What Exactly is NIL?

It has become a term thrown around by fans and media members, but with all the hype, there is still a lot of confusion about what NIL actually means.

Unless you’ve completely tuned out of college sports for the past five years, you’ve probably heard people tossing around the term “NIL.”

Is it all about money? A loophole for schools to buy the best talent? Is it good or bad for college sports?

NIL stands for name, image, and likeness, and refers to a student-athlete's right to profit from their personal brand, through endorsements, sponsorships, content, and more, without losing NCAA eligibility.

But NIL is bigger than just a paycheck for athletes. It is reshaping everything in college sports, from the way brands advertise, to how local businesses invest in their communities, to the financial future of college sports and media.

NIL is no longer just a college sports story. It’s a media story. And if you don’t understand it now, you're already falling behind.

What NIL Really Means

NIL is an evolving system that transforms student-athletes into entrepreneurs and influencers—but it’s not just about seven-figure endorsement deals.

The game changed in 2021 when the U.S. Supreme Court unanimously ruled in NCAA v. Alston, stating that the NCAA couldn't limit education-related benefits. The ruling opened the doors for states and colleges to allow NIL deals, and student-athletes could now legally cash in.

Student-athletes like LSU gymnast Livvy Dunne and Colorado two-way star Travis Hunter leveraged their personal brands and followings to build seven-figure social media empires.

This past year, a ruling in House v. NCAA took these rules a bit further. The case granted back pay to former athletes, paving the way for athletes to be compensated directly by colleges in the future. That’s a significant shift and could transition college programs into semi-professional systems.

David B. Falk College of Sport & Human Dynamics at Syracuse University is becoming a national leader in NIL education by hosting its first NIL Summit on March 28, where its athletes and students got hands-on training in branding, contracts, and financial literacy.

Experts like Rachel Maeng Brown, the CEO and founder of GEN Agency, say the NIL industry is top-heavy, but there are many athletes who can still capitalize on their NIL through programs like the NIL Summit at Falk.

“The NIL industry isn’t democratized. It’s really the top 1 to 10 percent who understand what NIL really is, and they’re getting those millions of dollars,” Brown said.

Dave Meluni , a Falk professor, explained the impact of NIL, highlighting how student-athletes can become influencers within their communities.

“You have the opportunity to have a localized Josh Allen,” Meluni said. “And I think too many folks are seeing the million-dollar deals, and nobody is talking about the localized deals.”

… And What It Doesn’t

Despite what some fans might think, college athletes are still not being paid directly by their school. At least not yet.

This is likely to change in the fall of 2025, with the legal landscape shifting, but for now, NIL money comes from third parties like brands, collectives, fans, and businesses. This is an important distinction, because NIL is not a paycheck. It’s an athlete’s opportunity to capitalize and leverage their platform off the field.

The headlines tend to highlight seven-figure NIL deals, like Duke basketball phenom Cooper Flagg partnering with AT&T or LSU's Flau’jae Johnson teaming up with Experian. But that’s not the full picture.

Walk-ons, Olympic sports athletes, and even student managers are also cashing in. And in some cases, going viral online matters more than stats on the field.

Take Amir “Aura” Khan for example. He is a former student manager for the McNeese basketball team, who went viral on social media for leading his team to the court before games carrying a boombox playing music. He capitalized on his moment of fame with several NIL deals, including Buffalo Wild Wings, TickPick, and Insomnia Cookies.

NIL does not mean only stars can capitalize. It does not mean money is guaranteed. And it does not mean every college athlete can make millions.

But it does mean that college athletes now have the freedom to create value on their own terms, and it'll be up to colleges and third parties to give student-athletes the tools necessary to succeed.

What’s Next for NIL?

By the end of 2025, schools will likely be able to directly pay their student-athletes. This could lead to athletes receiving a type of salary or stipends from their schools, further blurring the lines between amateur and professional sports.

Schools like Syracuse will expand programs designed to help student-athletes better understand the complexities of navigating NIL. Specifically, these programs will help students learn how to manage taxes, contracts, financial planning, branding, and more.

There will be growth in local and niche NIL deals. By 2026, more student-athletes from lesser-known sports, walk-ons, and even students with smaller social media followings could start landing local sponsorships and building personal brands. Local NIL deals allow athletes to find unique ways to engage with their local communities and smaller businesses. More athletes and personalities will arise as these kids learn more about the space.

With the growth of digital media, NIL will likely become an even bigger component of college sports broadcasting. Expect to see more athlete-driven media platforms, including podcasts, social media accounts, and brand partnerships, where athletes become content creators.

As a sports fan, business person, or media member, understanding NIL is no longer optional. It’s essential.