Since the NCAA introduced Name, Image, and Likeness (NIL) rights in July 2021, college athletes have been allowed to make money while maintaining their eligibility. These NIL athletes are leveraging social media, endorsements, merchandise sales, and brand deals to generate income—sometimes in the millions.
But what exactly is an NIL athlete, and how do they make money? Let’s break it down.
What Are NIL Athletes?
NIL athletes are college or high school athletes who earn money by monetizing their name, image, and likeness. Before 2021, NCAA rules prevented student-athletes from making money from endorsements or sponsorships. I would even say any athlete who is trying to make money from their name image and likeness. It’s called NIL and mainly focused on college because that’s where it started.
Now, thanks to NIL reforms, athletes can legally profit from their personal brand while still competing in college sports.
What Can NIL Athletes Do?
✔️ Sign endorsement and sponsorship deals
✔️ Make money through social media promotions
✔️ Sell personal merchandise (t-shirts, NFTs, autographs)
✔️ Host training camps and private coaching sessions
✔️ Appear in commercials and video games and more!! NIL Athletes have endless opportunities.
How Do NIL Athletes Make Money?
1. Brand Endorsements & Sponsorships
Many NIL athletes earn money by partnering with major brands. Companies pay them to promote products on social media, wear branded apparel, or appear in commercials.
Example:
- LSU gymnast Olivia Dunne has multi-million dollar NIL deals with brands like Vuori, Motorola, and American Eagle.
- Colorado quarterback Shedeur Sanders has NIL deals with Beats by Dre, Gatorade, and Mercedes-Benz.
Who Pays NIL Athletes?
✔️ Large brands (Nike, Adidas, Gatorade)
✔️ Local businesses (gyms, car dealerships, restaurants)
2. NIL Collectives (Booster-Funded Deals)
Many NIL athletes receive funding through NIL collectives—donor-backed groups that provide financial support for athletes at specific schools.
How It Works:
- Alumni and boosters donate money to the collective.
- The collective pays athletes for promotional work, community service, or brand partnerships.
Example:
- The “12th Man+ Fund” at Texas A&M helps athletes earn NIL money through structured deals.
- Florida’s Gator Collective supports athletes with booster-backed sponsorships.
Who Pays?
✔️ Wealthy alumni and boosters
✔️ Businesses supporting school athletics
3. Social Media Monetization
NIL athletes can also earn money through social media platforms, including:
✔️ YouTube Ad Revenue (monetized videos)
✔️ TikTok Creator Fund (paid based on video views)
✔️ Instagram Reels Bonuses
✔️ Affiliate marketing commissions
Example:
Duke basketball player Jared McCain makes money through his YouTube channel, where he earns from ad views, sponsorships, and affiliate links.
Who Pays?
✔️ Social media platforms (YouTube, TikTok, Instagram)
✔️ Brands offering affiliate deals
4. Merchandise & Licensing Deals
Many NIL athletes sell their own branded merchandise, including:
✔️ Custom apparel (t-shirts, hoodies, hats)
✔️ Autographed memorabilia (jerseys, posters, trading cards)
✔️ NFTs (digital collectibles)
Example:
Miami quarterback D’Eriq King launched his own NFT collection and earned thousands through digital trading cards.
Who Pays?
✔️ Fans who buy merch and memorabilia
5. Training Camps & Coaching Sessions
Some NIL athletes use their skills to teach others by hosting:
✔️ Youth sports camps
✔️ Private training sessions
✔️ Online coaching programs
Example:
USC quarterback Caleb Williams hosted a football camp, where young athletes paid to learn from him.
Who Pays?
✔️ Parents and young athletes
6. Video Game & Jersey Licensing
As NIL evolves, athletes can now earn money from:
✔️ Inclusion in video games (e.g., EA Sports College Football)
✔️ Jerseys sold with their names
Example:
EA Sports announced that college football players will be paid for their names appearing in the upcoming NCAA Football video game in 2024.
Who Pays?
✔️ Video game developers (EA Sports, 2K)
✔️ Merchandising companies (Nike, Fanatics)
Top NIL Athletes & Their Earnings
The top NIL athletes are making millions through sponsorships, social media, and brand deals.
| Athlete | Sport | Estimated NIL Earnings | Notable Deals |
|---|---|---|---|
| Bronny James | Basketball | $7.5 million | Nike, Beats by Dre |
| Olivia Dunne | Gymnastics | $3.4 million | Vuori, American Eagle |
| Shedeur Sanders | Football | $4.5 million | Gatorade, Mercedes-Benz |
| Arch Manning | Football | $3.8 million | Panini, Nike |
| Caleb Williams | Football | $3.2 million | Beats by Dre, Wendy’s |
Who Can Be an NIL Athlete?
✔️ College Athletes – NCAA Division I, II, and III athletes can now profit from NIL.
✔️ High School Athletes – Some states allow high school athletes to sign NIL deals.
✔️ Female Athletes – Women’s sports stars have leveraged social media to secure major deals.
The Future of NIL Athletes
Since NIL’s introduction, college athletes have more financial opportunities than ever before. Moving forward, we can expect:
✔️ More structured NIL deals with better legal protection
✔️ Athletes gaining financial literacy training
✔️ NIL collectives playing a bigger role in college recruiting
Some experts believe NIL will eventually lead to direct athlete salaries, further blurring the line between amateur and professional sports.
Final Thoughts
NIL athletes have reshaped college sports, earning money through sponsorships, social media, and personal branding. From high-profile football players to social media stars in gymnastics, NIL is creating massive earning opportunities for student-athletes. The thing about the brand deals and sponsorships it’s not super sustainable and not very impactful. If you’re looking for something more impactful find on instagram Christianvball.
Whether you’re an aspiring college athlete or a sports fan, NIL is changing the game—and the best-paid NIL athletes are proving it’s just the beginning. Go #GETPAID athletes ya’l deserve to make income and impact for all the knowledge, experience and expertise you have!