Sports
What is NIL in college sports? How do athlete deals work?
College athletes weren’t always allowed to make money off their athletic ability. It wasn’t until 2021 that the NCAA changed rules to allow students to profit from their name, image and likeness — otherwise known as NIL.
What exactly is NIL?
“NIL” stands for “name, image and likeness.” It refers to a person’s legal right to control how their image is used, including commercially. In college, student-athletes have long been prohibited from making deals to profit from their fame, so they forfeited their NIL rights by signing on with college sports teams. A combination of NCAA rule changes and state laws restored NIL rights to college athletes, and they’ve been making sponsorship deals ever since.
Who oversees the deals?
A combination of school policies and state laws dictate what deals athletes can make. In states with no oversight, the NCAA has universities write policies for their own athletes. Some common school requirements are that athletes get business advice or training before making deals or preventing them from promoting certain products. State laws are primarily focused on preventing NIL deals from being used as recruitment tools. Schools can’t pay students directly, but some states have murky laws surrounding just how involved a school’s booster club can get.
Do athletes get agents or business advisors?
Yes, every athlete is allowed to hire professionals to help with marketing, legal issues, tax laws and other business dealings. Many schools also offer training and resources to athletes directly, often in the form of early-season classes on NIL law and basic business practices.
Do athletes have to report deals to their school or another authority?
Most colleges have policies that require athletes to report the details of any potential deals with their schools, and some must get school approval before signing. Several schools reserve the right to keep their athletes from advertising certain products, like drugs and alcohol.
Why do the rules differ between areas? Will that change?
While several states now have NIL laws or have proposed bills to implement them, the content is far from uniform. Like any state-by-state legislation, local lawmakers have taken different approaches to prioritizing local businesses and incentivizing top athletes to choose universities within their borders.
The NCAA has expressed concern that, without a federal law, enforcing its own NIL rules could violate antitrust rules — so while the organization has hoped that Congress will pass a federal standard, there’s no national set of rules.
What kinds of deals are athletes making?
From free sneakers and workout gear to high-end clothing items and dorm essentials, perks for college athletes signing NIL deals have skyrocketed since student-athletes won the right to cash in on the publicity they bring to their schools.
The biggest stars, guided by business mentors and school-provided financial advice, have cashed in. As of March 2026, On3 ranked Texas quarterback Arch Manning as the star of the current NIL market with a whopping $5.4 million valuation. The site estimates that each of the 20 players at the top of its list are worth a minimum of $2 million.
For the athletes who combine strong social media presence, business savvy and prowess on the field, big brands are eager to shell out. Top athletes have signed deals with Nike, Adidas and Under Armour, while non-athletic brands such as T-Mobile, Sam’s Club and Amazon tap students across the country.
Naturally, the vast majority of college athletes don’t meet that threshold — which hasn’t stopped companies from local mom & pop shops to international brands from partnering with up-and-coming students in every sport and a variety of schools.
Some particularly quirky deals have enamored both athletes and businesses beyond their usual audience.
Dienurst Collins, an offensive lineman at Lake Erie College, scored both a deal and a second round of internet fame when he signed a deal with Popeyes — where he went viral at 9 years old for side-eyeing a stranger who recorded him at the restaurant then posted the video.
Decoldest Crawford capitalized on his name to earn some extra money while injured. The Louisiana Tech wide receiver partnered with a family-owned air conditioning business to make a commercial based around the pun.
Running back Bijan Robinson took a similar approach to name-based leverage while playing for Texas. He began selling Dijon mustard, marketing it as Bijan Mustardson and selling it in Texas. When Robinson joined the Atlanta Falcons he brought the branding with him, now touting it as the official Dijon mustard of the team.
Brands don’t discriminate based on given names. Ga’Quincy “Kool-Aid” McKinstry snapped up a deal with his nickname’s brand soon after the ruling that allowed NIL deals.
Other companies’ strategies for NIL have had them sponsoring several athletes at a time.
Reese’s Peanut Butter Cups didn’t limit itself to one athlete, team, or even school in picking its NIL deals. Instead, the candy brand partnered with a dozen students from Texas to Delaware who seemingly share just two traits: playing football and having the last name “Reese.” Angel Reese didn’t appear in their original list but has since become an ambassador for the brand in her own right.
