NIL
Name
For years, it’s been hard not to feel at least a little guilty watching March Madness. The annual college basketball tournament generates over a billion dollars. Schools, coaches, advertisers, and tv networks make money hand over fist. Yet, one group was always left out in the cold: the players. Despite the obvious profit motive of […]


For years, it’s been hard not to feel at least a little guilty watching March Madness. The annual college basketball tournament generates over a billion dollars. Schools, coaches, advertisers, and tv networks make money hand over fist. Yet, one group was always left out in the cold: the players.
Despite the obvious profit motive of the entire enterprise—from massive ad campaigns to widespread gambling on the games—the NCAA insisted on preserving the amateurism of the “student athletes” by preventing them from cashing in at all.
In 2021, the Supreme Court’s decision in NCAA v. Alston changed all of that. Suddenly, college athletes were allowed to profit off of their name, image, and likeness or “NIL.” Combined with post-COVID changes to student transfer eligibility rules and increased conference realignment, NIL has dramatically reshaped the landscape of bigtime college athletics. The NCAA’s sanctimonious insistence on the purity of sport without money has given way to a widespread acknowledgement that bigtime college athletics is a mercenary enterprise.
For many of us who criticized the NCAA and have called for players to be paid and receive workplace protections, the last few years have brought positive developments (and allowed for some guilt-free sports watching). But, the NIL era raises some troubling questions.
There’s much to be said about whether college sports can (or should) survive the NIL revolution and about equity in the NIL landscape across schools, sports, genders, etc.
More broadly, though, the rise of the NIL market provides a window into a concerning trend in how labor is commodified. The NIL framework means that athletes aren’t paid directly for playing sports—the activity that generates value, that requires tremendous skill, and that defines their role in society. Instead, the athletes are technically paid for advertising, for content creation, and—above all—for being celebrities.
It may be that more successful athletes on the court or field will make more money off the court or field. But that’s not necessarily true. Perhaps the most notable example here is Louisiana State University gymnast Livvy Dunne, who parlayed unremarkable performances at meets into NIL-era fortune and fame as an Instagram model and influencer.
Of course, a certain number of the NIL payments are “NIL” in name only. Many NIL deals are a legal version of what most observers long suspected was going on in bigtime college sports: athletes receiving under-the-table payments and gifts from boosters (ostensibly without the knowledge of coaches or universities). In those bad old days, players weren’t getting paychecks for their performance, but that didn’t mean that they weren’t getting paid. The current NIL system might not be so different. Players aren’t on the university payroll. Instead, NIL collectives arrange deals for players. The NIL money is used in recruiting and as a means of fielding high-priced teams full of blue-chip prospects.
Nevertheless, athletes still can’t be paid for being athletes. They can be paid for being advertisers (or being advertised).
To be clear, I don’t mean to suggest that many of the off-court activities that college athletes engage in aren’t “work.” Rather, I think it’s important to recognize that the work that is technically being rewarded involves building a brand.
There’s something striking about the NIL framing and the fact that the framework and language continues to insist that the basis for compensation can’t actually be the athletic work itself. What makes Big Time college athletics such big business is the performance on the field or the court. But, the NIL regime refuses to commodify or compensate for the actual valuable commodity.
The NIL regime, then, illustrates a broader cultural and economic phenomenon.
In a post-industrial internet age, the tech entrepreneur and the app inventor became models for success in US society. And, as social media use has exploded, the influencer economy has taken hold. At the same time, we’ve seen the rise and entrenchment of the so-called gig or sharing economy.
In each of these contexts, people are doing work. But what’s celebrated or identified as central to the enterprise is something entrepreneurial. We all are our own business owners. We are all our own promoters. On social media, each of us is essentially our own agent, publicist, or press secretary—posting our own ads, statements of purpose, or press releases and trying to frame, or sell, or “curate” our image.
The NIL framework reflects a similar dynamic.
Presented with the obvious injustice of a multi-billion-dollar industry where the workers got nothing, the response was to allow for payment but to continue to devalue the work itself. It’s an approach consistent with a sort of post-postindustrial labor economy: the market isn’t in the direct goods or services that a worker provides; it’s in the worker’s ability to market.
To the extent that the professionalization of bigtime college athletics is here to stay, the next step should be figuring out a new framework for compensating and regulating the actual athletic labor. Thankfully, there are any number of professional sports leagues—and professional players associations’ collective bargaining agreements—to look to for examples.
