because the new deal also included revenue sharing on ticket and jersey sales. Before, that money was going straight to USSF; now, the players get a cut of every ticket and jersey that USSF sells. Which means that the players are incentivized to promote the team more (good for USSF), the men are getting a whole new revenue stream that they weren't before, and the women are getting paid equally in the revenue sharing agreement. Everybody wins.