The Continued Impact of NIL On College Football

The rise of Name, Image, and Likeness (NIL) deals in college football is transforming the sport in several ways. Here’s a look at four key aspects, as well as what has changed or happened through the years since it started.

1. The Empowerment of Athletes

Now more than ever, there are significant financial opportunities for college football players. Athletes can earn money through endorsements, sponsorships, social media, and other avenues. This allows them to benefit financially from their athletic skills and popularity while still in school. Additionally, players are exploring entrepreneurship and brand-building opportunities. As they become more aware of their personal brands, they will seek to monetize them. This could lead to increased fan engagement and even opportunities beyond football.

Photo Cred: USA Today’s FTW

2. Recruiting Dynamics 

NIL deals have become a critical factor in recruiting, as top programs leverage their market size and connections to attract high-profile athletes. Schools in larger media markets or with strong alumni networks may have an edge in securing top talent. Popular schools that can generate significant revenue through their football programs tend to hold the advantage. Georgia, Alabama, Texas, Michigan, and Ohio State are a few examples. 

3. Team Dynamics and Locker Room Culture

NIL deals could lead to disparities within teams, with some players earning a significant amount of money while others earn little or nothing. This could create tension or affect team chemistry. The transfer process may increasingly resemble college “free agency”, as I have mentioned before. College sports may now start to resemble their professional counterparts. Players might gain more influence over their careers, leading to increased movement through the transfer portal. This will be more prevalent especially if they believe they can secure better NIL opportunities elsewhere.

Photo Cred: Sports Illustrated

4. Changes in College Football Economics 

The rise of NIL could introduce new revenue streams for schools and their athletic departments. They may seek partnerships with companies to help their athletes secure potential deals. This shift in power dynamics could challenge the influence of traditional revenue sources, such as TV contracts and conference alignments. Individual athletes now have greater economic power and the ability to generate income independently.

NIL Through the Years

• July 1, 2021 marked the start of this landmark policy. At the time, only 28 states had NIL laws passed and in effect, including 12 on July 1. Three main guidelines were established, and other states were working through their own legislation.
• In 2022, the NIL Summit introduced the NIL Awards to reward student-athletes, colleges, and certain brands/organizations for the best use of name, image, and likeness.
  • That same year, the NCAA Board of Directors issued NIL guidance to ensure NIL deals would not be forbidden during the player recruiting process.
• 2023 saw the launch of the NIL Marketing Partnerships Report.
  •  NCAA President Charlie Baker created a letter with proposed NIL regulation changes on December 5, 2023.
  • A day later, three US Senators and a US Representative reintroduced a significant federal bill. According to them, college athletes would be classified as employees with the right to unionize and would be granted certain rights.
• As of 2024, only 33 states, along with the District of Columbia, have some form of NIL legislation. Delaware still has a law regulating the actions of student-athletes’ agents, however. Alabama is the only state to repeal its NIL Act.
  • • Seven of the 17 states without legislation at least have high school NIL laws: Alaska, Idaho (with some stipulations), Iowa, Massachusetts, New Hampshire, North Dakota, and Rhode Island.
  • Quarterback Jaden Rashada sued Florida head coach Billy Napier and Gators booster Hugh Hatchcock on May 21, 2024. This was due to a failed NIL deal after he flipped his commitment from Miami to Florida.
  • May 23, 2024 was another historic day for college athletes. The NCAA and the “Power 5” conferences decided that players are allowed to be paid directly.
  • On August 1, 2024, the “core guarantee” rules, unanimously adopted in April 2023, went into effect.

Photo Cred: WSJ

Will NIL Threaten Tradition?

NIL in college football is a positive development for athletes, but it comes with potential drawbacks. While it empowers athletes and opens new opportunities, it also presents challenges in maintaining competitive balance and the tradition of college sports. What makes college football special is that athletes play for the love of the game, not for money. This dynamic is changing, whether people want to acknowledge it or not.

Photo Cred: YouTube- RSHighlights

My hope is that athletes don’t lose sight of their education and degree aspirations amid the potential earnings. At the same time, they should continue focusing on developing their skills for the next level, a reality for only 1% of these athletes. NIL should be embraced, but we must not get away from the history and tradition of the game.