Since the NCAA approved Name, Image, and Likeness (NIL) rights in July 2021, college football players have been at the forefront of massive NIL deals, brand sponsorships, and donor-backed NIL collectives.
From multimillion-dollar endorsements to NIL collectives influencing recruiting, NIL football has completely changed college athletics. Some people think it’s influencing for good and some people think it’s not for good.
Let’s break down how NIL works in college football, the biggest NIL deals, and what it means for the future of the sport.
What Is NIL in College Football?
NIL in football allows players to legally earn money while playing in college by monetizing their name, image, and likeness.
Football players make money through:
✔️ Brand sponsorships & endorsements (Nike, Gatorade, etc.)
✔️ NIL collective-funded deals (donor-backed financial support)
✔️ Social media partnerships (Instagram, TikTok, YouTube)
✔️ Autograph signings & merchandise sales
✔️ Video game licensing (EA Sports NCAA Football)
Unlike professional salaries, NIL deals are funded by private businesses, brands, and wealthy alumni—not the schools themselves.
How Do NIL Football Players Make Money?
1. Brand Sponsorships & Endorsements
Big-name brands compete to sign college football stars, especially quarterbacks and high-profile recruits.
✔️ Apparel & shoe deals – Nike, Adidas, Under Armour
✔️ Food & beverage sponsorships – Gatorade, Raising Cane’s
✔️ Car dealership deals – Luxury vehicles for top players
Example:
- Shedeur Sanders (Colorado QB) has a Mercedes-Benz NIL deal, making him one of the most marketable players.
2. NIL Collectives & Booster-Funded Deals
NIL collectives are donor-funded groups that pool money to pay football players for promotional work, appearances, and marketing efforts.
✔️ Schools with wealthy NIL collectives dominate recruiting.
✔️ Top recruits and transfers often consider NIL deals before committing.
Example:
- Texas A&M’s 12th Man+ Fund reportedly helped secure a top-ranked recruiting class by offering competitive NIL packages.
3. Social Media & Content Monetization
Football players with large followings can earn NIL money from:
✔️ Instagram & TikTok sponsorships
✔️ YouTube ad revenue (game-day vlogs, Q&A videos)
✔️ Brand partnerships through social media promotions
Example:
- Arch Manning (Texas QB) earns millions in NIL deals without even being active on social media—showing how elite talent alone can attract NIL money.
4. Merchandising & Autograph Sales
Football players can sell:
✔️ Jerseys & apparel with their name on it
✔️ Signed footballs, helmets, & trading cards
✔️ NFTs & digital collectibles
Example:
- Bryce Young (former Alabama QB) made over $3.5 million through NIL deals, including autograph sales.
5. Video Game Licensing & Media Rights
EA Sports announced that college football players will be paid for appearing in NCAA Football 2024, a huge step for NIL.
✔️ Players get compensation for their likeness in the game.
✔️ Future TV deals may include NIL revenue-sharing opportunities.
Example:
- EA Sports will pay each athlete a set amount for using their name and likeness in the upcoming game.
Biggest NIL Football Deals
| Player | School | Estimated NIL Deal | Major Brands |
|---|---|---|---|
| Arch Manning | Texas | $3.8 million | Panini, Nike |
| Shedeur Sanders | Colorado | $4.5 million | Mercedes-Benz, Gatorade |
| Caleb Williams | USC | $3.2 million | Beats by Dre, Wendy’s |
| Quinn Ewers | Texas | $2.4 million | Wrangler, Panini |
| Jaden Rashada | Arizona St. | $9.5 million* | Miami collective deal (failed) |
*Rashada’s NIL deal with Miami’s collective collapsed, leading to major controversy over NIL recruiting.
How NIL Is Changing College Football
1. NIL Is Reshaping Recruiting
NIL money plays a huge role in where top recruits commit, with athletes choosing schools not just for football opportunities, but for financial gain.
✔️ Schools with wealthy NIL collectives attract the best talent.
✔️ Players are transferring more often to chase bigger NIL deals.
Example:
- Miami & Florida lost top recruits due to NIL deal collapses, proving that NIL is now a major recruiting factor.
2. Quarterbacks Dominate NIL Earnings
✔️ QBs earn the biggest NIL deals due to their marketability.
✔️ Offensive playmakers (RBs & WRs) also land major deals.
Example:
- Bryce Young, Caleb Williams, and Arch Manning all secured multi-million-dollar NIL contracts before even reaching the NFL.
3. Players Are Staying in College Longer
Before NIL, top players left for the NFL as soon as possible to make money. Now, with NIL earnings in the millions, some players are staying in college longer.
✔️ More financial security before turning pro.
✔️ Stronger competition in college football.
Example:
- Bo Nix (Oregon QB) and Michael Penix Jr. (Washington QB) stayed in college instead of entering the NFL draft, partially due to NIL earnings.
4. NIL Creates Controversy & Legal Challenges
While NIL has helped athletes, it has also led to:
🚨 “Pay-for-play” accusations – Boosters influencing recruiting with NIL deals.
🚨 NIL deal collapses – Some athletes sign contracts that later fall apart.
🚨 Competitive imbalance – Schools with bigger NIL budgets dominate.
Example:
- Nick Saban & Jimbo Fisher clashed over NIL, with Saban accusing Texas A&M of “buying” recruits.
The Future of NIL in College Football
Looking ahead, expect:
✔️ More structured NIL contracts to prevent disputes.
✔️ NCAA regulations on NIL collectives to create fairer recruiting practices.
✔️ Schools launching in-house NIL departments to manage deals.
✔️ Potential revenue-sharing models between athletes and conferences.
Final Thoughts: Is NIL Good for College Football?
NIL has revolutionized college football, giving athletes the financial freedom they deserve while also shaking up recruiting and competition.
For athletes, NIL means:
✔️ More control over their careers.
✔️ Millions in earnings before going pro.
✔️ A chance to build their personal brand early.
What do you think about NIL football? Drop a comment below!
For schools, NIL is both a challenge and an opportunity—programs must adapt to the new era or fall behind.
My thoughts are that NIL in College Football is a great opportunity to create income but it still doesn’t solve the issue that 60% of professional athletes that get paid ridiculous amounts of money end up bankrupt. Because most people don’t know how to sustain it and can’t shift from sport the business world fluidly. I really am intrigued to hear how it changes the sport internally. There can’t be as much motivation to train for some people but more for others.
Some good money to play a sport but most of them should be investing in contributing back into the world through their sport and that’s what I help people do. If you’re making a ton of money NIL but you want to sustain it and make more impact be sure to reach out.