NIL in College Sports: What It Is and Where It’s Headed

Since 2021, college athletes have been able to earn money from their name, image and likeness (NIL). Here’s what NIL is, how it has changed college sports and where it’s headed.

On July 1, 2021, then-Fresno State basketball stars Haley and Hanna Cavinder officially ushered in college sports’ name, image and likeness era, inking sponsorships with Boost Mobile and Six Star Pro Nutrition at 12:01 a.m. ET

What is NIL?

NIL stands for Name, Image, and Likeness. In the context of college (and even high school) sports, NIL refers to the right of student-athletes to profit from their personal brand. This includes:

• Name: The use of an athlete’s name for commercial purposes
• Image: The use of an athlete’s photograph, likeness, or other visual representations
• Likeness: Any representation of an athlete that is sufficient to identify them

What Does NIL Mean for College Athletes?

Prior to July 1, 2021, NCAA rules prohibited student-athletes from profiting off their name, image, and likeness. Now, athletes can:

1. Sign endorsement deals
2. Monetize their social media presence
3. Sell autographs or merchandise
4. Appear in advertisements
5. Offer paid coaching or sports lessons
6. Launch their own brands

Athletes can now earn from their popularity and skills off the field, and from the large social media followings many high school and college athletes have built.

NIL in College Football

College football, the most popular and highest-revenue college sport, has seen some of the most significant impacts from NIL. High-profile players have secured lucrative deals, with some reportedly earning millions before even playing a single college game.

Some notable NIL deals with major college football players include:

• Arch Manning’s 2023 deal with Panini America while at the University of Texas
• Bijan Robinson’s partnership with Lamborghini while at the University of Texas

Besides the money, these deals give athletes marketing experience that can help them later in their careers.

Then-Texas quarterback Quinn Ewers was one of the faces of NIL in 2024, securing deals with major brands like Athletic Brewing Company, Nicholas Air, and C4 Energy

The Broader Impact of NIL in Sports

While college football often dominates the NIL conversation, the impact extends across all collegiate sports. Here are some key areas where NIL is making waves:

1. Recruiting: High school athletes now consider NIL potential when choosing colleges, adding a new dimension to the recruiting process.
2. Gender Equity: NIL has provided new opportunities for female athletes to monetize their brand, particularly in sports like gymnastics and women’s basketball. The Livvy Fund at LSU was an early example of this trend. Data from the likes of Opendorse suggests that in certain instances, female athletes outperform male athletes on commercial NIL opportunities.
3. Olympic Sports: Athletes in non-revenue sports now have the opportunity to earn money, which could encourage more talented players to stay in college longer instead of turning professional early.
4. Education: Universities are now offering courses and resources on brand management and financial literacy to help athletes navigate NIL opportunities. Check out the CleanKonnect NIL Certification Course for a resource to help you take your NIL education to the next level!
5. Local Economies: Local businesses in college towns are partnering with athletes.

Navigating the NIL Landscape

Student-athletes, parents and brands who want to be involved in NIL need to know the rules, how the money works and how to build a personal brand. Many universities work with companies like ours to teach those basics. See our NIL Certification Course to learn more.

The Future of NIL

The landscape continues to evolve. Key areas to watch include:

1. House v. NCAA Settlement: The settlement received final court approval on June 6, 2025, and schools began paying athletes directly through revenue sharing on July 1, 2025. Each school could share up to roughly $20.5 million in 2025-26, and the cap rises to $21.58 million for 2026-27. Third-party NIL deals of $600 or more are now reported to the College Sports Commission's NIL Go.
2. Federal Legislation: The Protect College Sports Act, which would create one national NIL standard, passed the Senate 77-22 on September 28, 2026 and now goes to the House. A bill that isn't signed by January 3, 2027 has to start over in the new Congress.
3. The Future of Collectives: A collective is an independent organization tied to a school that raises money from donors, fans, and businesses to fund NIL deals for college athletes. Collectives used to attract top talent by offering financial incentives for athletes to join, transfer to, or stay at a school, and the most successful ones reportedly raised $20 million annually. Since July 2025, deals between athletes and collectives go through the College Sports Commission's NIL Go review, which checks that each deal has a valid business purpose.
4. Employment Status: Courts, the NLRB and Congress are still working out whether athletes can be classified as employees, which would open the door to collective bargaining.
5. International Student-Athletes: Navigating NIL opportunities for international students, who face additional visa restrictions, remains a challenge.
6. Long-term Impact on College Sports: It’s still unclear how NIL will affect competitive balance, athlete retention and the structure of college sports, including the NCAA’s future after the House v. NCAA settlement.

Conclusion

NIL changed the relationship between athletes, universities and businesses, and it’s still changing.

The CleanKonnect NIL Certification Course goes past athlete branding: it covers what led to July 1, 2021, NIL data, legislation, memorable quotes and what’s coming next.