In one of the most groundbreaking NIL moves to date, global sportswear brand LOTTO has signed 14-year-old soccer phenom Loradana Paletta—marking the company’s first U.S. amateur NIL partnership and a powerful signal of the growth in women’s sports.

Paletta, a rising freshman from Syosset, New York, is now one of the youngest athletes in the country to sign a brand deal under the NCAA’s evolving name, image, and likeness rules. Her partnership with LOTTO doesn’t just mark a major personal milestone—it positions her as a new face in the next generation of athlete marketing.

A Bold Bet on Youth

Most NIL headlines are dominated by college standouts and viral high school stars, but LOTTO is betting big on a different kind of momentum: early, authentic storytelling.

Paletta has already made waves in youth soccer circles for her advanced skillset, high IQ, and leadership on the pitch. Her NIL deal reflects a larger influencer marketing strategy taking shape across youth sports—where brands are increasingly aligning with young athletes who can grow into long-term ambassadors.

While the majority of NIL deals center around athletes with huge followings or national championships, Paletta’s signing highlights a growing interest in grassroots potential. At just 14 years old, she brings something that’s harder to quantify: time. LOTTO isn’t just getting a brand rep—they’re starting a journey with someone who could shape the narrative of their brand in the U.S. for years to come.

Athlete Brand Partnerships Are Evolving

For LOTTO, the partnership is more than just a milestone—it’s a strategic move to re-establish its identity in the American soccer landscape. By tying their name to a promising U.S. amateur, the brand is sending a clear message: they’re here for the long game.

This type of athlete brand partnership demonstrates how NIL isn’t just about spotlight moments—it’s about alignment. Paletta’s work ethic, professionalism, and aspirations mirror LOTTO’s focus on innovation and next-gen performance gear. Together, they’re creating a story that stretches beyond the traditional athlete endorsement format.

Opening New Doors for Young Female Athletes

Paletta’s deal arrives during a wave of momentum for women’s sports, as viewership, engagement, and investment continue to reach new highs. From high school courts to professional stages, the surge in visibility is creating more space—and more support—for female athletes to take center stage.

And with NIL in place, these athletes can now tap into that momentum in real time. Paletta is doing just that—turning years of training and talent into early brand equity, and setting a precedent for other young players navigating the NIL era.

Her signing underscores how the growth in women’s sports is influencing NIL at every level, not just in Power Five programs or national championship teams. From social media storytelling to brand deal structure, this is a major step forward in what young female athletes can expect—and what they can build.

Looking Ahead

While it’s still early in Paletta’s journey, this partnership reflects a broader shift in NIL culture: more forward-thinking brands, more meaningful alignment, and more attention on the next generation.

LOTTO’s move signals that NIL is no longer just about who’s trending now—it’s about who’s going to matter next. And with athletes like Loradana Paletta entering the scene, the future is coming fast.