Since the NCAA introduced Name, Image, and Likeness (NIL) rights in July 2021, college athletes have been able to sign NIL deals that allow them to earn money from sponsorships, endorsements, and personal branding.
From multimillion-dollar contracts with major brands to fan-driven support through NIL collectives, athletes across all sports are finding ways to monetize their talent and influence. What a time to be alive as an athlete able to take advantage of NIL Deals in 2025 and beyond.
But how do NIL deals work, and what are the biggest deals signed so far? Let’s break it all down.
What Is an NIL Deal?
An NIL deal is a legally binding agreement between an athlete and a brand, business, or NIL collective that allows the athlete to earn money using their name, image, and likeness.
These deals cover:
✔️ Brand endorsements (social media posts, commercials, etc.)
✔️ Sponsorship agreements (wearing branded gear, promoting products)
✔️ NIL collectives-funded deals (booster-backed financial support)
✔️ Merchandising and licensing (jersey sales, NFTs, autographs)
Unlike professional contracts, NIL deals do not involve salaries from the school—instead, athletes are paid by private businesses, brands, or donors.
How Do NIL Deals Work For Athletes?
1. NIL Deals with Brand Sponsorships & Endorsements
Brands pay athletes to promote products through social media, TV ads, and live appearances.
✔️ Shoe deals – Nike, Adidas, Under Armour
✔️ Apparel sponsorships – Fanatics, PSD Underwear
✔️ Food & beverage deals – Gatorade, Raising Cane’s
Example:
- Bronny James (USC Basketball) signed a Nike deal worth $7.5 million, making him one of the highest-paid NIL athletes.
2. NIL Deals From Social Media
Athletes with large followings earn big money from TikTok, Instagram, and YouTube through:
✔️ Sponsored posts – Brands pay athletes to promote products.
✔️ YouTube ad revenue – Content creators earn from video views.
✔️ TikTok Creator Fund – Pays based on video engagement.
Example:
- Jared McCain (Duke Basketball) makes thousands per month from NIL deals tied to his TikTok and YouTube following.
3. NIL Collectives & Booster-Funded Deals
Many schools have NIL collectives, where wealthy donors pool money to fund NIL opportunities for athletes.
✔️ Athletes are paid for appearances, charity work, and promotions.
✔️ Collectives give schools a recruiting advantage.
Example:
- Tennessee’s Spyre Sports Group has raised over $25 million to fund NIL deals for Volunteers athletes.
4. Merchandising & Autograph Sales
Athletes can sell:
✔️ Personal merchandise (T-shirts, hoodies, hats)
✔️ Autographed memorabilia (jerseys, posters, trading cards)
✔️ NFTs & digital collectibles
Example:
- North Carolina’s Armando Bacot partnered with Topps to release a trading card collection.
5. Video Game Licensing & Media Deals
Upcoming video games will pay college athletes for their inclusion.
✔️ EA Sports NCAA Football (2024) will compensate players.
✔️ TV & media appearances bring in extra NIL revenue.
Example:
- Football and basketball players will be paid for their likeness in EA Sports’ NCAA Football game.
Biggest NIL Deals in College Sports
| Athlete | School | Estimated NIL Deal | Notable Brands |
|---|---|---|---|
| Bronny James | USC | $7.5 million | Nike, Beats by Dre |
| Caitlin Clark | Iowa | $3.4 million | Nike, Gatorade, State Farm |
| Shedeur Sanders | Colorado | $4.5 million | Mercedes-Benz, Gatorade |
| Angel Reese | LSU | $1.8 million | Coach, Reebok |
| Arch Manning | Texas | $3.8 million | Panini, Nike |
These top NIL deals show how much money college athletes can make in today’s market. Crazy to think that the best athletes can cash in and make income using NIL deals.
How Athletes Can Secure NIL Deals
Athletes looking to land NIL deals should focus on:
1. Building Their Personal Brand
✔️ Grow a social media following.
✔️ Engage with fans and brands online.
2. Partnering with the Right NIL Agency
✔️ Work with NIL collectives and agents to find the best opportunities.
3. Understanding NIL Contract Terms
✔️ Ensure fair payment structures.
✔️ Avoid exclusivity clauses that limit future deals.
4. Leveraging Networking Opportunities
✔️ Connect with local businesses and large brands.
✔️ Use NIL marketplaces like Opendorse and INFLCR.
Challenges & Controversies in NIL Deals
While NIL has created huge opportunities, it has also sparked debate and controversy.
1. Pay-for-Play Accusations
Some argue that NIL collectives are disguising “pay-for-play” schemes, influencing recruiting decisions.
2. Lack of Transparency
✔️ Some NIL deals lack clear rules, leading to disputes between athletes, brands, and collectives.
✔️ Recruiting violations have already been reported in some cases.
Example:
- Miami’s Jaden Rashada reportedly had a $9.5 million NIL deal fall through, leading to a public legal battle.
3. Competitive Imbalance
✔️ Schools with wealthy NIL collectives have a huge advantage in recruiting.
✔️ Smaller programs are struggling to compete financially.
Example:
- Texas A&M and Alabama’s coaches publicly feuded over NIL money, with Nick Saban accusing A&M of “buying” their recruiting class.
The Future of NIL Deals
The NIL market is still evolving, and experts predict:
✔️ More structured NIL contracts to prevent disputes.
✔️ NCAA regulations on NIL collectives to ensure fair competition.
✔️ Stronger financial literacy programs for college athletes.
Some believe NIL deals will eventually resemble professional endorsement contracts, with long-term agreements and revenue-sharing models.
Final Thoughts: Are NIL Deals Good for College Sports?
NIL deals have changed college athletics forever, empowering athletes financially while creating new challenges in recruiting and competition.
For athletes, NIL deals represent:
✔️ Life-changing financial opportunities.
✔️ A chance to build a personal brand before turning pro.
✔️ More control over their careers and earning potential.
For schools, NIL is both a challenge and an opportunity—programs must adapt or fall behind in the new era of college sports.
What do you think about NIL deals? Drop a comment below!
I personally think it’s a great way to cash in but it is definitely something you’re not in complete control over so it would be better to start getting paid as an athlete by starting your own online business. If that’s something you’re interested in drop a comment I can send you a training video.