The new flood of money into college sports — and the way many female athletes are attaining it — troubles some who have fought for equitable treatment in women’s sports and say that it rewards traditional feminine desirability over athletic excellence.
Olivia Dunne, a gymnast at Louisiana State University who earns over $1 million annually in endorsements, at the training center on the campus in Baton Rouge, La., on Oct. 29, 2022. She was an All-American in her freshman year and made the Southeastern Conference’s honor roll as a sophomore majoring in interdisciplinary studies.
To Dunne, and many other athletes of her generation, being candid and flirty and showing off their bodies in ways that emphasize traditional notions of female beauty on social media are all empowering.The athlete compensation and endorsement rules have been a game-changer for collegiate women, particularly those who compete in what are known as nonrevenue sports, such as gymnastics.
She noted that some of the athletes had decided that making public such imagery wasn’t worth it, while others had found it was one of the primary ways to increase their online popularity and earning power. Other than the massive internet audiences, none of this is entirely new. The tension among body image, femininity and the drive to be taken seriously as athletes has been part of the deal for female athletes for generations.
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