NIL Deals EXPOSED: What College Athletes Need to Know
College athletics have undergone a massive shift with the introduction of Name, Image, and Likeness (NIL) deals. While NIL presents new opportunities for student-athletes to monetize their personal brands, it also brings challenges that many aren’t prepared for. In a recent episode of the Common Cents Show, we spoke with Monique AJ Smith, a seasoned athletics administrator, to uncover the real impact of NIL deals.
The Evolution of NIL: How We Got Here
The push for NIL rights didn’t just start with major lawsuits—it began with athletes using digital platforms to earn income. One notable case involved a college kicker in Florida who made money from his YouTube channel, only to be forced to choose between his business and his eligibility. This case set the stage for what would become the NIL revolution.
The Harsh Realities of NIL Deals
While NIL is often portrayed as a financial goldmine for athletes, the reality is different:
Only a Few Get Big Deals – High-profile players in major programs receive lucrative contracts, but most athletes see little to no NIL money.
Brands Are Cautious – Corporations hesitate to invest in young athletes due to concerns about their maturity and long-term brand alignment.
Lack of Financial & Legal Guidance – Many student-athletes sign contracts without fully understanding their terms, leading to potential financial pitfalls.
How Athletes Can Take Control
Instead of waiting for big brands to approach them, athletes should build their own personal brands:
Leverage Social Media – Create content that showcases skills, personality, and values to attract opportunities.
Engage With Local Businesses – Small businesses in hometowns are more likely to support local athletes.
Develop Entrepreneurial Skills – Learn how to market skills beyond sports, from coaching clinics to selling merchandise.
Understand Contracts & Taxes – Seek legal and financial advice before signing any agreements.
The Future of NIL
The NIL landscape is still evolving, with ongoing legal battles and state-by-state variations in policy. As the system matures, student-athletes must stay informed and proactive to maximize their opportunities.
Final Thoughts
NIL is a game-changer, but it’s not a guaranteed payday. Athletes who approach it strategically—by treating themselves as a brand and securing smart deals—will benefit the most. The key to success is preparation, education, and taking control of their own narratives.
What do you think about the NIL era? Should athletes be getting more guidance? Drop your thoughts in the comments!
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