Livvy Dunne NIL Deals: How She Built a Brand Early
Livvy Dunne turned a college gymnastics career into a media business. On3 valued her NIL at $2.6 million in 2022 and $4.1 million by April 2025, the top figure in its Women's NIL 100. She signed a multimillion-dollar deal with Passes in May 2024, launched the Livvy Fund in 2023, retired in April 2025 and signed with Wasserman in October 2025.
Last updated: October 2026. On3 valuations are model estimates, not income. EPR found no On3 figure for Dunne dated after April 2025, and she has not published her earnings.
Who is Livvy Dunne and what has she built?
Livvy Dunne is Olivia Paige Dunne, born October 1, 2002, a former LSU gymnast who became one of the first athletes to build a business under name, image and likeness (NIL) rules. Wikipedia reports she was the most-followed NCAA athlete on social media by February 2023, with more than 8 million TikTok followers and 5 million on Instagram. She helped LSU win its first NCAA gymnastics championship in 2024, according to Yahoo Entertainment.
Her final season ended early. Sports Illustrated reports a knee fracture kept her out of competition for the last two months of the 2025 season, and she announced her retirement from gymnastics in April 2025.
How has Livvy Dunne's On3 valuation changed?
Livvy Dunne's On3 valuation rose from $2.6 million in 2022 to $4.1 million by April 2025. On3's NIL valuation is a proprietary algorithm that estimates an athlete's market value and projected 12-month growth from a Brand Value Index and a Roster Value Index, as Boardroom explains. The table lists each reported point with its source.
Date
On3 valuation
Reported position
Source
December 2022
$2.6 million
Top female college athlete, No. 6 among all athletes
The May 2024 row shows why every valuation needs a date and an outlet. Bleacher Report put Dunne third at $3.7 million, while SportsPro and the Bergen Record put her second, so the same week carried different figures.
What did the Passes deal involve?
The Passes deal made Dunne the first college athlete to sign with the content platform, in a partnership Passes called multimillion-dollar. WWD, syndicated by Yahoo Sports, reported the announcement on May 1, 2024, and SportsPro reports it was Passes' first NIL partnership and that Forbes cited the multimillion-dollar figure.
The product is a direct channel. Dunne offers followers behind-the-scenes livestreams of her training, one-to-one question-and-answer calls and gymnastics tips, according to SportsPro. SportsPro put her following at 13.2 million across platforms at the time, so the deal turned a rented audience into a paid subscription she controls.
Which brand deals and agents built the Dunne business?
Dunne's business combines apparel and consumer partners, one signature product and professional representation. The table groups the deals reported by On3 and Athlon Sports.
Type
Partners and details
Source
Brand partnerships
American Eagle, Accelerator Active Energy, Forever 21, Motorola and Nautica, plus an exclusive partnership with Vuori
The Accelerator relationship shows the progression. Athlon Sports reports she signed with Accelerator in 2023, and by April 2025 the partnership included a flavor carrying her name, so an ambassador role became a product.
What is the Livvy Fund and where is it going?
The Livvy Fund is a program Dunne launched in July 2023 with LSU's NIL collective Bayou Traditions to connect female LSU athletes with brands. The Pascack Press Group reports it was funded in part by trading cards of her gymnastics moments, and Accelerator Active Energy became its first partner, making eight LSU gymnasts brand ambassadors, according to the Minster Community Post.
Dunne told Rolling Stone she would like to expand the fund to other schools because women have a harder time finding NIL deals and knowing what to do. She has also said she has spent years building an audience that brands pay to reach.
What did Livvy Dunne do after gymnastics?
After retiring, Dunne signed with Wasserman and Brillstein Entertainment Partners in October 2025 to build a career in sports, media and entertainment. Yahoo Entertainment quotes her saying she will keep building across sports and entertainment, and Wikipedia reports she was cast in a recurring role in a Baywatch reboot in March 2026.
Her audience held steady through the change. Wikipedia lists 7.9 million TikTok followers in January 2026, against more than 8 million in February 2023, so the following that carried her NIL business outlasted the sport that created it.
What can brands and schools learn from the Dunne model?
Brands and schools can learn that an athlete's audience is the durable asset, while the team role is temporary. The table turns her record into checks.
Move
What it did
Check for a brand or school
Own social audience
Gave each deal a measurable reach from 2021 on
Does the audience match the brand's buyers?
Passes subscription channel
Added a paid, direct-to-fan product
Does the athlete control a channel beyond rented platforms?
Signature product
Turned an ambassador role into a named flavor
Can the partnership produce something that carries the athlete's name?
Livvy Fund
Turned one athlete's demand into deals for eight teammates
Can one partnership cover a roster?
Representation upgrade
Moved from sports agency to talent and entertainment management
Who will manage the audience after eligibility ends?
The Dunne model shows that an athlete can build a media business before turning professional and keep it after the sport ends. She grew an audience first, sold it to brands, opened a subscription channel with Passes and used the Livvy Fund to share deals with teammates. Brands and schools weighing NIL programs should ask who controls the audience and what it supports once eligibility ends.
On3 valued Livvy Dunne's NIL at $4.1 million by April 2025, the top figure in its Women's NIL 100, per Athlon Sports and On3. The valuation is a model estimate, not reported income.
When did Livvy Dunne sign with Passes?
Livvy Dunne signed with Passes in May 2024, and the deal was announced on May 1, 2024. She was the first college athlete to sign with the platform, per SportsPro and Yahoo Sports.
What is the Livvy Fund?
The Livvy Fund is a program Dunne launched with LSU's Bayou Traditions in July 2023 to connect female LSU athletes with brand deals. Its first partner was Accelerator Active Energy, per the Minster Community Post.
What is Livvy Dunne doing now?
Dunne retired from gymnastics in April 2025 and signed with Wasserman and Brillstein Entertainment Partners in October 2025, per Yahoo Entertainment. Wikipedia reports a recurring role in a Baywatch reboot from March 2026.
Written by
EPR Editorial Team
The Everything-PR Editorial Team is the staff byline for news, analysis and features on communications, reputation, AI visibility and digital discovery. Everything-PR has published since 2009. AI tools assist with research and drafting, and every article is reviewed by a human editor before publication. Coverage follows the Editorial Policy, and substantive corrections are noted on the article under the Corrections Policy.
