LSU NIL star Livvy Dunne’s business empire expands

Dunne, now 22 and entering her fifth year on LSU’s gymnastics team, has been a breakout NIL superstar. With 4.5 million followers on Instagram and 8 million on TikTok, the gymnast has inked deals with brands including activewear-maker Vuori, American Eagle, and Nautica. She ranks No. 2 on On3’s list of NIL athletes by valuation, with her worth pegged at $4 million, behind only football star Shedeur Sanders. Right now, she is the top-ranked female athlete by far; the next-highest female earner is LSU basketball star Flau’jae Johnson, ranked at No. 25 with $1.5 million.

In May, Dunne signed a deal with Passes, Lucy Guo’s OnlyFans competitor that allows creators to monetize content. And last week, she inked her first brand deal that came with an equity stake, choosing to partner with influencer Jake Paul’s personal care brand W.

That partnership could set Dunne on a path to figure out where her career will go after college athletics. While Dunne has been known as a gymnast, much of her income comes from more straightforward work as an influencer. For year five at LSU, her goal is to win a second national championship. But afterward, Dunne says she hopes her time as a student-athlete carries over as she continues her career on social media. “I’ve heard firsthand from brands they like working with student-athletes because of how disciplined they are, and they know they’re going to get the work done,” Dunne says. “And I think that’ll carry over into post-college life.”

Dunne says she admires Paul, who alongside his brother Logan Paul has turned content creation into a growing empire. She says she would be interested in launching her own brand. “Having my own product one day,…