Antwan Owens, a former Jackson State football player, made history five years ago as the first college athlete to sign a Name, Image, and Likeness (NIL) deal. That moment kicked off a new era in college sports—athletes could finally make money from their personal brands.
Owens’ journey from a small-town kid to a trailblazer in the NIL space is honestly pretty wild. It’s a story of resilience, some smart thinking, and real community impact.
When Antwan Owens signed his first NIL deal with 3 Kings Grooming, a Black-owned company, NIL itself was still a pretty fuzzy concept. The deal just made sense, given Owens’ Atlanta roots and his transfer to Jackson State to play for Deion Sanders.
Suddenly, his face was on a billboard in Times Square. Owens called the experience life-changing, not just for himself but for athletes coming after him.
That NIL deal taught him a lot about business, money, and networking—skills that still shape what he does today. He learned how to set up an LLC, handle taxes, and actually make a venture profitable.
This know-how has fueled his later projects, including political campaigns and community outreach. Owens has worked on several political campaigns, from backing Stacey Abrams’ national initiatives to supporting local races in Tallahassee.
His political work shows how athletes can use their platforms for more than just sports. In addition to politics, Owens has poured energy into community outreach.
While at Jackson State, he started a 501(c)(3) nonprofit. The group pulled off initiatives like delivering 20,000 bottles of water during the Jackson water crisis.
They still run community drives, like an annual turkey giveaway. Owens thinks NIL should be about more than just upfront payments—it was meant to give athletes marketing opportunities and exposure.
Since Owens inked his historic deal, NIL has exploded. College quarterbacks now earn millions, and total NIL spending is projected to hit billions by 2026.
This growth has made NIL a huge recruiting tool. Still, Owens worries the system might not last without better structure and rules.
He points out that NIL has drifted toward revenue sharing, which wasn’t the original idea. Owens wants a model that helps not just athletes, but also schools, cities, and local communities.
Now 27, Owens is the NIL director at the University of Central Florida. He oversees all 16 sports programs and spends his days educating athletes about money, setting up brand partnerships, and pushing for community involvement.
Forbes named him a 30 under 30 honoree for helping athletes land creative branding deals and find investment opportunities. Owens sees his job as both a responsibility and a chance to really help athletes understand what’s at stake.
He reminds them that most won’t have long pro careers, so it’s crucial to think beyond the field. Owens tells athletes to make the most of their NIL opportunities—not just for quick cash, but for long-term security.
He talks a lot about building generational wealth, something that can help their families for years. From being the first to sign an NIL deal to leading in the field, Owens wants to be one of the most influential voices in this ever-changing space.
He’s using his own experience to guide and support the next wave of athletes. Who knows where NIL will go next, but Owens is definitely shaping the conversation.
The Future of NIL: Balancing Compensation and Community Impact
As NIL keeps expanding, Owens thinks its future depends on finding a balance between athlete pay and giving back to the community.
He points out that universities aren’t just schools—they’re part of the fabric of their towns. So, why not use NIL to help more than just the athletes?
It could benefit the schools and the people living nearby too.
For more on Antwan Owens’ journey and his take on how NIL is changing, check out the full article on HBCU Sports.
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