Georgia Southern Athletes Find New Opportunities in the NIL Era

When the National Collegiate Athletic Association (NCAA) lifted the ban on student-athletes profiting from their Name, Image, and Likeness (NIL) in 2021, the college sports landscape shifted dramatically. 

By 2024–25, the NIL market had grown to $1.67 billion, more than double its size just two years earlier. National projections are even more striking, with NIL-related payments expected to reach $1.9 billion for college football players alone in 2025, which is almost double from the previous year.

At Georgia Southern University, where resources are different and recruiting budgets are leaner, the approach has been grounded, structured, and educationally focused.

“At Georgia Southern, athletes can use their Name, Image, and Likeness to earn money while they are a student,” explained Amy Hughes, the Director of Athlete Brand Management and Licensing. Hughes oversees NIL education for nearly 430 Eagle student-athletes. “The key is that compensation must be tied to a specific activity, such as signing an autograph, attending meet-and-greets, or posting a product endorsement on social media.”

Georgia Southern athletes use platforms like GATA Spotlight, powered by Opendorse, to connect with both local and national brands. Outside platforms such as Postgame also offer direct corporate deals and group licensing efforts, like NIL merchandise or inclusion in EA Sports College Football 26.

Not every NIL deal is national in scope. Local eateries and businesses often provide meals or products in exchange for promotion. There are also opportunities tied to team sponsorships, where athletes may appear in ads or at events as part of the package.

Hughes emphasizes that NIL is about so much more than just dollars. For athletes, it’s often the only way to work with a schedule dominated by practice, games, and academics. “NIL opportunities give them a way to earn extra income on their own terms,” she said. And beyond the money, she adds, “working with brands teaches them marketing, negotiation, and financial skills they can carry into internships and careers after graduation.”

Still, NIL isn’t a quick and easy ticket to riches. Nationally, only around 1% of athletes earn more than $50,000 from NIL, highlighting the limited scale of earnings for most. Hughes wants to make it clear that college athletes are not getting rich overnight. “Most athletes use their NIL earnings for everyday expenses—like traveling home, car repairs, or bills.”

The reality is that top-tier programs lead mid-major schools in terms of NIL revenue. For example, Power 5 athletes earn on average $43,000 annually, a staggering margin over athletes at Group of 5 or smaller institutions.

To remain competitive, Georgia Southern is investing in awareness. Hughes noted, “Our entire athletic department is here to support athletes and their families as they navigate NIL opportunities.” Still, building a wider base of local sponsors and informed fans will be key to expanding opportunities.

For now, NIL at Georgia Southern remains an evolving experiment, grounded in education, real-world skill-building, and practical earnings. As the system continues to evolve, the foundation they’ve built may offer a model for sustainable NIL programs at mid-major schools.