In recent years, Name, Image, and Likeness (NIL) has become a major topic of discussion in the world of college athletics. It allows student-athletes to profit from their personal brand while still in school, giving them the opportunity to earn income through sponsorships, social media endorsements, and other business ventures. But how does this work, and why is it important for student-athletes today?
Let’s break it down.
What Is NIL?
Name, Image, and Likeness (NIL) refers to an athlete’s right to profit from their name, image, and likeness. This includes the ability to:
- Sign endorsement deals with brands or businesses
- Get paid for social media posts promoting products or services
- Sell merchandise, such as jerseys or personalized gear
- Monetize their platform (e.g., YouTube, TikTok, Instagram)
- Enter into paid partnerships with companies or organizations
- Create and sell content, like training videos, coaching tips, or behind-the-scenes footage
Before 2021, NCAA rules prohibited athletes from profiting from their NIL, which meant student-athletes couldn’t sign endorsement deals or monetize their personal brand. However, the NCAA changed the rules on July 1, 2021, allowing student-athletes to benefit from their NIL rights without losing their eligibility to compete in college sports.
Why Is NIL Important for Student-Athletes?
1. Financial Opportunities During College
For many student-athletes, NIL is a game-changer. College athletes often face the challenge of balancing rigorous training schedules with academic commitments, and for many, college sports may not lead to professional careers.
With NIL rights, student-athletes now have the chance to earn money while in school, which can help offset college expenses, such as tuition, housing, and travel costs. Additionally, NIL can provide them with opportunities to build wealth for the future.
2. Leveling the Playing Field
Prior to NIL, many student-athletes struggled to make money while in college, while coaches and universities profited from their athletic abilities. NIL helps level the playing field by allowing athletes to capitalize on their personal brand, regardless of the size of their school or the sport they play. For example, a highly-followed TikTok influencer on a small college soccer team can earn money from endorsements, even if they don’t have the national recognition of a football or basketball star.
3. Preparing for Life After College
NIL provides valuable experience for student-athletes who are interested in entrepreneurship, marketing, or brand-building after college. Building a brand, negotiating deals, managing contracts, and handling social media are all skills that will be useful long after their athletic careers end. These opportunities can boost their careers in areas like business, media, and entertainment, even if they don’t go pro in their sport.
4. Maintaining Control Over Their Brand
Student-athletes often lose control of their image when universities and sponsors profit from their performance. With NIL, athletes can now retain control over their brand, choosing who they partner with, what products they endorse, and how they present themselves to the public. This gives athletes the ability to make decisions that are in their best interest.
How Can Student-Athletes Benefit from NIL?
1. Endorsement Deals and Sponsorships
Student-athletes can partner with brands, companies, and influencers to promote products or services. These deals can vary in size, depending on the athlete’s following, sport, and public recognition.
2. Social Media Monetization
Social media platforms, especially Instagram, TikTok, and YouTube, offer unique opportunities for athletes to monetize their following. By promoting brands or posting sponsored content, athletes can turn their influence into income.
3. Creating and Selling Merchandise
Athletes can create and sell their own merchandise, like t-shirts, hoodies, or personalized items featuring their name, number, or catchphrase. This allows athletes to capitalize on their identity without having to rely on external brands.
4. Appearances and Public Speaking
With NIL, athletes can get paid for speaking engagements, public appearances, or even hosting camps and clinics. This can be a great way to connect with fans while earning income.
5. Partnerships with Local Businesses
In addition to national deals, student-athletes can partner with local businesses in their college towns, promoting restaurants, fitness centers, or other services in exchange for payment.
How Can Parents Support Their Student-Athlete in Navigating NIL?
1. Educate Them on NIL Rules
It’s essential that student-athletes understand the legal and compliance aspects of NIL. Many states and schools have their own rules about NIL opportunities, so it’s important to stay informed. Parents should help their athlete learn about contracts, taxes, and the impact of NIL on their eligibility.
2. Help Them Build Their Brand
Parents can support their child by helping them identify their strengths and unique qualities to build a personal brand. Whether they’re a talented athlete, influencer, or have a special talent, helping them understand how to leverage their presence online can be key to NIL success.
3. Connect Them with Professionals
Athletes will need to navigate contracts and finances carefully. It’s a good idea to connect them with professionals—attorneys, financial advisors, and agents—who specialize in NIL to help them understand their rights and avoid pitfalls.
4. Focus on Education First
While NIL offers great opportunities, it’s still essential that the athlete maintain academic eligibility and focus on their education. Parents should remind them that school comes first, and NIL should never interfere with their academic responsibilities or athletic commitments.
Final Thoughts: The Future of NIL
NIL has fundamentally changed the landscape of college athletics. For the first time, student-athletes have the opportunity to profit from their talents and build long-term careers while still in college. By giving athletes more control over their personal brand, NIL levels the playing field and provides financial opportunities that weren’t available before.
As NIL continues to evolve, parents can play a vital role in helping their student-athlete navigate these opportunities responsibly and with their long-term success in mind.
