“For autographs, $60,000 to an Illinois men’s basketball player.
For a Nerf sponsorship deal, $20,000 to a UCLA softball player.
For an appearance at a training camp, $2,000 to a Minnesota volleyball player.
For merchandise royalties, $122 to a Colorado women’s soccer player.
For a public appearance, $10 to a Maryland gymnast.”
Yes, American college athletes are getting paid. But how? And how much? We explain this in simple terms so you can understand the scope of it all.
Name, Image & Likeness - A Game Changer for College Sports
Before the era of Name, Image & Likeness, American college athletes could not monetize their name, image, or likeness. Now, NIL opens huge earning opportunities, forever changing the landscape of college sports. Name, Image & Likeness contracts redefine what it means to be a student-athlete, bringing new benefits and challenges for athletes and institutions.
High-profile athletes like LSU’s Angel Reese and Texas Tech’s NiJaree Canady are earning significant amounts through this, proving that the biggest names have major earning potential.
Example: Reese and Johnson collectively attract over 13 million followers, generating $5.5 million in disclosed NIL payments for their team, just behind LSU football.
While lucrative for a select few, earnings are generally modest. While headline deals make the news, the average earnings of athletes are much lower.
Statistic: Of more than 22,000 transactions, nearly 13,000 were worth less than $100. At UCLA, 18% of contracts are below this threshold, while at Illinois, it reaches up to 60%.
What do the big deals look like?
Angel Reese and Flau’jae Johnson, LSU Women’s Basketball: These athletes are exceptional earners, setting a new standard for women in sports.
Jaden Rashada: A lawsuit from a quarterback recruit reveals a commitment of $13.85 million from Florida and a previous offer of $9.5 million from Miami. Not even pro, he’s just about to enter college.
The micro-deals, the heart of the matter:
Example: Purdue athletes earned less than $3 per transaction from the merchandise company Campus Ink, accounting for nearly 8,000 payments. While small, these add up over time.
Success story: When Purdue advanced to the Final Four, Campus Ink paid $18,300 to athletes in a single day, illustrating the potential of NIL during key sporting events.
Unique partnerships: Smaller contracts can provide branded products and essential goods.
Example: UCLA rowers gained access to a yoga studio, while Colorado tennis players collaborated with a waffle restaurant. Though minor, these contracts enhance daily life and give athletes a competitive edge.
In-kind deals:
In-kind contracts offer non-monetary rewards to athletes. For some, these contracts are practical; for others, they symbolize support.
Highlight: A Colorado football player received a $50,000 car through a NIL contract. More of a flex than anything, but who wouldn’t dream of having a fancy car for college?
Not all contracts are profitable – What do we think about the impact on “minor” sports?
While football and basketball players often land headline contracts, athletes in other sports frequently earn modest amounts, if anything at all.
• The Colorado women’s volleyball team earned $36,000 through 112 contracts.
• Oregon State men’s soccer players collectively earned $5,700.
• The wrestling team at Illinois earned less than $2,000, and UCLA rowers saw their 11 contracts bring in only $490.
The playbook for capitalizing on college athletes:
Maximize local market appeal:
Strategy: Local businesses offer overlooked NIL opportunities. Reaching out for small sponsorships or community appearances can supplement income and build local fanbases.
Example: Minnesota football players earned food benefits for posting on social media.
The role of social media in all this: For modern athletes, social media is a powerful tool for building an audience and credibility, even beyond sports.
Framework: Engage, Educate, Entertain – use these three principles to attract and maintain an online audience.
Build unique brands: Finding niche interests can make athletes more attractive to brands.
Example: Athletes with hobbies like cooking, music, or technology can leverage these to diversify their brand.
Tips and strategies for young athletes seeking sponsors:
Know your worth: Understand the value of the sports market you’re in, know your worth as an athlete in the competitions and leagues you’re part of.
Focus on consistency in your image: Find your identity and express it, both on and off the field. Share and create content to make brands want to partner with you. Remember that brands express themselves through you, not the other way around.
Understand sponsorship contracts: Educate yourself and ensure you have fair representation.
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