NIL (Name, Image and Likeness): What Every Family Needs to Know About Making Money as a Student-Athlete

The rules for NIL continue to evolve, giving athletes new ways to earn income from their name, image, and likeness. It’s exciting, and can range from extra money that helps make school more affordable to life-changing income. NIL rights are a major step forward in giving student-athletes more control over their personal brand and financial future. For some, it can be a life-changing opportunity to support themselves or their families while still in school. But there are rules, and NIL activities can still put eligibility in jeopardy. 

This guide provides you with the latest about NIL, including the changing regulations surrounding it. You’ll learn how NIL deals work, which activities are allowed, where to find them, and how to stay within the NIL rules to make money without putting your eligibility in danger.

What is NIL?

NIL stands for Name, Image, and Likeness. It allows student-athletes to earn money by using their name, face, or personal brand. With NIL, high school and college athletes can get paid for things like social media posts, brand deals, selling merchandise, and more without losing their NCAA eligibility to play.

Recent NIL changes

As of July 1, 2025, a major shift has taken place in college sports. Under the House v. NCAA settlement, Division I schools can directly pay student-athletes for their name, image, and likeness (NIL), ushering in a new era of compensation.

Student-athletes can also start negotiating NIL deals before enrolling at a school, giving them more control and options during the recruiting process.

With these expanded opportunities, NIL regulations have also become stricter. Athletes must report any NIL deal worth more than $600, and some deals may be subject to third-party review. To remain eligible, athletes need to stay enrolled and show they are making progress toward earning a degree.

How do NIL deals work?

When a student-athlete signs an NIL deal, they’re entering into a contract with a brand, company, individual, or other organization. These contracts allow student-athletes to get paid in exchange for things like appearing in commercials, posting on social media, or making public appearances. 

Sometimes, the contract gives a brand permission to use the athlete’s name or image to sell a product. For example, their picture may appear on the packaging of a snack, or on a display in a store selling batteries. In some cases, the product being promoted could even be created around the athlete, like Mr. Beast’s “Feastables” candy brand.

NIL deals can range from one-time payments for a single social media post or a single appearance to sign autographs at an event, to long-term brand partnerships that last multiple years and include repeated appearances or advertising campaigns for the same company. 

NIL deals are not allowed to pay athletes for on-field achievements or specific performances. Unlike in pro sports, where an athlete can earn bonuses for playing a certain amount of time or scoring a certain number of goals, NCAA rules currently don’t allow this under NIL.

Real NIL deal examples: What student-athletes are doing today

Here are some examples of the types of activities that are allowed under NIL deals, along with examples from real athletes:

• Appearing in advertisements ( TV, radio, or online): University of Kentucky basketball’s Clara Strack appeared in commercials for Intuit TurboTax.

• Licensing an athlete’s image for a product or package: Clemson University quarterback Cade Klubnik signed an NIL deal with Collegiate Legends to create an action figure in his likeness.

• Posting on social media for a brand: LSU gymnast Livvy Dunne promotes Crocs as a brand ambassador on her social platforms.

• Wearing sponsored apparel: University of South Carolina sprinter Jameesia Smith signed a deal with HOKA to wear their shoes during competitions and appearances.

NIL deals may also include activities like appearing or coaching at a camp or clinic, making a personal appearance at an event, giving a speech, appearing on or hosting a podcast, or being paid to create music or art that’s sponsored by a brand.

How the NCAA checks big NIL deals

NIL deals are new and exciting, but they come with rules about what athletes can promote and how deals are structured. Certain products may not be allowed, and deals must follow NCAA, state, and school guidelines.

According to new NCAA rules, any NIL deal valued at more than $600 must be reported to the NCAA through a new platform, called “NIL Go.” Run by Deloitte and the newly formed College Sports Commission, it reviews whether the deal reflects fair market value.

