The issues surrounding NIL are continuing to grab headlines across the country. In 2024, the NCAA reported over 1.38 billion in revenue. Although college sports have always been popular, the fan base exploded in 2025. NCAA fans have a fever, and the only cure is college sports.
The NCAA has brought in vast amounts of revenue through collegiate sports. In the past, it has not allowed athletes to profit from their Name, Image, or Likeness (NIL). Until recently, college athletes were prohibited from making money through endorsements or any other form of NIL.
In 2021, NIL rules drastically changed. The NCAA lost several lawsuits filed by college players. Two of the most prominent cases were O’Bannon v NCAA and House v NCAA.
This case, filed in 2009 by former UCLA player Ed O’Bannon, would be the beginning of the end for the NCAA and its NIL restrictions. It challenged NIL rights and argued that players’ inability to profit from their publicity rights violated antitrust laws.
Another influential class-action lawsuit was filed in 2020 by Grant House, an Arizona State swimmer, and Sedona Prince, a basketball player. It questioned the NCAA’s restrictions and argued that preventing athletes from making money off their NIL violated antitrust laws.
Although several other lawsuits have been filed against the NCAA, O’Bannon and House were the most influential and brought about the fall of NIL restrictions.
Giving players their NIL rights has changed the face of college sports. Players can now accept payment for endorsements and anything else associated with their personal brand.
Unfortunately, not everyone agrees with the NCAA’s new rules. Many fans feel that NIL will negatively affect the future of college sports. Others feel it’s a fair deal for athletes and a long time coming.
There are valid arguments for and against NIL rights in the NCAA, so it’s easy to see why the debate has become so heated.
Larger schools have larger recruitment wallets. Many players today are looking for the sweetest million-dollar deal to commit to a university. This inequality within the NCAA could harm smaller universities.
NIL allows college athletes to profit from their personal brand. In some states, High School athletes use NIL to promote themselves before entering college. Many argue that the wrong person or entity could exploit these younger and less experienced athletes. This could lead to unethical behavior within the NCAA or, worse, the players themselves being exploited.
The new NCAA rule states that a transfer portal will allow student-athletes to leave one university for another. However, the number of times they can transfer is limited. They must also meet the academic requirements and be on time to complete their degree.
Unfortunately, this opens another Pandora’s box. What is to stop athletes from “shopping” for the best salary and having zero intention of committing to one school?
There are also positive factors with the onset of NIL.
Players now have the right to earn money and take advantage of other opportunities regarding their N-name, I-image, and L-likeness. Players can earn money through endorsements, tweets, jerseys, sponsored content, events, etc.
NIL allows players real-world marketing experience, financial management, and investment.
College athletes who go on to play professionally could use this experience to navigate their finances when their status changes to pro. Often times after reaching pro
Undoubtedly, the revenue athletes bring to their university through sports is huge. Many argue that the sacrifices made by athletes should also be recognized. Players spend hours practicing throughout their lives and risk permanent injury. Perhaps athletes should be rewarded not only for performance and popularity but also for their dedication to their sport.
Most of the time, we see popular players in ads. We recognize their faces because we see them more frequently. NIL allows lesser-known athletes to market their brand by being active on social media or promoting themselves. It lets athletes who compete in less popular sports have the same opportunities as players who bring in a large amount of revenue.
Whether fans embrace NIL or not, it’s here to stay. Coaches like Nick Saban, who made $11,407,000 in 2023, seem to get their slice of the pie. Why not include the stars of the show? Fans don’t pour into arenas to see coaches. They pile into the car to see their favorite teams and players. They cheer and groan and never lose hope that the underdog will prevail. Today’s fans have a fever, and the only cure is college sports.
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