When the term “NIL” was floating around as a concept, Division I college coaches had social media professionals visit their players, and all of them told them the reality of where the money is.
1. Great players.
1a. Pretty players.
Way down the list:
3. Odd, quirky, funny players.
Aaaaaaand scene.
What female athletes have discovered in the NIL/social media world is that being good may still not be as profitable as looking good. At least there are multiple ways for a female athlete to make real money now, but some of this still feels slightly yuk.
Whether it’s tennis, or golf or a few others, social media has created scores of successful athletes whose main skill isn’t their ability to play well but rather to look great playing.
“I am actually torn on this,” former TCU women’s golfer Annika Clark-Purdom said in a phone interview. She played for four years at TCU, and now currently plays on the Epson Tour , which is one level below the LPGA.
“I have obviously seen this in my own algorithm, whether it’s TikTok or Instagram, I see women playing golf. On one end, that’s great for the game because golf is so male dominant. It is such a great game, and it’s a great way to get girls out there actually playing,” she said.
Buuuuuut ...
“On the other end, and it’s the one I lean to, it’s really just a bunch of women who are getting followers because of the way they look and the way they dress. They’re really just selling sex,” Clark-Purdom said. “She’s getting views because she’s in a short skirt, and a crop top. If I wore that to play at a club, or in a tournament, I’d be told to leave and change my outfit.”
This week at Trophy Club Country Club, there will be a field loaded with top women’s golfers to play in the Kathy Whitworth ‘88’ Championship , from July 17 to 20.
Chances are good most of these players would crush the women’s golfers who cash in as “ golf influencers .” Chances are good a lot of those golf influencers will make a bit more than those who play in actual golf tournaments.
The sports influencer player isn’t bad, but they would get destroyed by a pro.
Paige Spiranac played golf for one season at the University of Arizona, and three at San Diego State, where she finished in 2015. She was good enough to be a Division I golfer, and she was also blessed with model looks. She became a viral hit at SDSU, and not because of her 10th place finish at the 2014 Mountain West Championship.
She took her talents as a good golfer, and her appearance, to social media and has made a name for herself as a “media personality.” As a golfer, she probably wasn’t good going to be enough to make the LPGA, but, in this era, who cares?
She has spawned countless imitators who aspire to follow that same path; good looks with a good player equals a wide audience.
Golf is loaded with them; former college players who are pretty, and can play the sport; they also know how to wear an outfit, and to use an iPhone.
“It can be a little frustrating because, like in golf, you have these girls who are decent golfers and they are getting sponsor’s exemptions to play in an event because of their followers,” said Clark-Purdom, 26. “There was a recent event where this girl got an exemption, and we were fine with it. We understood why.”
The girl was a good player who had an big social media following.
“She ‘ vlogged ’ the entire thing,” Clark-Purdom said. “She had a videographer with her, and she used a cart.”
Allowed to use a cart when players aren’t allowed to use a cart. She eventually was told she had to walk the course, like the rest of the players.
Their audience typically aren’t people who are impressed with their skills are thus inspired to take up an 8-iron, tennis racket or softball bat. Their audience is usually dudes scrolling through social media looking for pretty girls. Or, women looking for some fashion trends, and sample some “lifestyle” options.
LSU gymnast Livvy Dunne is your case study example of the athlete whose value is her appearance, and social media presence. She doesn’t compete much, but she doesn’t need to. She is basically a model who is on the LSU gymnastics team.
She recently announced she will return to LSU for a fifth season, because why wouldn’t she? She is far more valuable/marketable in an LSU uniform than a mascot-less outfit.
The chances of a person becoming a sports influencer popular enough to make real money at it that does more than pay a few bills are probably just about as good as a player making “it in the pros.” There aren’t many.
“Definitely being a golf influencer is (the easier way) make money,” Clark-Purdom said. “It is so hard to play golf and to earn money with the money you are spending just to play. You have to be super successful.”
For the person who pursues the “looks the part” role in this new world, it’s a young person’s game, and you are vulnerable to aging out quick. And it’s not just as easy as looking good in front of a camera; ask any influencer and they will all say the routine gets old fast. The Internet has no off switch so neither do you.
It’s a job now, and if you happen to be good enough to play a sport decently well, and can look good in front of the camera playing, you don’t necessarily have to “make it” to make it.
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