I posted about this a while back. When the NIL thing started every company was throwing some bucks at niche sports because of the novelty. Once that wears off companies will only be willing to spend money on athletes who can bring them lift (football, men's basketball and the occasional attractive female) then you won't see many homely women's softball players getting ads from barbecue joints anymore. Guess that is starting now and we get to read longform articles about it.