Picture this: you, or your son or daughter, is a college-bound high school athlete who just lit up Friday Night Lights for a win. Your friends are posting the catch, the shot, the routine, and the moment is going semi-viral on TikTok. Suddenly, you’re being approached online with cash offers tied to your face, your handle, your daily hype. In the past, this would have been a no-go for amateur athletes. But with the rise of YouTube and TikTok influencers earning more than their parents, it was only a matter of time before amateur athletes started cashing in on their skills, too.
Welcome to the new world of NIL money: Name, Image, and Likeness compensation that lets college athletes monetize their reputation and their talents without forfeiting eligibility.
What Is NIL Money and How Does It Work?
NIL deals allow young athletes to strike endorsements, sponsorships, branding partnerships, and even revenue-sharing agreements while still in school. Starting July 1, 2025, colleges can also pay athletes directly from their athletic departments, up to a cap that begins near $20.5 million per school annually and may grow to $32 million in the next decade, according to several sources.
Sound like a good idea? Maybe, if you’re a college athlete at a Big Ten school in a revenue-producing sport like football or basketball, where NIL deals are already reaching tens of millions of dollars. But these offers, and the dollars attached to them, can be confusing for young athletes at a pivotal stage in their development. Some are outright shady, and many have the potential to become a pay-for-play loophole for schools with deep-pocketed boosters.
Even the White House has taken notice. On July 24, 2025, President Donald Trump signed an executive order prohibiting “third-party pay-for-play” payments to college athletes. The goal is to prevent open season on young players from boosters trying to outbid rival programs. The order cites a chaotic environment, with more than thirty states passing their own NIL laws that push the limits of NCAA oversight.
While NIL money should be a positive for young athletes on the rise, the involvement of money in sports often invites exploitation and blurred ethical lines. Yes, athletes deserve to earn from their hard work and talent. But the system is becoming a feeding ground for colleges, brands, and fanbases eager to cash in, and often at the athlete’s expense.
Top 5 College Athletes Banking Big on NIL Right Now
Based on valuations tracked by On3 and Volt, here are the top-earning athletes and what it means for their sport and future:
- Arch Manning (Texas, Football) – Estimated $6.7M–$6.8M in NIL valuation. Deals include Red Bull, EA Sports, Uber, and Vuori. Staying in Texas boosts his value and cools pro pressure for another season.
- Cooper Flagg (Duke to Dallas Mavericks rookie, Basketball)) – Valued at around $15M. Signed with New Balance, Fanatics, and Gatorade before going pro.
- AJ Dybantsa (BYU signee, Basketball) – Over $10M in valuation before even stepping on campus. NIL deals with Fanatics, Nike, and Red Bull.
- Livvy Dunne (LSU, Gymnastics) – Over $4.5M through social media and partnerships with Sports Illustrated, Vuori, and Grubhub.
- Carson Beck (Miami, Football – transferred from Georgia) – Over $10M valuation. Partnered with Beats by Dre, Powerade, and Chipotle.
These elite deals help top players stay in school, refine their craft, and boost long-term earnings without rushing to go pro. Colleges also benefit from having influencer athletes on their rosters.
One of the most successful NIL case studies is Caitlin Clark. The Iowa basketball phenom built a multi-million dollar brand before going pro. Initially managed by her uncle, a longtime PR executive, Clark later signed with Excel Sports Management and landed an eight-year, $28 million deal with Nike, which is the largest known for a women’s basketball player. Her story shows how smart representation in college can lead to generational wealth and influence.
Top College Programs Leading the NIL Spending Race
According to On3 and 247Sports, here’s what top programs are estimated to be spending:
- Texas Longhorns – $20–22M total; around $248K per athlete
- Ohio State Buckeyes – Estimated $20M total investment
- Alabama Crimson Tide – Around $16M
- Oregon Ducks – $11M–$12M; supported by Nike’s Division Street collective
- Michigan Wolverines – Estimated $235K per athlete; offered $10.5M to recruit Bryce Underwood
- Texas Tech Red Raiders (Football) – $15M total; notable player Felix Ojo reportedly received $5.1M
What This Means for Pro Sports Teams and the College Game
- Extended college windows: Athletes can now build their brand before entering the pros, making the rookie year less about marketing and more about performance and fit.
- Pro scouting shifts: Agents and teams evaluate NIL performance and personal branding alongside tape, not just stats.
- Collectives replacing draft prep: Major NIL investment wins can sway transfer portal flows and delay or accelerate pro intentions.
- Potential unionization pressure: As NIL deals mirror employment contracts, legal experts argue that athletes may seek collective bargaining rights someday.
- Competitive imbalance risk: Programs with deep pockets can stockpile top recruits, raising parity concerns, especially in revenue-rich sports.
Parting Shot
NIL isn’t just free bling money. Rather, it’s an accelerant fueling the new young athlete’s journey from high school hero to campus icon to professional brand. It’s the machine that Jerry Maguire rebelled against come to life. Yet, NIL empowers players, keeps talent in college longer, and reshapes how pro teams recruit, evaluate, and negotiate. For pro franchises and agents, NIL is the new front office: a blend of marketing savvy, contract strategy, and talent evaluation.
Want more Sandman? Come connect with us here:
