In honour of the 50th anniversary of Title IX, dating and social networking app Bumble—which bills itself as a “women-first” app—has signed 50 female college athletes to name, image and likeness deals as part of a new “50for50” program. The partnership includes a number of different engagements over the course of the year, including events and media. The women will also be Bumble ambassadors on their respective campuses.
Bumble released a statement saying: “Fifty years ago, women in collegiate sports gained important protection from discrimination. Title IX of the Education Amendments of 1972, commonly known as Title IX, prohibits discrimination on the basis of sex in any education program or activity receiving federal financial assistance. While it opened doors for many, there’s more opportunity ahead for women competing in the National Collegiate Athletic Association (NCAA).
“In honour of the federal law’s 50th anniversary, Bumble begins its support of a wealth of overlooked women athletes around the country. We’re embarking on a yearlong sponsorship of 50 remarkable women, with equal pay amounts across all 50 NIL (name, image, and likeness) contracts. The inaugural class of athletes are a small representation of the talented women around the country who diligently — and often without recognition — put in the work on a daily basis.”
According to the Women’s Sports Foundation, the number of women in collegiate athletics has increased significantly since Title IX, from 15% to 44%. Unfortunately, equity continues to lag in many ways, especially for BIPOC women, who make up only 14% of college athletes.
Alexis Ellis, a Track & Field athlete, said: “Partnering with Bumble and announcing this campaign on the anniversary of Title IX is very special. I am grateful for the progress that has been made for women in sports, and am proud to be part of Bumble’s ’50for50’ to help continue moving the needle and striving for more. I look forward to standing alongside so many incredible athletes for this campaign throughout the year.”
Haleigh Bryant, a gymnast, said: “I am so grateful to team up with Bumble and stand alongside these incredible athletes on this monumental anniversary. Many women continue to be overlooked in the world of sports, and I am excited to be part of something that celebrates, and shines a light on, the hard work, tenacity, and accomplishments of so many great athletes.”