The name, image and likeness (NIL) market for student-athletes has seen unprecedented growth since its inception in 2021. According to Opendorse, an athlete marketplace and NIL technology company, the market is projected to expand from $917 million in 2021-22 to an estimated $1.67 billion by 2024-25.A combination of school policies and state laws currently dictates the deals athletes can make, ESPN reported. In states lacking oversight, the NCAA requires universities to establish policies for their athletes.Highlighting the lucrative potential of NIL deals, Colorado quarterback Shedeur Sanders, son of Buffaloes coach Deion Sanders, holds the top NIL valuation at $6.2 million, according to media and tech company On3. His endorsements include Nike, Beats by Dre and Google.In a landmark move, the House v. NCAA settlement proposal could allow Division I schools to pay college athletes for the first time in history. If finalized in April, schools could begin sharing between $20 million and $30 million in revenue with players as early as July 1, 2025, Front Office Sports reported. Participation is optional, but schools that opt in must provide revenue-sharing dollars to all athletes in their departments.The NCAA is advocating for federal guidelines to regulate the NIL market. In September, NCAA President Charlie Baker expressed concerns over dysfunction in the NIL environment, including unfulfilled promises to student-athletes. He urged Congress to establish national NIL guidelines to protect student-athletes and standardize contracts.“We continue to see evidence of dysfunction in today’s NIL environment, including examples of promises made but not kept to student-athletes. Just as anyone who owns stock or buys a house is afforded basic consumer protections, it’s clear that student-athletes entering NIL contracts should be too,” Baker wrote on X. “While we’d love to see these resources used to protect student-athletes in every NIL deal, it’s not something the NCAA has the authority to mandate. In the meantime, we’re continuing to advocate for Congress to create national NIL guidelines that will protect student-athletes from exploitation, including the use of standard contracts.”Interest in federal involvement is evident on Capitol Hill. Senator Ted Cruz, R-Texas, poised to chair the Commerce Committee, said a college sports bill would be a top priority, according to the Associated Press. Cruz will need bipartisan support to pass the necessary 60-vote threshold in the Senate, requiring compromise with lawmakers focused on athlete welfare over expanding NCAA authority. Members from both parties agree on the need for national NIL standards and granting the NCAA rule-making power for college sports.Have a news tip? Contact Janae Bowens at jnbowens@sbgtv.com or at x.com/JanaeBowens. Content from The National Desk is provided by Sinclair, the parent company of FOX45 News.

NIL market surges to $1.67 billion, calls for federal regulation grow

The name, image and likeness (NIL) market for student-athletes has seen unprecedented growth since its inception in 2021. According to Opendorse, an athlete marketplace and NIL technology company, the market is projected to expand from $917 million in 2021-22 to an estimated $1.67 billion by 2024-25. A combination of school policies and state laws currently […]

The name, image and likeness (NIL) market for student-athletes has seen unprecedented growth since its inception in 2021. According to Opendorse, an athlete marketplace and NIL technology company, the market is projected to expand from $917 million in 2021-22 to an estimated $1.67 billion by 2024-25.

A combination of school policies and state laws currently dictates the deals athletes can make, ESPN reported. In states lacking oversight, the NCAA requires universities to establish policies for their athletes.

Highlighting the lucrative potential of NIL deals, Colorado quarterback Shedeur Sanders, son of Buffaloes coach Deion Sanders, holds the top NIL valuation at $6.2 million, according to media and tech company On3. His endorsements include Nike, Beats by Dre and Google.

In a landmark move, the House v. NCAA settlement proposal could allow Division I schools to pay college athletes for the first time in history. If finalized in April, schools could begin sharing between $20 million and $30 million in revenue with players as early as July 1, 2025, Front Office Sports reported. Participation is optional, but schools that opt in must provide revenue-sharing dollars to all athletes in their departments.

The NCAA is advocating for federal guidelines to regulate the NIL market. In September, NCAA President Charlie Baker expressed concerns over dysfunction in the NIL environment, including unfulfilled promises to student-athletes. He urged Congress to establish national NIL guidelines to protect student-athletes and standardize contracts.

“We continue to see evidence of dysfunction in today’s NIL environment, including examples of promises made but not kept to student-athletes. Just as anyone who owns stock or buys a house is afforded basic consumer protections, it’s clear that student-athletes entering NIL contracts should be too,” Baker wrote on X. “While we’d love to see these resources used to protect student-athletes in every NIL deal, it’s not something the NCAA has the authority to mandate. In the meantime, we’re continuing to advocate for Congress to create national NIL guidelines that will protect student-athletes from exploitation, including the use of standard contracts.”

Interest in federal involvement is evident on Capitol Hill. Senator Ted Cruz, R-Texas, poised to chair the Commerce Committee, said a college sports bill would be a top priority, according to the Associated Press. Cruz will need bipartisan support to pass the necessary 60-vote threshold in the Senate, requiring compromise with lawmakers focused on athlete welfare over expanding NCAA authority. Members from both parties agree on the need for national NIL standards and granting the NCAA rule-making power for college sports.

Have a news tip? Contact Janae Bowens at jnbowens@sbgtv.com or at x.com/JanaeBowens. Content from The National Desk is provided by Sinclair, the parent company of FOX45 News.