NIL
Oregon Ducks Softball Receives No. 16 Seed, Hosts NCAA Regional in Eugene
After the always stressful NCAA selection process, the Oregon Ducks softball team finally could get a sigh of relief, even if their seed was much too low at No.16 for what coach Melyssa Lombardi’s group actually deserved. Oregon softball will be hosting the Eugene Regional at Jane Sanders Stadium from May 16-18. The Ducks will […]

After the always stressful NCAA selection process, the Oregon Ducks softball team finally could get a sigh of relief, even if their seed was much too low at No.16 for what coach Melyssa Lombardi’s group actually deserved.
Oregon softball will be hosting the Eugene Regional at Jane Sanders Stadium from May 16-18. The Ducks will open their chase at the regionals on Friday, May 16 on ESPN+ at 4:30 p.m. PT against the Weber State Wildcats of the Big Sky Conference. The Binghamton Bearcats will be going up against an old foe from the Pac-12 Conference, the Stanford Cardinals at 5 p.m. on ESPN+.
Here is how the rest of the bracket in the Pacific Northwest will play out:
Friday, May 16
Game 2: Binghamton vs. Stanford, 5 p.m., ESPN+
Game 3: Winner Game 1 vs. Winner Game 2
Game 4: Loser Game 1 vs. Loser Game 2
Game 5: Winner Game 4 vs. Loser Game 3
Saturday, May 17
Game 3: Winner Game 1 vs. Winner Game 2
Game 4: Loser Game 1 vs. Loser Game 2
Game 5: Winner Game 4 vs. Loser Game 3
Sunday, May 18
Game 6: Winner Game 3 vs. Winner Game 5
Game 7 (if necessary): Rematch Game 6
The other top seeds in the 64-team field consist of the four top programs in the Southeastern Conference with No. 1 Texas A&M Aggies, No. 2 Oklahoma Sooners, No. 3 Florida Gators, and No. 4 Arkansas Razorbacks.
After that, it goes the Atlantic Coast Conference’s Florida State Seminoles at No. 5 just to go right back to the SEC with the No. 6 Texas Longhorns, No. 7 Tennessee Volunteers, No. 8 South Carolina Gamecocks.
No. 9 Big Ten’s UCLA Bruins were named the Big Ten Conference champions over the Michigan Wolverines.
Obviously, the SEC has dominated over the course of this current decade with Oklahoma under coach Patty Gasso winning four straight national championships from 2021-24. In 2025, this is how the No. 9 through No. 16 teams with having home field advantage will play out:
No. 10 SEC’s LSU Tigers
No. 11 ACC’s Clemson Tigers
No. 12 Big 12’s Texas Tech Raiders
No. 13 Big 12’s Arizona Wildcats
No. 14 ACC’s Duke Blue Devils
No. 15 SEC’s Alabama Crimson Tide
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Oregon is ranked the final seed at No. 16 to have home field pride. The Big Ten champions in the Michigan Wolverines will have to play in the Austin field along with Texas.
Coach Lombardi has been taking charge of the new energy in the clubhouse with freshman infielder Rylee McCoy (.396 batting average, 17 home runs, 52 RBI’s) and right-handed pitcher Grein Lyndsey (26-2 W-L record, 194 strikeouts, 1.93 ERA through 148.2 innings) are the focal points of the Ducks.
Will Lombardi and the Ducks be able to make a run in the tournament?
NIL
HookC Hosts No. 25 Northeastern on Tuesday Night
Story Links STORRS, Conn. – Two of the hottest teams in college baseball face off in Storrs on Tuesday night with the UConn baseball team (33-18) welcoming No. 25 Northeastern (41-9) to Elliot Ballpark at 6:05 p.m. The game can be seen on UConn+ and the WWAX. The Northeastern Huskies take […]

STORRS, Conn. – Two of the hottest teams in college baseball face off in Storrs on Tuesday night with the UConn baseball team (33-18) welcoming No. 25 Northeastern (41-9) to Elliot Ballpark at 6:05 p.m. The game can be seen on UConn+ and the WWAX.
The Northeastern Huskies take a nation-best 20 game win streak into Tuesday night’s match up while UConn has won 20 of its last 21 contests and are riding a seven-game win streak.
UConn is 2-0 against ranked opponents this year with victories against No. 14 Vanderbilt and No. 17 North Carolina.
Northeastern beat UConn up in Brookline, Mass., 3-0, on March 26 with LHP Max Gitlin throwing a perfect game until a one-out double from Sam Biller in the ninth inning. Ian Cooke came out of the bullpen for the Huskies and threw 4.1 shutout frames with eight strikeouts.
Both teams have clinched regular season championships in their respective conferences with Northeastern winning the CAA and UConn clinching at least a share of its fifth-straight BIG EAST regular season crown.
