Four years ago, the landscape of US college athletics underwent a seismic shift. Gone were the days when student-athletes were barred from profiting from their own fame. Instead, universities raked in the revenue from jersey sales and merchandise, while the athletes themselves received nothing.
Fast forward to today, and we're witnessing a revolution with the power dynamics undeniably shifting. Prospective High School recruits are now presenting Division I coaches with lists of demands, often including guaranteed Name, Image, and Likeness (NIL) deals.
Whether you see this as overdue empowerment for student-athletes or a step towards professionalizing college sports, one thing is certain: NIL deals, and their multi-million-dollar figures, are here to stay.
What Are NIL Deals?
NIL deals arm student-athletes with the opportunity to monetize their personal brand through sponsorships, endorsements and partnerships. Prior to 2021, NCAA regulations strictly prohibited athletes from earning money based on their likeness. However, a landmark Supreme Court decision paved the way for a new policy, allowing athletes to profit while maintaining their eligibility.
Crucially, NIL deals are independent of athletic performance. This explains why a highly touted backup quarterback like Arch Manning can command substantial earnings, even without significant playing time.
These agreements are forged between athletes and third-party entities, fundamentally altering the college recruiting landscape. High school prospects are now setting minimum financial expectations, forcing universities to ensure their affiliated collectives can meet those demands. And yes, we're talking about millions of dollars for some of the highest profile student athlete.
Texas Longhorns quarterback Manning is recognized as the highest-paid NIL athlete in 2025, having recently signed a new deal with Uber.
Olivia Dunne, the LSU gymnast, has become one of the most prominent figures in the NIL landscape since legislation changed and her significant social media presence has translated into numerous lucrative sponsorship and endorsement deals including the likes of Crocs, Nautica, SI Swimsuit and Forever 21. Now in her fifth year as a senior, she is the highest earning female student-athlete, ranked No.4 with a projected $4.1 million income for the year.
Top 10 Projected NIL Earners in 2025
1. Arch Manning: University of Texas, Football - $6.5 million
2. Cooper Flagg: Duke University, Basketball - $4.8 million
3. Carson Beck: University of Miami, Football - $4.3 million
4. Livvy Dunne: Louisiana State University, Gymnastics - $4.1 million
5. Jeremiah Smith: Ohio State University, Football: $4 million
6. AJ Dybantsa: Brigham Young University, Basketball: $3.8 million
7. DJ Lagway: Florida University, Football: $3.8 million
8. LaNorris Sellars: University of South Carolina, Football: $3.7 million
9. Garrett Nussmeier: Louisiana State University: Football: $3.6 million
10. Cade Klubnik: Clemson University, Football: $3.3 million
Understanding NIL Deals
The world of NIL is diverse and constantly evolving, with several common deal structures:
- Collective Agreements: Collectives, groups of boosters and alumni, negotiate deals on behalf of athletes. They might pay athletes upfront and then take a percentage of subsequent earnings.
- Participation-Based Deals: Athletes are compensated for appearances, autograph signings, and social media promotion and content.
- Agencies: Sports Management Companies act as intermediaries, connecting athletes with brands seeking to leverage their NIL rights.
- Group Licensing: Collectives arrange deals for groups of athletes from the same team, splitting the profits among the members.
One example of collectives is Ohio State University’s 1870 Society and The Foundation, who have helped secure $1 million deals for 10 of its Buckeyes athletes, which went a long way to strengthening its football team en route to securing the 2024 National Championship.
Trends and the Future of NIL
Endorsement deals and athletes have a long-standing relationship, and NIL deals are a natural extension of this, and the trend expected to become increasingly prevalent and lucrative. With athletes who haven't played a minute of college sports already securing multi-million dollar deals – sometimes through their social media presence alone - it's easy to envision top-tier recruits commanding even higher figures in the future.
What Does This Mean for International Athletes Seeking US Scholarships?
For aspiring student athletes eyeing scholarships in the US, understanding the NIL landscape is crucial. While you may not be immediately involved in multi-million dollar deals, the changing environment reflects the increased opportunities available to student-athletes.
This shift highlights the importance of building your personal brand, even before arriving on campus. Social media presence, community engagement, and a strong personal narrative can all contribute to your marketability.
As the world’s leading sports scholarship agency, we're here to guide you through the evolving world of US college athletics, including helping you navigate the complexities of NIL and ensure you're well-prepared to make the most of your student-athlete career in the States.
