This year’s March Madness was one of the most thrilling in women’s basketball history. The stars weren't just shining on the court, they also made waves on social media, giving fans unprecedented access to their personalities, routines, and behind-the-scenes moments. But with that visibility came a familiar burden for women athletes: criticism. And lots of it.

ㅤ

While receiving criticism is certainly not a new phenomenon for women athletes (Nike just launched an entire global marketing campaign about it 👀), there was a fresh wave aimed specifically at how they showed up on social media. During the tournament especially, keyboard warriors have flooded comment sections, telling players to “get off TikTok,” “stick to sports,” and “get back in the gym.” However, the reality is that focusing solely on their sport is not a luxury most women athletes can afford – literally.

ㅤ

Unlike many male athletes who benefit from receiving 85% of total sports media coverage and have built-in visibility, extensive marketing teams, and a media ecosystem ready to amplify their every move, women in sports have always had to build their own platforms. They have to market themselves, because historically, no one else has.

Women’s sports wouldn’t be where they are today without social media. Platforms like TikTok, Instagram, and Twitter/X have quite literally changed the game when it comes to creating gender equity in sports. Remember when the NCAA weight room disparities went viral in 2021? It was social media that forced action and put pressure on the NCAA to invest more into women’s sports. Social media has served as a powerful tool for not only whistleblowing and visibility, but also for brand-building and creating financial opportunity. An Opendorse study found that posting on social media is responsible for 33.9% of all Name, Image & Likeness compensation, proving that it is an essential income stream – not a distraction – for today’s athletes.

ㅤ

Now, during March Madness, women athletes rightfully leverage social media to make their mark and monetize their brands while women’s basketball is in the spotlight. And to be clear: they’re not just showing up on social media – they dominate the online conversation. Most male athletes don’t have the same social media followings or social marketing savvy that their female counterparts have. During 2025 March Madness, 4 of the 5 most followed athletes on Instagram were women, and the cumulative social media following of women’s players was 3x larger than that of the men’s field.

However, despite consistently outperforming their male counterparts on social media, women athletes continue to earn far less when it comes to NIL deals. According to the Washington Post, even when women athletes do earn substantial NIL money, it takes them far more effort and is tied primarily to the personal brands that they’ve built (largely) on social media. Male athletes on the other hand are more likely to receive deals for minimal tasks, unrelated to their personal brands or social presence. One example? Cooper Flagg’s NIL valuation was reportedly $4.8M with 1M followers on Instagram, while Paige Bueckers’ NIL valuation was $1.5M, with 2.2M followers on Instagram. Cooper had 5 brand deals that combined for $4.8M, while Paige worked with over 25 brands to combine for $1.5M. Even with social media helping to level the playing field, women athletes constantly have to work harder just to receive less.

Finally, it’s important to remember that these women are elite student athletes. The best of the best. They train, compete, study, and perform under immense pressure, achieving feats that the critics in the comments have likely never come anywhere close to. The idea that making a 30-second video somehow means they’re not serious about their sport is just wrong. Women athletes have proven time and time again that they are not just elite competitors; they are dynamic individuals who are excelling on and off the court. Anyone who says that “social media is a distraction” or that “women athletes should stick to sports” is failing to see the bigger picture.

Caroline Fitzgerald is a contributing writer for TOGETHXR.com and a leading expert in women’s sports business and gender equity. A Sports Business Journal "2024 Power Player in Women's Sports," she covers the forces shaping the industry’s next era of growth.

ㅤ

Follow Caroline on TikTok and Instagram.