NIL stands for “Name, Image, and Likeness,” and it refers to the rights of athletes—particularly college athletes—to profit from their personal brand. Under NIL rules, student-athletes can now earn money through sponsorships, endorsements, autograph signings, social media promotions, and other ventures that leverage their identity with owned content. This marks a major shift from previous NCAA regulations, which prohibited athletes from receiving compensation beyond scholarships and stipends. With NIL opportunities, athletes can build their brand while still in school, giving them more financial freedom and a head start in managing their professional careers.
Athletes are benefiting from NIL in a lot of impactful ways. Financially, many are earning money through brand deals, social media partnerships, personal merchandise, and appearances—opportunities that weren’t available before NIL rights were granted. Some high-profile college athletes are making six or even seven figures, while others are using NIL deals to support themselves and their families, pay for school expenses, or invest in their futures. Beyond money, NIL also helps athletes build their personal brand early, gaining real-world business experience, marketing skills, and professional connections. For many, it’s not just about making cash now—it’s about setting themselves up for success long after their playing days are over.
NIL plays a huge role in helping athletes build their influencer status. With the ability to monetize their name, image, and likeness, athletes are encouraged to grow their social media presence, engage with fans, and create content that reflects their personality and values. The more visibility they have, the more attractive they become to brands looking for partnerships. This pushes athletes to think like influencers who own their own content —building a personal brand, crafting a unique voice, and staying active online. Over time, that influencer status can open doors beyond sports, like launching businesses, starting YouTube channels or podcasts, or even landing roles in media and entertainment. NIL essentially gives athletes the green light to turn their athletic platform into something much bigger.
Athletes are getting super creative with the types of personal content they’re using for NIL deals—it’s all about showing personality, building a following, and connecting with fans. Some of the most common types include:
- Social media posts and stories on platforms like Instagram, TikTok, and X (formerly Twitter), where they promote brands, products, or services.
- Behind-the-scenes content, like daily routines, training sessions, locker room moments, or game day vlogs, which gives fans an inside look at their lives.
- Sponsored videos or reels, often featuring unboxings, product reviews, or how they use certain gear or supplements in their performance.
- Lifestyle content, such as fashion, food, travel, and wellness—showing that they’re more than just athletes.
- Personal merchandise drops, including custom apparel or signature gear lines they promote through their channels.
- Collaborations and giveaways, where they team up with brands or other creators to grow their audience and engage fans.
Anything that lets their personality shine, can have a compound effect on building their brand and image for the future, or builds a connection with their audience can become valuable NIL content.
Swing for the Fences,
Coach Kuta
