When Kim Mulkey recalled how $4.2 million NIL-valued Olivia Dunne was “embraced” by LSU

Kim Mulkey's LSU Tigers were among the first programs to embrace the introduction of Name, Likeness and Image (NIL) in 2021. Fifth-year gymnastics star Olivia Dunne now leads the women's NIL rankings, valued at $4.2 million (per On3), while Flau'jae Johnson ranks second with $1.5 million.

During her chat with MSNBC’s Stephanie Ruhle at the Aspen Ideas Festival in June 2024, Mulkey commented on LSU's readiness to embrace NIL and how it helped its athletes, like Dunne and former player, Angel Reese, to capitalize on their brand.

"LSU was one of the first institutions in the country to embrace NIL," Coach Mulkey said (15:33). "If you'll remember, in Times Square, it had LSU NIL and Livvy Dunne was on all the buildings in New York City. We embraced it and you see where we are today. That was before I was hired at LSU.

"So you better embrace it or you're going to be unemployed. You better embrace it or you're not going to get some of these recruits."

Kim Mulkey also shared that while the NIL does not affect her coaching style, it does put pressure on her to plan for any situations in the future. Women's basketball players usually are in college for four years, unlike the men's players who are allowed to leave for the NBA after one season.

With NIL and the transfer portal, coaches can no longer be guaranteed that a player will stay with them throughout their playing career. This uncertainty impacts their recruiting plans, Mulkey shared.

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Kim Mulkey once praised her players for their charitable acts with NIL

Last season, Angel Reese, Flau'jae Johnson and Hailey Van Lith had a big presence on the NIL rankings. During a half-time interview in the SEC Tournament game between Arkansas and Auburn on Mar. 7, 2024, Kim Mulkey revealed that the players always share their NIL wealth with teammates, staff and more.

"First of all, I don’t know what deals [Reese] has until she gives me a gift,” Mulkey said “So she’ll give me Beats one year or something, and I’m like, what’s wrong with this picture? These young people are giving it to the coaches.”

"They do share their wealth. Angel does a lot for her community back in Baltimore, she’s done a lot for Baton Rouge. And Flau’jae, I have to mention Flau’jae. She’s the same way. Those young ladies are very, very unselfish when it comes to helping people.”

The Flau'jae Johnson-led LSU Tigers are on an undefeated 17-0 run this season. They will play No. 15-ranked Tennessee on Thursday.