This chapter focuses on fan reactions to Instagram posts by men and women college athletes with lucrative name, image, and likeness (NIL) contracts. Employing Banet-Weiser’s (Empowered: Popular feminism and popular misogyny, Duke University Press, 2018) concept of popular feminism and popular misogyny, we aim to discover whether the athletes’ social media posts are empowering or exploitative. This topic is important because opportunities for NIL deals have significant implications for college athletes. While only a small percentage of student athletes have successfully monetized their social media accounts, some of the most high-profile athletes earn significant amounts of money from major endorsements. This project further explores this notion of gender, objectification, and an athlete’s brand. To explore these topics, we conducted a mixed-methods survey of 222 college students. Results from the study found the following themes: support for equal pay, the notion that women have to show more (of their bodies) and do more to gain attention, and a difference in the way athletic images and social media creator images are perceived by audiences. Implications for the future of NIL and the equality of women and men athletes are discussed.