UConn is 59-24-1 all-time against the Boston Huskies but have lost five-straight in the series including an 0-3 record at Elliot Ballpark.
Entering Tuesday, UConn holds an RPI at No. 40 while Northeastern is at No. 29, a victory for either team would be a boost for their NCAA Tournament at-large resume.
Tickets are still available at UConnTickets.com or you can purchase at the ticket booth outside Elliot Ballpark. Gates open one hour prior to first pitch.
NIL
A whole new ball game – The Hawk Eye
Name, Image and Likeness (NIL) is ruining college sports. NIL has drastically changed the landscape of college sports in its brief existence. Since its introduction in 2021, the NIL market has reached an insane $1.7 billion projected evaluation in 2024-25, which is up drastically from when it was first introduced. The landscape is still growing […]

Name, Image and Likeness (NIL) is ruining college sports.
NIL has drastically changed the landscape of college sports in its brief existence. Since its introduction in 2021, the NIL market has reached an insane $1.7 billion projected evaluation in 2024-25, which is up drastically from when it was first introduced. The landscape is still growing with the total NIL market projected to reach close to $2.5 billion in the 25-26 year.
It’s clear that NIL can be an amazing tool for athletes, and it’s exciting to see athletes capitalizing on their name, image and likeness. NIL provides athletes the ability to earn money on the side and learn valuable business and communication skills while still playing collegiate sports. However, there is a fine line between NIL being used as a beneficial tool for athletes, and NIL being used by big schools with deep donor pockets to create an unfair advantage.
The quick and dramatic rise of NIL has led to the landscape of college sports changing drastically. Recruiting has become a game of “Who’s got more money?” and the transfer portal has grown out of hand. It has led to coaches stepping down after decades on the job because they can’t navigate recruiting and team building anymore. It leads to situations where teams are left with no players returning — a situation that happened with the University of Baylor’s men’s basketball team this past year.
Players are more prone to leave if they feel they can secure a better opportunity elsewhere and profit more from a different school. This has destroyed programs’ abilities to be able to build a team and a cohesive environment. If they lose a majority of their players year after year, there is no continuous culture to build upon, no leaders able to shape the young players and no way to build a competitive team year after year — unless they have money for it.
It was seen in March Madness this year, as the death of the mid-major schools and Cinderella stories were put on display for the nation to see. Top programs from big conferences dominated the tournament, and there were hardly any upsets. It eventually led to four No.1 seeded teams making the Final Four — only the second time in history that has happened — and NIL played a huge role.
Recruiting has changed as well, with high school athletes now eligible to profit off of NIL in the majority of states, and colleges throwing big numbers and perks at top recruits. The severity of these offers is mind-boggling. One of the prime examples of this is the insane offer Michigan recruit Bryce Underwood received after he signed a $10.5 million deal with the university. That deal is strictly a contract with the university and doesn’t include the money he can potentially make from brand deals, which proves how insane the NIL landscape is becoming. Top universities’ ability to throw astronomical amounts of money toward top recruits is ruining college sports.
The major problem with the way things are run now is universities have too much spending. The bias in the distribution of money is stark with 53.1% of all NIL deals signed to football or men’s college basketball athletes. Part of this is due to the fact that they are the most popular of the college sports, and there are considerably more players on a football team’s roster than any other sport, but the numbers don’t lie: there is a clear discrepancy between male and female sports with corresponding NIL numbers. Women’s sports continue to rise in popularity, and the numbers may shift, but that still leaves a big gap between the pay of male and female athletes at the collegiate level.
College sports are turning into a professional setting with the influence of NIL. The introduction of exorbitant amounts of money being thrown at young college athletes has destroyed the college landscape. The concept of loyalty to a school, program and fans has changed, and it is now a selfish environment being created. Athletes aren’t the ones to blame, but rather the nature of how the money is being handled and distributed. Thankfully, there is already something being done. In the 2025-26 year, there is a bill in circulation that would allow schools to share their athletic departments revenue with the athletes. This is both good and bad; a salary cap introduction may help lessen the blow to smaller schools who don’t have the same resources as bigger programs. In contrast, smaller programs that don’t generate as much revenue as bigger schools will still be at a massive disadvantage, even with a cap.
NIL is still a huge uncertainty and a puzzle that remains unsolved. There are certainly ways to improve the system further, and there is hope that the system will improve with time. The NCAA could fully eliminate schools from the equation and make it so money doesn’t play a factor in recruiting, but there are some downsides to that, mainly for the schools still retaining 100% of the profits off of athletes. NIL is an enigma, standing as both a massive positive for college sports and athletes around the country, but also as a huge negative for the landscape of college sports.