Before signing any NIL deal, consider speaking with an NIL lawyer to make sure the deal complies with NCAA rules. At the very least, student-athletes need to talk to the NIL compliance officers at their school, or the schools they wish to attend, to ensure the deal is allowed under all rules. If they don’t, the settlement says, the deals will be rejected or sent to arbitration for review.

The College Sports Association has also said that NIL deals submitted through NIL Go must serve a “valid business purpose.” This may eventually change how NIL collectives are able to work with athletes, the CSA says.

Who pays NIL money?

When a student-athlete signs an NIL contract with a brand, company, or individual, that brand or company pays the NIL money to the student. Some examples of the types of companies that sign NIL deals and pay NIL money to student athletes include:

• Private companies and brands: These can include apparel companies, food and beverage brands, trading card companies, financial services companies, and many more. 

• NIL collectives: These are organizations that are usually school-specific, and they’re designed to attract student-athletes to their schools and generate NIL deals for the athletes that sign with the collective. The money is “collected” from university donors, alumni, fans, and boosters. The collective then pools this money to distribute to athletes and to find and facilitate NIL deals. While NIL collectives are made up of fans and other donors for a specific team or school, the organizations aren’t actually part of the schools themselves.

Where can athletes find NIL opportunities and deals?

If you’ve got a large social media following, or if you’re a highly sought-after recruit, or have a big moment in a high-profile tournament like March Madness, companies may approach you with NIL deals. (Reminder: like all NIL contracts, these will need to be vetted by NIL compliance officers and/or lawyers.) 

Most athletes will need to seek out NIL opportunities themselves if they want to land deals. 

The good news? You don’t need to knock on businesses’ doors or send cold DMs. There are resources and people who can help:

University Athletic Departments

Changes in NIL laws in many states now make it OK for NCAA schools to help athletes find and facilitate NIL deals. Ask the recruiting coordinator at schools you’re interested in attending if they can connect you with the NIL office, and how they’ve helped other athletes find opportunities.

NIL Collectives

These school-specific organizations pool together money from donors and boosters to provide and find NIL deals for athletes on the teams they support. Student-athletes can sign with the collective, and the organization will help find NIL deals for the athletes, from speaking at charity events to signing autographs to product and brand deals.

NIL Agents

These representatives go find NIL deals for their clients, and they take a percentage of the payment as a fee. With the other options at athletic departments and with collectives, you may not need an agent. But if you explore this option, make sure the agents are registered, as many state laws require it. And vet them: Look for other athletes they’ve represented, and reach out to see if the experience has been useful.

NIL Marketplaces

These websites and apps let companies post NIL deals, student-athletes post profiles, and both sides apply for and match with opportunities for brand, event, and sponsor deals. There are dozens of these marketplaces now. On some, athletes pay no fee, with the brands paying the costs. On others, both the athletes and brands pay a small percentage of any deal that’s reached. The chart below lists some of the most popular NIL marketplaces, with some information on their fees.

State-specific NIL rules

You can earn NIL as a college athlete in all 50 states and Washington, DC. Some states have passed NIL laws that specifically permit NIL, but have some restrictions: NIL deals may not be able to directly conflict or compete with the school’s contracts, for example. So if a school has a contract with a specific shoe or sports drink, student-athletes may not be able to endorse a different brand. 

In states that do not have an NIL law for college, athletes are allowed to pursue NIL opportunities.

Some states allow NIL for high school athletes; others don’t. The chart below indicates if states have an NIL law, with some information about what each law prohibits (if anything). The chart also tells you if NIL is allowed for high school athletes in your state, and provides a link to a high school association where you can read and learn more.

Note: Before signing any NIL deal, talk to the compliance officer for the athletic program where you’re hoping to play to make sure the deal is in line with state laws.

What high school athletes need to know about NIL

Athletes in certain states can sign NIL deals and earn money even while they’re still in high school (see the state-specific NIL rules in the chart above, to see if it’s allowed in your state). 

Some of these deals are very lucrative. Some sought-after football recruits have signed million-dollar trading card and autograph deals when they’re still in 10th grade.