Many deals rely less on an athlete’s individual story than their ability to play NIL for laughs — such as one with Colorado lineman Tommy Brown, who stripped down to model Shinesty underwear in a series of tongue-in-cheek poses that emphasized his farmer’s tan. Arkansas wide receiver Trey Knox brought his dog, Blue, into a deal with him. PetSmart sponsored both of them, in a move that brought both a wave of online engagement.
Gymnast Sam Phillips, the first male athlete at Nebraska to come out as gay, has worked with plenty of local businesses but told ESPN he’s been particularly excited to partner with businesses that celebrate Black and LGBTQIA+ customers. Before moving to Illinois, he modeled everything from underwear to athletic tape, the latter of which he did for Our Colour, which makes tape to match darker skin tones than many brands offer.
“It’s definitely more like [small and minority-owned businesses] are taking care of me,” Phillips said. “It’s a really face-to-face, very personal relationship.”
Liverpool are considering Newcastle United‘s Anthony Gordon as an upgrade on Cody Gakpo, while Roma‘s defender Wesley França is a target for Arsenal.
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TRENDING RUMORS
– Liverpool could replace Cody Gakpo with Newcastle United winger Anthony Gordon in the summer, according to TEAMtalk. Gakpo has been offered to clubs in the Premier League, including Tottenham Hotspur, and around Europe as Liverpool attempt to gauge interest in the Netherlands international through third-party representatives. Gakpo’s departure could make way Gordon who continues to impress Reds’ officials, though Newcastle have made no secret of their intention to keep the 25-year-old on Tyneside. Gordon spent part of his youth development at Liverpool before joining Merseyside rivals Everton in 2012, where he began his professional career at Everton.
– Arsenal are stepping up their quest for Roma’s in-form defender Wesley França, with Ben White set to make way in the summer, according to TEAMtalk. Brazilian right-back França has been a revelation since joining the Italians from Flamengo last summer, the 22 year old impressing with a four-goal haul. Arsenal scouts have also noted his athleticism, defensive diligence and attacking capabilities. Everton are also interested. The Gunners are also monitoring Newcastle’s Tino Livramento, Eintracht Frankfurt‘s Nnamdi Collins and Monaco‘s Vanderson. Meanwhile, White’s departure has been sanctioned by the club if the right offer comes along.
– Barcelona and Real Madrid are both planning to test the water for Manchester City striker Erling Haaland in the summer, but City are not planning on allowing the 25-year-old to leave, according to Football Insider’s Pete O’Rourke. Haaland is contracted at the Etihad Stadium until 2031, and City are looking to sign players in other positions around him, rather than allow their main striker to leave. Haaland has been out of form by his high standards — scoring just five goals in 18 appearances since the turn of the year — prompting suggestions he may consider a new challenge, and the two Spanish giants remain intent on trying to lure the Norway international to LaLiga as a statement signing. O’Rourke also reports that should manager Pep Guardiola leave the club, City would prefer to replace him with Bayern Munich boss Vincent Kompany, rather than other possible candidates such as Enzo Maresca or Luis Enrique.
– Juventus boss Luciano Spalletti is keen on signing Real Madrid defender Antonio Rüdiger and, in doing, so fend off interest from a number of Premier League clubs, according to Tuttosport. Spalletti and Rüdiger worked together at Roma, and it remains an ambition of the Bianconeri boss to re-sign the 33-year-old, ideally on a two-year deal, to bring some stability to his back line. Spalletti sees the Germany defender as the perfect short-term addition to his squad, with his UEFA Champions League experience and leadership qualities both valuable qualities. Rüdiger is available on a free transfer at the end of the season. However, Diario AS reports that there has been a “radical twist” in the situation, with a contract renewal for the defender now on the cards. Madrid coach Álvaro Arbeloa enthusiastically said on Saturday that he’d “build a statue to Rüdiger and put it in my garden.”
– Atlético Madrid have bid €35 million plus bonuses for Atalanta midfielder Éderson, according to Sportitalia’s Alfredo Pedulla. The Italian club are hoping to recoup closer to €40 million for the Brazilian. Éderson was a key member of the team as Le Dea won the Europa League and finished fourth in Serie A in 2023-24, and since then he has been linked with some of Europe’s biggest clubs for several seasons. The 26-year-old’s contract in Bergamo is due to expire at the end of next season.
