Broadcast Visibility As The New Currency For Athlete NIL Valuation

“We competed in 16 meets this year. In only one of them [Saturday’s national championship], our fans weren’t able to see every routine,” Minnesota Women’s Gymnastics posted on X.

Though ESPN offered two separate streams on the ESPN application – one for a dedicated showing of LSU’s and Minnesota’s routines – the streams were only available for paid ESPN subscribers. This meant that for many, visibility was locked behind a paywall during the sport's most critical window.

“Our friends and families are hosting watching parties at their homes or restaurants. They want to watch the main broadcast and not sit with their side tablet on a separate stream they had to pay for,” a program official added.

The frustration spanned many fans, local media, and family members, but across every complaint, a theme emerged: the importance of visibility. In the revenue sharing era, coverage isn’t just essential – it’s a form of currency.

Coverage As Currency

When a team ascends to a national championship, there’s more to the accomplishment than trophies and fanfare: there’s increased coverage and visibility. Every team aims to win a national championship – but simply competing for a title can fundamentally change a program’s trajectory.

In gymnastics, this is especially true.

While the sport exists within its niche fandom throughout the year, interest and viewership often peak at pinnacle moments, i.e. the 2026 NCAA Championships.

Though the sport’s broadcasts have become increasingly frequent and accessible to fans across ABC, ESPN2 and CBS, the discipline remains a non-revenue sport in a volatile Name, Image, and Likeness (NIL) landscape. This reality renders a high-stakes, nationally-televised championship meet even more essential to visibility.

Thus, when 10 of a program’s 24 total routines go missing from a national broadcast with over 1.1 million viewers, there’s visibility – and opportunity – lost.

This loss of opportunity is exactly what attorney Christopher Pham argues schools must start quantifying. Pham is a Shareholder at Fredrikson and Co-Chair of the firm’s Sports & Entertainment Group. A specialist in NIL negotiations and athlete valuation, Pham also serves as an Adjunct Professor at the University of Minnesota Law School, where he leads the Sports & NIL Clinic.

“In today’s college athletics environment, visibility can carry real economic value,” Pham tells me. This value can come in the form of audience growth, social media engagement, brand recognition, and future sponsorship interest.

At Saturday’s NCAA Championship, fifth-year gymnast Gianna Gerdes scored a 9.90 on vault, the fourth highest score of the competition behind only three LSU and Oklahoma athletes. It was also the final routine of the gymnast’s storied career at Minnesota. Nonetheless, this vault was omitted from the ABC broadcast.

FORT WORTH, TEXAS - APRIL 16: Gianna Gerdes of the Minnesota Golden Gophers reacts after competing in uneven bars during the National Collegiate Women's Gymnastics Championship held at Dickies Arena on April 16, 2026 in Fort Worth, Texas. (Photo by Chris Swann/NCAA Photos via Getty Images)

NCAA Photos via Getty Images

When performances are not shown on a primary feed, schools and athletes may lose moments that otherwise could have generated highlight circulation, earned media attention, follower growth, and broader commercial visibility,” Pham adds.

While the University of Minnesota provided alternate university-owned footage of Gerdes’ effort two days later, the window of opportunity had long passed.

Though Pham insists that broadcast omissions alone do not constitute legal injury, the opportunity loss is palpable – especially for a sport like gymnastics. With casual fans tuning in to watch the sport often exclusively for the national championship, a team’s championship routines represent fleeting opportunities for fame.

“In sports where mainstream exposure opportunities may be more limited than football or basketball, championship-stage moments can be especially meaningful.”

Editorial Autonomy vs. Program Equity

In an official statement shared with Forbes, an ESPN spokesperson defended April 18th’s national broadcast, arguing that the editorial direction catered to first-time gymnastics viewers or “casual fans.” This strategy included a heavy focus on “the battle for the team title” and “the teams in contention.”

While the result received mixed reaction, ESPN’s contender-focused strategy mirrored editorial moves employed in broadcasts for other Olympic sports, including wrestling, beach volleyball, and golf.

Despite the University of Minnesota’s vocal disdain for their team’s coverage, ESPN and the NCAA maintain their editorial discretion. Broadcasters are not currently under contractual obligation to provide equitably distributed coverage.

“I would expect that principle to remain important,” Pham reflects. However, as athlete compensation models become more sophisticated, this strictly-editorial baseline may no longer be sustainable.

This evolution could affect the way that broadcasters and sports’ governing bodies approach their programming. Moving forward, Pham anticipates that universities and athletes may seek transparency surrounding the measured value of key "exposure metrics, digital distribution opportunities, promotional support, audience analytics, and comparable treatment across programs."

As most often are, this hypothetical solution requires nuance: a balance between editorial insight and equitable program visibility. In Pham’s eyes, the result would not necessarily guarantee equal screen time. Rather, it would recognize that "measurable visibility can influence program and athlete value.”

Moving (Data) Forward

“Going into next year, everyone is going to want to be ‘The Next Minnesota,’” a program official shared this week. The 2026 Minnesota Golden Gophers’ achievements will live on in NCAA gymnastics history, but what can be done to ensure that their broadcasting woes remain in the past?

For programs looking to account for coverage gaps, Pham denotes a key step: the professional presentation and documentation of data.

“That may include tracking percentages of routines shown, time-on-screen comparisons, replay frequency, commentator mentions, social amplification, and year-over-year comparisons against peer institutions.”

Evidence over emotion, he emphasizes. Institutions should prioritize preserving “objective records” to document their concerns. These records can include broadcast logs, clips, screenshots, and social analytics.

“From there, schools can raise issues through the appropriate conference, NCAA, or media-rights channels and advocate for fair visibility, stronger promotional support, and recognition of how exposure can affect recruiting, brand development, and athlete opportunities."

The Future of Broadcast NIL

While the NIL landscape continues to evolve, ESPN reiterates the organization’s commitment to "making a sport as complex as gymnastics accessible to all viewers.” Their strategy was numerically successful in 2026, garnering record numbers. But in an increasingly complex college sport space, change often feels inevitable.

The NCAA’s Women’s Gymnastics Committee will be the first to formally review the results of the controversial broadcast. The committee last met earlier this year prior to April’s NCAA Championships.

Following the committee’s review, the NCAA broadcast team will then convene for their annual meeting with the ESPN gymnastics production leadership team.

With 1.7 million viewers tuning in at its peak, NCAA Gymnastics’ broadcasting future is now. But more than ever before, teams and athletes aren’t just competing for trophies – they’re competing for the limelight.

The No. 13 Golden Gophers were the undeniable underdogs in Fort Worth. They upset three top-ranked teams to advance to the national championship. College Gym News gave the program only a 9% chance of simply making the final four. Their chances at winning the national title: “N/A.”

Few experts expected Minnesota to contend. But that didn’t matter. “Good thing [past] broadcasts didn’t give up on us,” the program reminisced on X. "They would’ve missed one heck of a show." The Golden Gophers were there in Texas, and they demanded to be seen.

In today’s collegiate sports landscape, coverage is currency – and it’s time to cash in.

This article was originally published on Forbes.com