The launch of the Name, Image, and Likeness (NIL) era on July 1, 2021, significantly reshaped collegiate sports, with women athletes emerging as major beneficiaries. NIL amplified visibility and promotional opportunities for women’s sports, evidenced by record-breaking viewership. For instance, the 2024 Women’s Basketball National Championship surpassed the Men’s Basketball National Championship in peak viewership with 24 million viewers, while the 2023 Women’s Volleyball and 2024 Softball Championships also drew millions. In 2022 and 2023, NIL deals for women’s basketball players surged by more than 180%, and female athletes accounted for over half of all college NIL partnerships, reflecting both rising viewership and growing brand investment in women’s sports (Crabtree, Report: Women athletes outpaced men in NIL brand deals in 2023, On3, 2024). This can be equated to stars like Caitlin Clark, Angel Reese, Paige Bueckers, Lexi Rodriguez, NiJaree Canady, and Livvy Dunne carrying their respective sports, while accepting the opportunity to profit from their NIL and receive brand sponsorship. This chapter explores three key dimensions of NIL’s impact on women’s collegiate athletics. First, we review the brief history of modern-day NIL. Second, we highlight the unique relationship of NIL and women’s athletics by reviewing exemplary athletes leveraging their social media platforms, universities providing unique programs and practices supporting NIL efforts, as well as brands strategically engaging with women athletes. The chapter concludes by reflecting on the evolving definitions of success in the NIL era—how it’s measured, communicated, and intertwined with competition—and considers what the future may hold for athletes, institutions, and brands navigating this dynamic landscape.