NiJaree Canady’s $1M NIL deals take center stage after WCWS loss

After his team lost to Texas in the Women’s College World Series, Texas Tech softball coach Gerry Glasco said it was “almost insulting” that reporters spent so much time talking about pitcher NiJaree Canady’s $1 million name, image and likeness (NIL) deal.

To be fair to Glasco, he was asked about one of the biggest stories in the tournament minutes after his team lost the title game. That said, he had to expect he would get questions about Canady’s NIL projects. Hers is a first among softball players and one of the few big-money deals women have landed in the NIL world. A pioneer, if you will.

When you accept the fruits of a mega-talented player, you have to expect and accept the publicity that comes with it. And prepare for it.

NiJaree recently signed a second deal for a reported $1.2 million to stay at Texas Tech, so Glasco and others around the program should expect more NIL-related questions. She’s a special talent and her deals are historic. If I’m anywhere near Red Raiders’ athletics, I embrace every minute of having an athlete as coveted as Canady on and off the field. She’s a prime example of how women’s sports continue to grow in attention, value and publicity.

Another college coach who asked his name not be used, respected the enormity of WCWS moment.

“This isn’t small-town America with that type of exposure on a national stage. Fans want to know the answers behind a college athlete receiving an amount of money that people only dream about making once they graduate.”

Again, Glasco might be excused in that he was still dealing with a disappointing loss. College sports live in a new world, though. When someone on your team agrees to a big NIL contract, expect and prepare for bigger questions.

© 2025 Gail Sideman, gpublicity, NIL Edge

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