One thing is certain, if colleges and athletes don’t change and adapt to the new way of things in the era of NIL, then college sports will never be the same.
NIL
West Virginia Football Coach Stresses Importance of Culture in New NIL Era
When Rich Rodriguez took over in his first stint as head coach of the West Virginia Mountaineers, the college football landscape was devoid of NIL. Rodriguez has seen a lot of changes since the last time he led the Mountaineers, many of them centered on the intricacies of NIL and the transfer portal. In his […]

When Rich Rodriguez took over in his first stint as head coach of the West Virginia Mountaineers, the college football landscape was devoid of NIL.
Rodriguez has seen a lot of changes since the last time he led the Mountaineers, many of them centered on the intricacies of NIL and the transfer portal.
In his last two seasons at Jacksonville State, Rodriguez oversaw their transition from the FCS to the FBS level, and that gave him an introduction to the state of chaos he finds himself back in within the Big 12 Conference.
He about the “open free agency” that has dominated the transfer portal and his experience back at WVU on the College Gameday Podcast.
“The goalposts have certainly moved a long way, and you have to adapt to it,” Rodriguez said. “You just throw your hands up … This is really hard to build a program when you have open free agency every year.”
In line with the consensus criticism by numerous college football head coaches, the issue is not solely about name, image, and likeness, nor is it primarily about player movement.
It’s the absence of stability that comes with typical contracts seen at the professional level.
“The NIL and paying them is one part,” Rodriguez said. “It’s like the NFL on steroids. But the biggest part is the open free agency. There’s no rookie salary cap, and there are no three-year contracts. That makes it really, really difficult. But that is what it is.”
Ultimately, unpalatable as it may be, the landscape of college sports isn’t changing in the foreseeable future. Head coaches need to have a plan to calm the waters, and many are finding that emphasis inside their programs.
The importance of development, team fit and culture has depreciated in the discussion of NIL, particularly when it comes to multimillion-dollar contracts for quarterbacks to transfer.
“You have to say, okay, how do I adjust to this new thing and still have the right culture?” Rodriguez said. “Everybody uses that word, ‘culture,’ but do they live it every day? Do they adhere to it in the way they go acquire players, develop players, and build their roster? And that’s one thing I said from the start. We’re going to be okay [in] the rev-share world. We’re not going to have in the pre-rev share all the money—maybe somebody else does—but we can still have the best culture.”
It’s not just about culture, but the discipline to implement it in all facets, from how they pay their players to how they run their team, how the salary cap will be divided and how all people in the building need to come to understand that standard.
Rodriguez has a salient point with the term “culture” being thrown around loosely without it always being a tangible thing coaches can point to or players can see.
At West Virginia, Rodriguez intends that to mean direct communication with players, transparency about their place on the roster and trajectory of development and not losing sight of the forest for the trees.
“You’ve got to be open and honest with your players. We’ve done that—we’ve tried to do that in the last four or five months—and that way, our culture’s going to be set for not just now, but next year and the year after that.”
NIL
Maryland listed as one of College Basketball’s top NIL spenders
It’s no secret that former Maryland head coach Kevin Willard took issue with the lack of NIL support in College Park. But it would appear that those concerns may not be an issue following his departure. In a list of some of the top NIL spenders in college basketball, the Maryland Terrapins came in at […]

It’s no secret that former Maryland head coach Kevin Willard took issue with the lack of NIL support in College Park. But it would appear that those concerns may not be an issue following his departure.
In a list of some of the top NIL spenders in college basketball, the Maryland Terrapins came in at No. 3 in the nation. The estimated cost for Maryland’s new-look roster? $7.1 million.
The Terps trail only Kentucky ($7.6 million) and Michigan ($8.8 million) when it comes to estimated NIL spending on the transfer portal.
- Michigan: $8.8 million
- Kentucky: $7.6 million
- Maryland: $7.1 million
- Miami: $7.1 million
- Iowa: $6.6 million
- Virginia: $6.2 million
- Washington: $5.9 million
- Creighton: $5.6 million
- Georgetown: $5.5 million
- Xavier: $5.5 million
Here are the CBB programs that are *estimated* to have spent the most NIL money on incoming transfers this offseason so far.
Michigan 8.8 million
Kentucky 7.6m
Maryland 7.1m
Miami 7.1m
Iowa 6.6m
Virginia 6.2m
Washington 5.9m
Creighton 5.6m
Georgetown 5.5m
Xavier 5.5mThese are…
— Evan Miyakawa (@EvanMiya) April 14, 2025
So far, head coach Buzz Williams has landed eight highly coveted players from the transfer portal – and half of that group played for Williams at Texas A&M. There’s obviously no specific details regarding each NIL deal for those eight transfers, but it’s not hard to do the math an estimated $7.1 million on eight transfers.