EXPERT TAKE
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Nicol: Slot shouldn’t get sacked if Liverpool miss out on a UCL spot
Steve Nicol debates Arne Slot’s future after Liverpool’s 2-1 loss to Brighton in the Premier League.
OTHER RUMORS
– Liverpool are ahead of Chelsea in the race to sign midfielder Eduardo Camavinga. Real Madrid are willing to listen to offers in the region of €50 million. (Caught Offside)
– Despite being heavily linked with a move away from Newcastle, particularly to Manchester United, Bruno Guimarães is committed to the north-east. (Newcastle Chronicle)
– Inter Milan and Juventus are tracking the situation of Chelsea midfielder Andrey Santos, hoping the 21-year-old could form an integral part of their midfield rebuilds in the summer. (Ekrem Konur)
– Arsenal could allow a number of players to leave in the summer as they look to freshen up their squad and build on what they hope will be a title-winning season. (Daily Telegraph)
– Liverpool winger Giorgi Mamardashvili is a target for European clubs and he could be tempted with the promise of more game time. (Football Insider)
– Rangers boss Danny Röhl has expressed his desire to extend Mikey Moore‘s deal beyond the end of the season, whether it’s a loan move or permanent deal. The 18-year-old was on the scoresheet for Rangers against Aberdeen on Saturday. (Daily Mail)
– Xabi Alonso is the leading contender to replace Arne Slot should the Dutchman be relieved of his duties as Liverpool Manager. Slot came under fresh pressure following Saturday’s 2-1 defeat at Brighton & Hove Albion. (Football Insider)
Sports
PSL matches to go ahead without spectators under govt’s austerity drive amid regional crisis: Naqvi
LAHORE: Pakistan Cricket Board (PCB) Chairman Mohsin Naqvi, in a major announcement on Sunday, said that the much-awaited Pakistan Super League (PSL) matches will be held without spectators as part of the government’s austerity measures amid ongoing regional crisis.
Addressing a press conference in Lahore, Naqvi said the tournament will be limited to two venues, Karachi and Lahore. He added that the decision aims to reduce public movement.
This is a developing story and will be updated with more information.
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No. 12 High Point put everyone on notice for the second time in as many games this March Madness, but could not find the same success.
After advancing to the Round of 32 following an upset victory over No. 5 Wisconsin, the Panthers’ season ended after No. 4 Arkansas ran away from them late Saturday night.
High Point led by as many as five early in the game, and they were up 56-52 with 14:17 to go after going on a 12-2 run.
Both teams exchanged buckets for several minutes, with no one expanding their respective leads by more than three points for a little while.
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High Point Panthers head coach Flynn Clayman and guard Rob Martin (3) react in the second half against the Arkansas Razorbacks during a second round game of the men’s 2026 NCAA Tournament at Moda Center. (Craig Strobeck/Imagn Images)
With 7:04 to play, the Panthers took a 72-71 lead, to which the Razorbacks responded with a 10-2 run, putting them up by seven and giving them their largest lead of the night.
The game was then quickly tied at 83 after a wild run by High Point, but over the final 3:19, Arkansas outscored High Point, 11-5, to snatch the victory, despite a valiant effort from the Panthers.
High Point Panthers forward Terry Anderson (5) drives against Arkansas Razorbacks forward Malique Ewin (12) and forward Billy Richmond III (24) in the second half during a second round game of the men’s 2026 NCAA Tournament at Moda Center. (Craig Strobeck/Imagn Images)
Arkansas was favored by 11.5, and while they couldn’t cover, it was another Sweet 16 appearance for legendary head coach John Calipari.
Two Panthers, Rob Martin (30) and Cam’Ron Fletcher (25), combined for 55 points, but Darius Acuff Jr. of Arkansas trumped everyone by dropping 36.
Arkansas will face the winner of No. 1 Arizona and No. 9 Utah State in the Sweet 16.
High Point Panthers head coach Flynn Clayman and forward Braden Hausen (15) react in the second half against the Arkansas Razorbacks during a second round game of the men’s 2026 NCAA Tournament at Moda Center. (Craig Strobeck/Imagn Images)
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High Point’s victory over Wisconsin on Thursday marked their first ever in March Madness after making the tournament last year for the first time.
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