When $12 million worth Dawn Staley made her feelings known about NIL deals: “It’s not just the performance”

In 2022, when the NIL was just a year into its introduction, Dawn Staley gave her stance on the new initiative. While many coaches and analysts criticized the move by the NCAA, claiming it would affect the integrity of the game, Staley (who is worth $12 million per CelebrityNetWorth) saw it as an opportunity to encourage players to perform well.

In a February 2022 episode of Just Women's Sports' "NETLIFE with Dawn Staley," the South Carolina Gamecocks coach opened up about her thoughts on the name, image and likeness ruling.

"I do think the NIL situation does help us coach a little bit better because it's not just the performance, it is protecting your brand," she said (3:53). "That, you know, that's the message that will change a little bit as the NIL movement moves forward."

Good performances lead to more visibility and, therefore, better deals. Staley used this to her benefit, helping players achieve peak production on the court. At the same time, she saw the NIL as an opportunity for young players to secure their future in a sport that could end their careers with just one injury.

"Honestly, I make a lot of money," Staley said (via The Washington Post). "I want our players to make a lot of money. I want them to feel like, I’m able to make the money that I make off of their backs and [should] be able to help to create some wealth [for them].

"No matter how big or small. I am an active participant in wanting them to benefit in this space.”

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Dawn Staley wants South Carolina to be No. 1 in the NIL rankings

MiLaysia Fulwiley is the highest-ranked South Carolina player in On3's NIL Rankings, coming in at No. 12. Chloe Kitts and Raven Johnson follow at No. 16 and 17. However, Dawn Staley has big hopes for the program's efforts in the NIL.

In a special episode of "The ETCs" with Eddie Gonzalez in November 2023, Staley spoke of her goals in the name, image and likeness sphere for the Gamecocks.

"I look at the NIL space as a challenge. We may not have the most [in terms of NIL deals] but I want to be competitive," Staley said. "I want to be competitive when it comes to recruiting young people.

"I don't want that [NIL deals] to be the factor. If someone beats us out by $25,000 or $50,000, I don't want that to be the determining factor, but I will say the things that we equip our players with. It will more than bring in the money that they deserve."

Dawn Staley's South Carolina is leading the race to the NCAA championship this season, hoping to claim its first back-to-back.