The introduction of name, image, and likeness (NIL) deals has shaken up collegiate athletics in ways few could’ve predicted. For the Oregon Ducks, NIL has been a real game-changer, especially for their football program.
This shift has stirred up recruiting and sparked heated debates about whether the Big Ten or the SEC has the upper hand. Former Alabama Crimson Tide coach Nick Saban has weighed in, claiming NIL has tipped the scales in favor of the Big Ten. So, what’s really going on with NIL and programs like Oregon?
The Impact of NIL on Collegiate Football
Since 2021, NIL has let college athletes finally cash in on their personal brands. That’s a big deal, especially when it comes to recruiting.
Schools can now use financial incentives to lure top talent. For Oregon, that’s meant a noticeable bump in their recruiting power.
Oregon Ducks’ NIL Success
Back in 2020, before NIL was even a thing, Oregon’s recruiting class sat at No. 12 nationally, according to On3. But after NIL entered the scene, the Ducks have found themselves in the top 10 year after year.
Dan Lanning took over as head coach in 2022, and now Oregon boasts the No. 3 recruiting class for 2026. Out of 17 commits, a whopping 88 percent are blue-chip prospects.
The program’s average NIL value for 2026 is up to $273,000. That’s a huge jump, and it shows just how much things have changed.
Nick Saban’s Perspective on NIL
Nick Saban, who spent nearly two decades with Alabama in the SEC, hasn’t been shy about his thoughts on NIL. On *The Pat McAfee Show*, he argued that NIL has handed the Big Ten a real advantage over the SEC.
Saban said the South’s old recruiting edge, built on college football’s deep roots, is fading because NIL money talks louder than tradition these days.
Geographic Advantage and NIL
Historically, Southern states without pro football teams have been the SEC’s bread and butter. Programs like LSU and Alabama could always count on that.
Now, though, NIL is changing the equation. Recruits are weighing financial perks, and suddenly, schools outside the SEC look a lot more appealing.
Comparative Spending in College Football
On3’s July survey ranked Oregon No. 4 among college football’s biggest spenders. They’re trailing just behind Ohio State at No. 3.
Other Big Ten schools like USC and Michigan are tied at No. 7. Meanwhile, SEC heavyweights Texas and Texas A&M sit at No. 1 and No. 5. Alabama, which used to have the No. 2 recruiting class before NIL, has mostly stayed in the top three, except for 2026, where they’re at No. 7.
Dan Lanning’s Approach
Dan Lanning isn’t backing away from NIL. He’s all about investing in the program.
Before Oregon faced Oklahoma State, Cowboys coach Mike Gundy commented on Oregon’s spending. Lanning shot back, saying, If you want to be a top 10 in college football, you better be invested in winning. He wants a team that can compete at the very top, and he knows Oregon is lucky to have that kind of support.
The Future of College Football
NIL has totally shifted the college football landscape. Programs like Oregon are pulling in better recruits than ever.
Still, the debate rages on about whether NIL is helping or hurting the balance between conferences like the Big Ten and the SEC. Saban’s point about fading geographic advantages rings true, but it’s clear that NIL’s financial pull is rewriting the rules faster than anyone expected.
NIL has shaken up college athletics in a big way, especially when it comes to football.
For teams like the Oregon Ducks, it’s opened doors in recruiting that just weren’t there before. They’re now pulling in top-tier talent and keeping their name near the top of the rankings.
The debate around NIL and whether it’s messing with competitive balance isn’t going away anytime soon. But there’s no denying—money talks, and it’s going to keep shaping the future of college football whether folks like it or not.
If you’re curious and want to dig deeper, check out the full article on how NIL is impacting college football.
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