples of college athletes effectively utilizing their Name, Image, and Likeness, so expanding our athlete profiles was a no-brainer for us,” Terry said. 

The need for high-level, student-athlete-centered education has never been more important. Along with the newly released database tools, resources and content designed and built by On3 are aimed at supporting the ongoing goal of helping athletes navigate the NIL era both safely and successfully.

“With the ever-evolving NIL space, this announcement could not come at a better time,” said Grant Frerking, President of NIL U at On3 and current Tennessee Volunteer wide receiver. “In the first year of Name, Image and Likeness, women have been at the forefront. From creating innovative deals to pushing forward the landscape, women are leading the way. Today’s news ensures On3 is covering NIL from every angle.”