Team USA runner Liza Corso recently made headlines at the Paralympic games in Paris, taking home her second Paralympic medal, a bronze in the women’s 1,500 meters T13 classification. This achievement comes on the heels of her silver medal win at the Tokyo 2020 games, solidifying her status as a top Paralympian in the world of track and field. However, Corso’s success extends beyond the track, as she is part of a groundbreaking generation of American collegiate Paralympians who can now profit off marketing deals while still competing as NCAA athletes.
The landscape of collegiate athletics underwent a significant shift in 2021 when the NCAA made the landmark decision to allow athletes to monetize their names, images, and likenesses (NIL). This change opened up a world of opportunities for student-athletes like Corso to secure sponsorships, licensing agreements, product endorsements, and other lucrative deals while still pursuing their academic and athletic careers. As a result, the projected market for NIL deals has grown exponentially, from $917 million in its first year to a projected $1.67 billion this year, according to a report from Opendorse, a leading NIL deal marketplace.
For Corso and her fellow Paralympians, the advent of NIL has paved the way for new possibilities and partnerships with brands both big and small. Corso herself has inked deals with companies like Olipop and Firefly Recovery, showcasing the diverse range of opportunities available to athletes in the NIL era. She noted that as the infrastructure supporting NIL deals has developed, more platforms have emerged for brands to connect with athletes, creating a more structured and accessible marketplace for sponsorships and endorsements.
The Rise of Collegiate Paralympians in the NIL Era
Corso is not alone in leveraging the benefits of NIL as a collegiate Paralympian. Athletes like USC’s Ezra Frech, Alabama’s Ixhelt Gonzalez, and Virginia’s Skylar Dahl have all capitalized on the new opportunities presented by the NCAA’s policy change. As the Paris Paralympic games approached, these athletes found themselves at the forefront of a growing trend where brands are increasingly recognizing the value of partnering with Paralympic athletes. Corso emphasized the importance of larger brands supporting Paralympic sport, highlighting the shift towards greater inclusivity and representation in the world of athletics.
NIL deals have traditionally made headlines for the eye-watering sums of money involved, with superstar athletes commanding million-dollar endorsements from major brands. While Corso’s deals may not have reached those astronomical figures, her earnings have provided crucial financial support throughout her college career. Like many Paralympians, Corso views her sponsorships as a supplemental source of income rather than a primary revenue stream. She acknowledged that some of her Team USA teammates have secured larger sponsorships that serve as a significant source of their income post-graduation.
Maximizing Opportunities and Shifting Paradigms
The advent of NIL has not only transformed the financial landscape for collegiate athletes but also shifted long-standing paradigms within the world of sports. For many Paralympians, the ability to monetize their NIL has eliminated the need to end their college careers prematurely in pursuit of endorsement deals. This was a common dilemma faced by athletes like former Arkansas sprinter Hunter Woodhall, who opted to forego his final year of NCAA eligibility to capitalize on his social media following ahead of the 2020 Paralympics.
Corso’s ability to maximize all her years of NCAA eligibility speaks to the transformative power of NIL in creating a more equitable playing field for athletes of all backgrounds. As she enters her senior seasons with Lipscomb University’s cross country and track teams, Corso remains focused on achieving personal records and national accolades while continuing to build her brand and secure new partnerships. She expressed her desire to see the NIL market evolve further for Paralympians, advocating for a more equal distribution of opportunities and support between Olympians and Paralympians in the realm of endorsements and sponsorships.
In conclusion, the intersection of collegiate athletics, Paralympic sports, and the NIL era has opened up a world of possibilities for athletes like Liza Corso. As she continues to excel on the track and in the classroom, Corso’s journey serves as a testament to the power of perseverance, determination, and the transformative impact of NIL on the future of sports marketing and athlete empowerment.