College sports advocates urge philanthropy to protect women's and Olympic sports

Advocates for women’s and Olympic sports are calling for increased philanthropy to protect college athletic programs from the commercial pressures of major sports. As interest in women’s sports grows and preparations for the 2028 Los Angeles Summer Games continue, there are concerns that the college programs serving as primary pipelines for Olympians may be strained.

Women’s Sports Foundation CEO Danette Leighton suggests that donors can help by specifically endowing scholarships for sports such as women’s gymnastics or men’s tennis. This comes as college sports face significant shifts following a $2.8 billion House settlement, which allows schools to share more than $20 million in annual revenue directly with athletes. Much of this revenue is currently concentrated in football and basketball.

While a bill is currently before the Senate to mandate protections and funding for Olympic and women’s sports, experts warn of a ‘Catch-22.’ Financial adviser Celene Funke noted that schools must prioritize lucrative name, image, and likeness (NIL) opportunities to maintain donor interest and ticket sales, potentially leaving less support for the ‘back end’ of athletic departments.