– Enjoy more Maryland coverage on Maryland Terrapins On SI –
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NIL
Paid to play? Potential big earnings for high school athletes
HOUSTON – NIL, or name, image, and likeness, has changed the game, allowing college athletes to profit from their fame. Texas legislators are now considering giving that same right to high school athletes. As KPRC 2 anchor Keith Garvin found, the measure would lead to some big money for some students and big change for […]


HOUSTON – NIL, or name, image, and likeness, has changed the game, allowing college athletes to profit from their fame.
Texas legislators are now considering giving that same right to high school athletes.
As KPRC 2 anchor Keith Garvin found, the measure would lead to some big money for some students and big change for the entire state.
NIL opportunities could reshape high school athletics
Halle Thompson, a 17-year-old nationally ranked volleyball player, has dedicated herself to the sport year-round.
“Volleyball is definitely a year-round thing,” she said.
Thompson has excelled, medaling with Team USA’s under-19 team and being selected for the under-21 team this summer. She has aspirations of making the U.S. Olympic squad in 2028.
“It is 100% a goal of mine that I can foresee being attainable because of the pipeline and the opportunities that I’ve earned,” Thompson said. “It definitely takes a lot of time, work, and energy. I can say I’ve earned these things, but I definitely think if I keep on putting in work, energy, and time into this, I definitely could be part of something big like that.”
As Thompson pursues her goals, significant changes are on the horizon for high school sports in Texas.
Two bills are currently making their way through the state legislature that would allow high school athletes to profit from their name, image, and likeness (NIL), similar to recent changes at the college level.
SEE ALSO: How these 2 Texas bills could change the game for high school athletes
Matt Malatesta of VYPE Media, a Houston-based company covering youth sports, discussed the situation.
“A lot of people are going to wonder: As big as high school sports are in Texas—everything’s bigger in Texas, right?—How in the world has Texas not had NIL when so many states across the country have had it for a while?” Malatesta said. “Well, the UIL is such a huge, powerful entity in the state of Texas and throughout the country. There are so many things that go into it. They want to do it right the first time.”
The stakes are high, particularly when it comes to finances.
“If legislators grind out a measure that lets high school athletes’ profit from their talent and hard work, how much money are we talking?” Malatesta asked.
Dusty Stanfield, a marketing agent who has secured deals for professional and high school athletes in other states, provided insight into the potential earnings.
“Personally, I’ve done deals, six to seven figures for high school athletes already,” Stanfield said.
“Wow. Okay. So, it can be profitable for athletes and their families, I take it?” Malatesta replied.
“It can be very profitable,” Stanfield confirmed.
But are Texas high school athletes and their families ready for six- and seven-figure deals?
Cullen Thompson, a football recruit and Halle’s twin brother, has already received offers from several schools, including Baylor and Pitt. With their older sister Fallon already playing college volleyball, the siblings’ parents are preparing their children to navigate the NIL landscape.
“If it happens here, we absolutely welcome that opportunity, but I think that it’s another layer as a parent that you kind of have to help your kids through, and that’s important to know,” said Libra Thompson, their mother.
Having a good social media following could help
Halle Thompson believes that having NIL opportunities in high school would better prepare athletes for college.
“[I was] so much more prepared,” she said. “I definitely think that, especially Wisconsin being such a big volleyball school.”
Even at the high school level, Halle Thompson has made a name for herself in volleyball.
“This is a star. You and I can tell this kid has the ‘it’ factor,” Malatesta said.
Thompson has already built a significant platform on social media, which is increasingly important for today’s athletes.
“Some people say that in golf, Tiger Woods was the needle. He didn’t move the needle; he was the needle. Girls’ sports are the needle,” Malatesta said.
He noted that female athletes at the high school level are building massive platforms that often surpass those of their male counterparts.
“If you look at the platforms that female athletes are building at the high school level, which we see all the time, they’re massive. And they far outweigh what the guys are doing,” Malatesta said.
The impact of NIL on high school competition and team chemistry remains to be seen.
Malatesta expressed concerns about how fans might react to these changes.
“I think fans are going to be disenfranchised a little bit because they’re seeing kids that are potentially making more money than they are playing high school sports. And you’re like, ‘What the heck? How can that be?’ But that is the world we’re living in right now,” he said.
“It’s going to be a culture change basically?” Keith asked.
“Total culture change,” Malatesta replied.
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