The Potential Future of NIL: What Athletes, Coaches, and Admins Need to Know

Since NIL 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 what lies ahead, here are six predictions for how NIL might evolve and how athletes, administrators, and coaches can position themselves to benefit:

The Future of NIL & Potential Impact

1. 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.

2. 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. ??

• 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.

3. Growth of NIL Collectives and Group Deals. At larger universities, 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.

• Athletes: look for collective opportunities that align with your personal brand and values.
• Coaches/Administrators: understand the influence of collectives on recruiting and team dynamics to maintain balance within your program.

4. 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.

5. Spotlight 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.

6. Expansion of Educational Programs. 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.

Embracing the NIL Evolution The future of NIL is filled with opportunity—but navigating it requires adaptability and preparation.

• Athletes: NIL is a game-changer, but balancing academics, athletics, and your brand is key.
• Administrators: evolving policies will demand creative solutions to support athletes and maintain compliance.
• Coaches: managing team cohesion in this new era will require a deeper understanding of individual athlete ambitions.

By staying informed, proactive, and open to change, everyone in college athletics can thrive in this evolving space.

How do you see these trends impacting your program or career? I'd love to hear your thoughts!