How NIL Deals Are Shaping College Football DFS Strategies

Last Updated on May 23, 2025

The introduction of name, image, and likeness in July 2021 marked a big and crucial shift in college sports. NIL allows athletes to monetize their personal brands through endorsements, sponsorships, social media promotions, and other commercial activities. This change, driven by the NCAA’s response to legal and public pressure, has been particularly impactful in college football, a sport with significant media attention and fan engagement. 

According to ESPN, athletes like Bijan Robinson and Kool-Aid McKinstry have capitalized on NIL by securing creative brand deals. Robinson, for instance, marketed Dijon mustard as “Bijan Mustardson,” while companies like Reese’s Peanut Butter Cups partnered with multiple athletes sharing the last name “Reese” for unique campaigns.

The Financial Planning Association reports that the NIL market has surpassed $900 million, with football generating a substantial portion of this revenue.

Increased Visibility and Marketability

NIL deals have transformed the visibility of college football athletes. By engaging in endorsements and leveraging social media platforms like TikTok, athletes can reach broader audiences, significantly enhancing their public profiles. A Cherry Bekaert report notes that NIL enables athletes to become influencers, promoting products ranging from athletic apparel to fast-food chains. 

This increased visibility translates to higher marketability, as fans and brands become more familiar with these athletes. For example, high-profile NIL deals, such as those secured by athletes like Shedeur Sanders, who could earn up to $10 million according to an X post, amplify an athlete’s recognition, making them household names even before they turn professional.

NIL’s Influence on DFS Strategies

In Daily Fantasy Sports (DFS), players select athletes to form lineups that earn points based on real-world performance. The popularity and marketability driven by NIL deals can significantly influence DFS player decisions. Athletes with high-profile NIL deals are often more recognizable, leading to higher selection rates and increased ownership percentages in DFS contests.

For instance, a player with a major brand endorsement might be perceived as a safer or more appealing pick due to their visibility, even if their on-field performance doesn’t always justify the selection. Conversely, lesser-known athletes with fewer NIL deals may be undervalued, providing opportunities for DFS players to find value picks.

These players, often overlooked due to lower public exposure, can offer a competitive edge in contests where unique lineups are rewarded. Additionally, while speculative, NIL deals might influence player motivation or pressure, potentially affecting performance, though this is harder to quantify in DFS strategies.

Platforms like RotoGrinders provide valuable tools and insights for DFS players, including different bonuses, which DFS players can read more about here. These resources help players stay informed about trends, events, and best picks, enabling more strategic decisions when building lineups based on performance predictions. Understanding which players are gaining traction through NIL can guide choices in contests where ownership dynamics play a critical role.

Leveraging NIL-Driven Popularity in DFS

DFS players can strategically use information about NIL deals to inform their lineup choices. By identifying athletes with high-profile NIL partnerships, players can gauge their likely popularity and ownership in DFS contests. This knowledge allows for better lineup construction, balancing popular picks with undervalued selections to maximize potential returns. 

The Future of NIL and DFS

As NIL deals continue to evolve, their impact on DFS strategies is expected to grow. The increased visibility and marketability of college football athletes through NIL will shape how DFS players perceive and select players, adding a new layer of complexity to lineup construction. While popular athletes with high-profile NIL deals may dominate lineups, savvy DFS players will seek undervalued players who offer strong performance potential despite lower NIL exposure. 

This dynamic underscores the importance of understanding the business side of college sports, including NIL trends, alongside traditional performance metrics. As the NIL market expands, potentially exceeding $1 billion as projected by the Financial Planning Association, its influence on DFS will likely become a critical factor for players aiming to gain a competitive edge.