Introduction
The introduction of Name, Image, and Likeness (NIL) rights in college athletics—driven by a 2021 Supreme Court decision (O’Bannon v. NCAA and NCAA v. Alston)—has greatly changed how NCAA student-athletes are paid (DuBois, 2023; Financial Planning Association, 2023; Gross McGinley, 2024). Today, athletes can make money from endorsements, sponsorships, collectives, personal appearances, and merchandise, depending on state laws and NCAA rules (McNees Law, 2025).
1. What You Need to Know
- Forms of NIL deals include endorsements, social media promotions, autograph events, appearances, and collective agreements (McNees Law, 2025; The562, 2025).
- Legal constraints: Compensation must reflect fair-market value; cannot be pay-to-play or tied to recruitment or performance (McNees Law, 2025; Gross McGinley, 2024).
- Disclosure & reporting: NCAA requires reporting of deals over $600 within 30 days; schools must submit data biannually; service providers must register voluntarily (NCAA, 2024; Gross McGinley, 2024).
- Institutional payments: Starting July 1, 2025, schools may directly compensate athletes up to $20.5 million annually (primarily to football and men’s basketball), with oversight of NIL activity (Business Insider, 2025; Washington Post, 2025).
2. What You Should Do
- Build your brand: Leverage athletic success, unique identity, social media and authentic storytelling (Temple, 2024; SponsorUnited, 2023). Examples: Olivia “Livvy” Dunne amassed millions in endorsements through TikTok and Instagram, and Hansel Enmanuel turned personal narrative into over $1 million in deals (Temple, 2024).
- Use proper representation: Consult experienced agents, lawyers, or financial advisors before structuring and signing deals (McNees Law, 2025; NCAA, 2024; MGO CPA, 2024).
- Financial planning: NIL income is taxable. Work with a CPA or tax pro to plan for multi-state income, record-keeping, filings, and budgeting (MGO CPA, 2024).
- Contract diligence: Thoroughly review terms—compensation, payment schedule, contingencies, usage rights, termination clauses, exclusivity, tax responsibilities (NCAA NIL Assist, 2024; Global Sport Matters, 2022).
3. What to Avoid
- Don’t fall for pay-to-play offers: NCAA prohibits recruitment or performance-based payment. Accepting such offers risks eligibility (McNees Law, 2025; Gross McGinley, 2024).
- Avoid under-the-table deals: All deals above $600 must be disclosed. Hidden payments threaten eligibility (NCAA, 2024).
- Be aware of dispute risks: Contracts delayed or unpaid (e.g., UNLV QBs) can jeopardize eligibility and playing time (AP News, 2024).
- Ensure ethical alignment: Avoid brands that conflict with your values or institutions; get clarity on usage rights and exclusivity (KU Journal of Advertising Ethics, 2025).
4. Maximizing NIL Benefits
- Financial benefits: High-profile athletes can earn well into six or seven figures. E.g., Carson Beck and Drake Maye each had seven-figure NIL valuations (TalkSport, 2025; Business Insider, 2025).
- Business development: Use NIL to build entrepreneurship, personal branding, philanthropic initiatives, and post-college career visibility (CBH Insights, 2024; Financial Planning Association, 2023).
- Recruiting influence: Strong NIL potential can attract recruits and boost institutional visibility (Tandfonline, 2024).
- Long-term opportunities: Build ongoing income streams, develop business acumen, and carry branding momentum into pro careers (FredLaw, 2024).
Conclusion
NIL empowers student-athletes to monetize their brand and build financial futures, but also introduces new legal, ethical, and financial complexities. Success depends on strategic branding, professional guidance, contract awareness, compliance, and financial planning. When navigated correctly, NIL can be a transformative boon for athletes and their communities.
References
(APA 7th edition)
Business Insider. (2025, July). The NCAA settlement is a big win for football players. For other athletes, the picture is murkier.
CBH Insights. (2024). Understanding NIL deals and the impact on college athletics.
DuBois, M. (2023). A field of dreams: How NIL changed the game for student athletes. Financial Planning Association Journal.
Global Sport Matters. (2022, June 27). 6 keys for college athletes making NIL deals.
Gross McGinley, L. L. P. (2024). Understanding 2024 NIL rules: Enhancing athlete protections and market transparency.
KU Journal of Advertising Ethics. (2025). An ethical application to student-athlete NIL sponsorships.
McNees Law. (2025). NIL’s impact on student-athletes: From amateur to entrepreneur.
MGO CPA. (2024). 3 game-changing financial tips for NIL athletes.
NCAA. (2024, January 10). Division I Council approves NIL disclosure and transparency rules.
The562. (2025, February 26). A student-athlete’s perspective on NIL and other NCAA changes.
SponsorUnited. (2023). NIL marketing partnerships 2023–24 report.
TalkSport. (2025). Drake Maye feared chaos after $5M NIL raid; Arch Manning inks seven-figure Red Bull deal.
Tandfonline. (2024). The impact of NIL contracts on recruits’ decisions.
Washington Post. (2025, July 3). College sports has a soft salary cap now. How does it work?
Comments ()