New Endorsements for College Athletes Resurface an Old Concern: Sex Sells

“I don’t post bikini pictures,” she said in a recent interview. “Not because I don’t want to show my body. It’s because that’s not the top topic type of content that I want to post, and my audience isn’t looking for that for me.”

Welcome to the world of Haley Jones, Inc.

Jones, among the few Black female collegiate athletes considered to be a top endorsement earner, has learned to quickly deconstruct the pros and cons of the new era of commercialization.

She has endorsements with Nike, Beats by Dre, SoFi and Uncle Funky’s Daughter, a hair-care product for women with curly hair, among other companies. Rishi Daulat, her agent, said Jones had made over six figures since the N.I.L. legislation passed but declined to give a specific figure.

Jones was quick to note female athletes can choose not to participate in social media and lose out on the biggest profits. Or they can take part, make money, focus on the supportive fans and hold their breath with a sort of resignation about the swath of online reactions — often leering and sexualized comments on their social media platforms — that show how much they are objectified.

“You can go outside wearing sweatpants and a puffer jacket, and you’ll be sexualized. I could be on a podcast, and it could just be my voice, and I’ll face the same thing. So, I think it will be there, no matter what you do or how you present yourself.”

“This is the society we live in,” Jones added.

Article source: https://www.nytimes.com/2022/11/08/sports/ncaabasketball/olivia-dunne-haley-jones-endorsements.html