Since NIL (name, image, and likeness) took effect in July 2021, so much has changed within college athletics. While NIL deals have provided opportunities for athletes to monetize their brands, the space remains in its infancy (for context, the NCAA is 118 years old… it was established in 1906!) As we consider the future of NIL, here are six predictions for how it might evolve and the potential ripple effects for athletes, administrators, and coaches.
The Future of NIL & Potential Impact
Stronger Federal Regulations. One of the most anticipated shifts in NIL is the potential for federal legislation. As of now, NIL policies differ across states, creating confusion and inconsistency. A federal NIL law could streamline regulations, standardizing the rules for athletes, universities, and businesses. For athletes, this could mean more clarity and fairness across the board. For administrators, a unified policy would reduce the burden of navigating complex compliance issues.
- Athletes: A unified policy would create a level playing field, making it easier to navigate opportunities.
- Administrators: Simplified compliance could free up time and resources to focus on athlete development.
Increased Professionalization. The NIL space is becoming increasingly professionalized. Athletes are no longer just students; they’re becoming brands. We’ll likely see more athletes hiring agents, lawyers, and publicists to negotiate deals and build long-term strategies. This shift could lead to a greater need for education around financial literacy, contract law, and brand management. Coaches and administrators might also have to expand their roles to help guide athletes through the complexities of building their brands while maintaining their performance on the field or court.
- Athletes: This shift calls for a focus on financial literacy, contract negotiation, and long-term brand building.
- Coaches/Administrators: Support your athletes by offering guidance or partnering with experts to teach these skills.
Growth of NIL Collectives and Group Deals. NIL collectives (organizations formed to pool resources and provide opportunities for athletes) will likely grow in size and influence. These collectives could create more opportunities for athletes to benefit from group deals, especially for less prominent sports or programs. Coaches and administrators might need to navigate the influence of these organizations on recruiting and team dynamics, as some collectives may prioritize individual athletes over the team’s collective needs.
Impact on Recruiting and Transfers. Recruiting has already been affected by NIL, and the trend is likely to intensify. Schools with robust NIL infrastructures or active collectives may have a competitive edge in attracting top talent. This could lead to further disparities between programs with significant resources and those without. Coaches will face increased pressure to recruit athletes who not only fit their program but also see value in their NIL opportunities. For administrators, managing the balance between recruiting and compliance will become an even greater challenge.
- Athletes: Evaluate a program’s NIL resources as part of your decision-making process.
- Coaches: Highlight your program’s NIL potential to attract top talent.
A Focus on Women’s Sports. NIL has already created unique opportunities for female athletes, particularly those with strong personal brands or social media followings. As the NIL space evolves, we’ll likely see brands and businesses investing more in women’s sports. This shift could elevate the visibility and resources for women’s athletics. For coaches and administrators, this presents a chance to highlight women’s programs in ways that were not possible before NIL.
- Athletes: Leverage social media and personal branding to create NIL opportunities.
- Coaches/Administrators: Use this momentum to elevate women’s programs and increase visibility for your athletes.
Educational Programs Will Expand. The need for education around NIL will only grow. Universities and conferences may begin offering mandatory workshops on financial literacy, tax preparation, and long-term wealth-building strategies. Administrators and coaches will need to collaborate with external experts to ensure athletes are equipped to handle the complexities of NIL deals.
- Athletes: Take advantage of financial literacy workshops and tax preparation programs.
- Coaches/Administrators: Collaborate with external experts to ensure your athletes are prepared.
The future of NIL is promising but uncertain. For athletes, the opportunity to monetize their talent is a game-changer, but it comes with challenges like balancing academics, athletics, and brand management. For administrators, the evolution of NIL policies means rethinking compliance, recruiting, and athlete support systems. And for coaches, NIL represents a new dynamic in managing team cohesion and individual ambitions.
*As NIL continues to evolve, those who embrace its challenges and opportunities will be best positioned to thrive. Whether you’re an athlete, administrator, or coach, staying informed and adaptable will be key.