If your daughter has even the slightest interest in basketball, now is a good time to encourage her to pursue it.

Not only does the sport provide her with a means to develop leadership skills and learn how to compete, but it could give her the financial means to attend college. And let’s face it. With the astronomical costs associated with college and the student loan environment in a state of turmoil, parents who want their children to get an education are going to have more pressure on them to find the financial means.

There’s a lot of money being poured into women’s basketball right now and pharmaceutical giant Eli Lilly is the latest company to get in on the action.

Eli Lilly and Company announced this month its partnership with the WNBA’s Indiana Fever and the YMCA of Greater Indianapolis in an initiative to expand access and participation in basketball for youth girls. The partnership will waive registration fees for girls’ basketball programs inside the YMCA location as well as remove any constraints for young girls to get involved in the sport.

But the importance of this news goes beyond Indiana. It shows that companies see the value in women’s sports and are willing to back that notion with their money. And they’re not stopping with helping girls afford to attend pricey basketball camps. Young women are also starting to benefit more and more from NIL deals.

“Sports can be a powerful force in a girl’s life not just for the joy of the game, but for the physical health, mental well-being and lifelong confidence it can help build,” says Jennifer Oleksiw, global chief customer officer at Lilly. “Through partnerships with the Indiana Fever and the YMCA, we’re helping to bring those benefits closer to home increasing access here in our communities and helping every girl see that the court is hers.”

Impact on Athletes and Communities

The influx of corporate funding has tangible benefits for athletes and communities. More resources mean better training facilities, coaching, and competition opportunities, helping girls develop their skills and potentially pursue scholarships and professional careers. Communities benefit from increased youth engagement, reduced dropout rates, and enhanced social cohesion through sports programs.

Expect to see more of these deals, parents. The youth sports industry generates $40 billion a year. Position yourself and your child to leverage the opportunity.