It’s exciting, but there are still rules. Certain practices with NIL can impact your status as a recruit, and could even put your ability to get a scholarship in danger. Here are a few things to know about NIL if you’re still in high school:

• Colleges and conferences may have their own NIL rules: Certain schools and conferences may have restrictions on the types of deals athletes can make and the types of products they can promote. Before signing any deal, talk to the coaches and recruiting coordinators at schools where you’d like to play to learn the rules. Consult with a legal advisor or NIL-specific lawyer or agent before signing a contract. Some schools even offer access to compliance professionals or legal clinics for student-athletes.

• You can negotiate NIL deals before you leave for college: If you plan to do so, it’s crucial that you talk to the compliance officer at your college to make sure you’re not jeopardizing your eligibility. Accepting deals from unverified third parties—or signing something without review—could jeopardize NCAA eligibility. Even if it's well-intentioned, a noncompliant deal can cause problems.

• You don’t have to be the top player at the top school to earn NIL: Athletes at smaller programs and NAIA schools are also eligible to earn NIL. These schools may have important regional presence, and you may be able to earn NIL money in the local community.

• It’s worth building your online presence and audience now: A positive online presence that showcases your skills, personality, and that you’re a positive teammate may or may not lead to NIL deals, but it’s valuable as a recruiting tool. You’ll show prospective coaches the kind of great addition you’ll be to their roster.

How to talk to college coaches about NIL

When talking with coaches as a recruit, NIL is an important topic to include but be sure to not let it become a main topic of discussion. The value you can receive in NIL is unlikely to be greater than that of your education. Different coaches and programs have different views and rules on NIL, and you’ll want to know what a prospective coach thinks about this issue in case you want to take advantage of it.

Some coaches may worry that too much NIL activity can interfere with preparedness, and may have a negative view of it. Depending on your plans for NIL, you’ll want your views and that of your prospective coach to match up. Some questions to ask coaches during recruiting include:

• What are the NIL rules for your school and conference?

• What are some NIL deals and opportunities that your athletes have had?

• Is there an NIL coordinator within the program I can talk to with questions about NIL deals and opportunities?

“Even if you don’t think you’ll receive NIL money, you should still talk to any prospective coaches about how their team handles NIL,” says NCSA Recruiting Coach Ian O’Rourke.

While you might not currently have a large enough social media following to justify NIL, you might become notable for a specific play or highlight down the road, or might innovate and build a following. It’s good to know up front how your coach views and handles NIL, just in case.

Conclusion

NIL (Name, Image and Likeness) rights are an exciting opportunity for student-athletes to earn income from sponsors—and soon directly from schools—for their athletic talents. But there are still rules and laws about how money can be earned that can impact your eligibility.

Before signing any NIL deal, talk to the compliance officers with any schools you’re being recruited to in order to make sure you’re not jeopardizing your eligibility, and to be sure you’re putting your contracts through the correct vetting procedures.

Even if you’re not planning to cash in on NIL, it’s still good to grow your following and put a great face forward online as a recruit. One way to show who you are as an athlete is with a free NCSA profile. You can show coaches your highlight videos and schedules, and communicate with them about recruiting, including any questions about NIL.

Frequently Asked Questions

What does NIL mean?

The term “NIL” is short for name, image, and likeness. NIL gives student-athletes the power to maintain control over the use of their name, images and videos to earn income when they’re used. 

When did NIL start in college sports?

In July 2021. At that time, the NCAA approved name, image, and likeness policy allowed student-athletes to monetize their NIL. NIL activities and restrictions vary from state to state and school to school, which means student-athletes must understand both sets of rules before entering into any NIL agreements. 

Can high school athletes sign NIL deals? It depends on their state. Certain states allow high school athletes to sign NIL deals and earn money while still in high school; others don’t. Student-athletes can negotiate and sign NIL deals for their college career while they are still in high school.

Can NIL money be tied to my performance or playing time?

No. This is against NCAA rules.