In the four years since NIL rules were introduced, college sports—especially football—have been completely transformed. What was once a strictly college-level pursuit now mirrors the high-stakes world of the NFL, with athletes landing major sponsorships, promoting products, and building their own brands.
On top of that, schools are now able to directly pay players, thanks to new agreements from major conferences. This shake-up has turned college athletics into a thriving business and sparked debates about fairness, competition, and where the sport is headed.
What Is NIL, and Why Is It Important?
NIL became official on July 1, 2021, when the NCAA allowed athletes to profit from their name, image, and likeness. For years, NCAA rules banned athletes from making money, despite college sports like football and basketball generating millions for schools. The new NIL rules permit athletes to make money in a variety of ways, including through social media, endorsement deals, and even personal merchandise.
Since then, athletes have seized the opportunity to become more than just players—they’ve started building powerful personal brands. This shift has been especially impactful in high-profile sports like football and basketball. Take Bryce Young, former Alabama quarterback and Heisman Trophy winner, who reportedly earned over $1M in NIL deals during his college career.
Athletes Are Now Brand Ambassadors
Colorado head coach Deion Sanders signed with Nike in the ’90s as their premier NFL athlete, releasing his own signature shoe for five consecutive years. Thanks to NIL, his son now has the chance to follow in his footsteps while still in college. Just like his dad, Colorado QB Shedeur Sanders will partner with Nike on a line of apparel and footwear, all before even landing an NFL contract.
This new era of NIL has many athletes, including Shedeur, thinking strategically about how to build their brands while still in school. “Athletes are empowered to make money, and many of them are embracing the chance to build their brands while still in college,” said SEC Commissioner Greg Sankey. But creating a personal brand isn’t always straightforward—it requires significant effort, and some athletes may need guidance when it comes to contracts, social media, and sponsorships.
Social Media: A Big Part of NIL Success
One of the major ways athletes are making money today is through social media. Platforms like Instagram, TikTok, and YouTube allow athletes to connect with fans and brands, giving them a powerful tool to promote products or build their personal brands.
Athletes like gymnast Olivia Dunne (LSU) and basketball players Haley and Hanna Cavinder (Miami) have turned their massive social media followings into profitable deals with brands like Vuori, American Eagle, and Stanley. Now, many are teaming up with agents and marketing experts to manage their social media, negotiate deals, and grow their brands—essentially becoming their own businesses.
How NIL Is Changing College Sports
One of the biggest changes is the rise of the “transfer portal.” With athletes now able to make money, some are switching schools to secure better NIL deals, choosing colleges based on financial incentives rather than just sports programs or academic reputation.
This shift has created noticeable tension in college sports. Coaches and universities are adjusting to a new reality where NIL deals play a key role in recruitment. Former Alabama coach Nick Saban summed up the change, saying, “All the things that I believed in for all these years… no longer exist in college athletics.”
Some worry athletes may prioritize money over academics or team goals, while others see it as a chance for fair compensation and a more equitable approach to college athletics.
What’s Next for NIL?
Critics argue that NIL has stripped college sports of its traditional values, like academic focus and team loyalty. They believe the emphasis on money is shifting athletes’ priorities and could erode the foundation of college athletics.
On the other hand, supporters see NIL as a long-overdue change that finally allows athletes to profit from their own name, image, and likeness. In the future, we might see a system where athletes are fairly compensated without losing sight of their educational and athletic goals. The challenge will be striking a balance that keeps both the athletes and the spirit of college sports in check.
Sources:
- https://www.sportsbusinessjournal.com/Articles/2024/12/11/sbj-iaf-nil-panel
- https://www.si.com/fannation/name-image-likeness/nil-news/college-football-free-agency-transfer-portal-trends-and-nil-impact
- https://www.espn.com/college-sports/story/_/id/41040485/what-nil-college-sports-how-do-athlete-deals-work
- https://www.espn.com/college-sports/story/_/id/40206364/ncaa-power-conferences-agree-allow-schools-pay-players
- https://1819news.com/news/item/nick-saban-on-nil-all-the-things-that-i-believed-in-for-all-these-years-no-longer-exist-in-college-athletics