College student athletes earn money from their name, image, and likeness (NIL) through third-party deals and receive direct payments from schools. Under new rules, scholarship caps have been removed, but roster limits ultimately govern participation. 

NIL earnings are highly concentrated, with roughly 0.3% (50-75 college athletes) earning over $1 million. NCAA 2024 data indicated that 96% of disclosed deals had values of less than $10,000, with a median deal of $60. Men’s football, baseball, and basketball account for over 60% of NIL deals.  

At the high school level, rules vary widely. Indiana is one of five states that prohibit NIL payments for high school athletes. In contrast, others allow them, prompting some families to relocate, as in Jada Williams’ move from Missouri to California. Where NIL is permitted, parents often manage deals, sometimes with help from lawyers or agents. 

NIL also creates incentives to focus on branding opportunities, such as social media presence, follower growth, and sponsor acquisition. While there are benefits to these increased earning opportunities, the trade-off is that athletes and their families must focus not only on the student’s school work and game performance but also on their personal marketability and brand. The increased pressure to perform at a high level, gain endorsement deals/sponsorships, and maintain a public image can take the joy out of the game. Unsurprisingly, the potential for NIL deals has caused some student-athletes to prioritize NIL potential over academics or other activities.  

Recruitment has changed as colleges focus first on re-signing current players, then transfers, and finally on high school recruits. Some college coaches have given up part of their pay to fund NIL deals. NIL has also shifted power away from coaches to booster collectives. Eventually, athletes may be classified as employees rather than amateur athletes.  

Booster-funded NIL collectives account for over 80% of total NIL dollars and fuel an escalating arms race for elite recruits. Agreements must include clear deliverables and reflect fair market value. The NCAA is trying to stop pay-for-play inducements and sham services. The College Sports Commission requires all third-party NIL deals of $600 or more to be submitted for review through the NIL Go clearinghouse. Enforcement responsibilities vary by level: state athletic associations govern high school NIL participation, while colleges rely on institutional compliance offices and NCAA governance structures.  

As NIL reshapes recruiting and compensation, it will inevitably redefine amateur status and the future of high school and college sports.