College athletes making bank off their name, image, and likeness officially kicked off on July 1, 2021. That day blew the doors open for endorsement deals and business moves, not just for the athletes and their agents, but for colleges too, all trying to prove they’re the best spot for maximizing earning potential. Everyone figured football and men’s basketball players would be raking in millions, and yeah, football players are out here buying houses for their families while still in school thanks to NIL and revenue sharing. But the real curveball? A handful of women’s basketball and Olympic sport athletes suddenly blew up, becoming household names and bankable stars brands couldn’t resist.
The Livvy Dunne Effect: How a Gymnast Changed the Game
Remember when Miami basketball twins Haley and Hanna Cavinder reportedly pulled in $2 million in the first two years of NIL, landing deals with giants like Victoria’s Secret and Champs Sports? That was big, no doubt. But then this young, blonde 5-foot-6 gymnast from New Jersey, Livvy Dunne, just completely blew everyone else out of the water. This LSU athlete harnessed her incredible skill, good looks, and youthful magnetism to build a social media empire with over 13 million followers. She snagged high-powered representation from WME and inked deals with American Eagle, Forever 21, Motorola, and Nautica. Dunne wasn’t just popular, she became more popular than her sport itself, drawing massive, disruptive crowds to meets just to catch a glimpse of her. She earned an estimated $4.1 million in NIL valuation during the 2024-2025 academic year alone. Think about that: that was more than top hoopers Flau’jae Johnson, Paige Bueckers, and Haley Cavinder earned *combined*.
The Hunt Is On: Who’s Next to Explode?
Now, half a decade into the NIL era, companies and agencies across the country are desperately searching for the next breakout sensation, the next Livvy Dunne. Everyone wants to find her. Enter Jack Liechtung, a guy who interned at WME, then went into big law, and even dabbled in film. While filming in Los Angeles with AAU Compton Magic prep stars, Liechtung saw a huge opportunity. He launched Canopy about 18 months ago, an NIL agency specifically focused outside of football and basketball, showcasing female Olympic sport athletes. Canopy now boasts 25 clients across softball, gymnastics, lacrosse, volleyball, swimming, hockey, and track & field. Liechtung puts it straight: “We’re not chasing a gymnast to get to a quarterback. We’re trying to work with a gymnast to get to more gymnasts.” Canopy recruits through Instagram and by connecting with college coaches and administrators. They even work directly with programs to boost revenue, helping clients with content strategy, platform building, audience cultivation, and securing brand deals, especially in fashion, beauty, and cosmetics.
“We’re of course looking for the next Livvy Dunne,” Liechtung says, “but I think that takes some time. We have a lot of great creators, but it just doesn’t happen overnight anymore.” Opendorse, by the way, has become a major marketplace platform in college sports for athletes and schools since NIL started. The race is on, and it’s getting wild. Keep your eyes peeled, because the next massive college sports star isn’t necessarily who you think it is.
This article was created with AI assistance and published under Seattle On Tap’s editorial standards. See our Editorial Policy.
Originally reported by Yahoo Sports.
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