College sports aren’t just about wins and championships anymore—they’re also about business. Thanks to new NIL (Name, Image, and Likeness) rules, student-athletes can now earn money by promoting brands, selling merchandise, and building their personal image. It’s a major shift in how college athletics work, and it’s changing lives on and off the field.
From Scholarships to Sponsorships
Before 2021, college athletes couldn’t make money from their fame. Even if they had thousands of followers or appeared in commercials, NCAA rules banned them from earning a dime. Now, those rules are gone—and athletes are signing deals with clothing brands, energy drinks, car dealerships, and more. Take LSU gymnast Olivia Dunne, for example. She’s built a massive social media following and signed deals worth millions. Football players, basketball stars, and even athletes in smaller sports are finding ways to turn their talent into income.
Learning to Be Athletes and Entrepreneurs
With money on the table, student-athletes are learning new skills—like how to manage contracts, build a brand, and handle taxes. Many schools now offer workshops on financial literacy and social media strategy. Some even have NIL advisors to help athletes make smart choices. Take University of Mississippi head football coach Lane Kiffin for example, he stated “You ain’t gonna have any good players if you don’t have NIL money”
Fairness and Challenges
While NIL has opened doors, it’s also raised questions. Are athletes in big sports like football and basketball getting all the attention? What about athletes in track, swimming, or volleyball? Some worry that NIL could create pressure or distractions. Others say it’s a long-overdue way to reward athletes who bring millions to their schools. Experts also point out that NIL deals often favor athletes with large social media followings, which can leave others behind. Still, many believe it’s a step toward fairness and freedom.
The Future of College Sports
NIL is still new, and the rules are evolving. But one thing is clear: college athletes now have more control over their futures. They’re not just students or players—they’re influencers, entrepreneurs, and role models. As more athletes sign deals and build their brands, the line between college and professional sports continues to blur. And for many, that’s a game-changer.
