Key Takeaways for Entertainment Industry Pros
- NIL stands for Name, Image, and Likeness, granting college athletes the right to profit from their personal brand.
- Since 2021, student-athletes can sign sponsorship deals, similar to influencers or rising actors leveraging their online presence.
- Deals range from local partnerships to million-dollar endorsements—creating crossover opportunities for brands and talent agencies.
- Rules vary by state and school, but most athletes must report and get approval for deals.
- Creative, viral campaigns are thriving, and entertainment professionals can learn from NIL marketing strategies.
NIL Explained: What It Means and Why It Matters
Since 2021, college athletes have been able to turn their name, image, and likeness (NIL) into revenue—ushering in a new era of branding, partnerships, and creative marketing. For entertainment professionals, NIL deals are like the talent-brand partnerships found across film, TV, and digital platforms.
NIL grants athletes the right to monetize their personal identity. Think of it as a college football star landing a sneaker deal the way an actor might partner with a fashion label. The shift has not only changed the sports landscape—it’s opened doors for innovative campaigns and influencer-style branding that parallels Hollywood’s star system.
Who Regulates NIL Deals?
Unlike union-backed talent in Hollywood, there’s no single body overseeing NIL activity. Instead, it’s a mix of:
- School policies
- State laws
- NCAA guidelines (limited)
Some states have firm rules to prevent NIL from becoming a recruitment tool, while others are still figuring it out. Boosters—wealthy donors tied to universities—are in a legal gray area in many places, raising questions about transparency.
For schools without strong state oversight, the NCAA allows universities to set their own rules. Common requirements include:
- Business or financial literacy training
- Restrictions on promoting substances like alcohol or tobacco
- Deal approval from the athletic department
Can Athletes Have Agents?
Yes—and many do. Much like actors or musicians, college athletes can work with:
- Marketing reps
- Sports agents
- Legal advisors
- Accountants and tax professionals
Some schools even offer early-season workshops that mirror the kind of industry prep found in acting conservatories or music programs—teaching athletes about branding, NIL law, and negotiating contracts.
Are Athletes Required to Report Their Deals?
Typically, yes. Most universities require athletes to:
- Report details of any NIL agreement
- Seek approval for partnerships
- Avoid deals that clash with the school’s values or sponsors
This mirrors the way actors may need to disclose brand affiliations or receive approval before partnering with a sponsor that could conflict with a film studio’s interests.
Why NIL Rules Vary—and Whether That Will Change
NIL regulations differ widely across the U.S. States like California and Texas have passed specific NIL laws, while others rely on individual schools to self-govern.
The NCAA has lobbied for a federal NIL law to ensure consistency, but until Congress acts, expect a patchwork system. This has sparked debates around fairness, compliance, and even potential antitrust violations.
What Kind of NIL Deals Are Athletes Scoring?
Just like entertainers, athletes’ earning power depends on their visibility, personality, and ability to connect with fans.
🏆 Top-Tier Deals:
- Shedeur Sanders (Colorado QB): Valued at $4.7 million, with deals including Nike—mirroring his father Deion’s legendary sponsorships.
- Bijan Robinson (Texas): Turned his name into a Dijon mustard brand, “Bijan Mustardson,” now tied to the Atlanta Falcons.
📱 Social Media & Personal Branding:
- Athletes with strong online presence are raking in endorsements from brands like:
- Nike
- Adidas
- T-Mobile
- Amazon
- Under Armour
🏠 Local & Quirky Collabs:
- Dienurst Collins (Lake Erie College): Scored a Popeyes deal after going viral as a kid for his iconic side-eye meme.
- Decoldest Crawford (Louisiana Tech): Partnered with an HVAC company to star in a clever commercial playing off his name.
- Ga’Quincy “Kool-Aid” McKinstry: Landed a deal with Kool-Aid soon after NIL rules kicked in.
When Humor and Authenticity Pay Off
NIL deals have become a playground for creativity. Much like successful influencer marketing, the most viral and memorable partnerships often blend humor, personal story, and relatability.
- Tommy Brown (Colorado): Modeled underwear with tongue-in-cheek farmer’s tan photos for Shinesty.
- Trey Knox (Arkansas): Featured in a PetSmart campaign with his dog, Blue.
- Reese’s Peanut Butter Cups: Partnered with a dozen football players sharing the last name “Reese”—a campaign as sweet as it is clever.
Spotlight: NIL Meets Inclusion & Representation
NIL deals also allow athletes to champion causes and work with purpose-driven brands:
- Sam Phillips (Nebraska): Modeled for brands that support Black and LGBTQIA+ communities, such as Our Colour athletic tape. He emphasized how personal and impactful local, minority-owned partnerships have been.
“It’s definitely more like [small and minority-owned businesses] are taking care of me. It’s a really face-to-face, very personal relationship.” — Sam Phillips to ESPN
What Entertainment Professionals Can Learn from NIL
For talent agents, brand strategists, and marketers in the entertainment industry, NIL is a fast-moving space with parallels to influencer deals, brand ambassadorships, and digital content creation. It’s a masterclass in how personal branding and authenticity drive partnerships.
Whether you’re scouting new voices, developing campaigns, or looking to tap into youth culture, watching how student-athletes build and monetize their platforms offers valuable insight—and collaboration opportunities.
