The landscape of college football has changed drastically with the arrival of Name, Image, and Likeness (NIL) rules. USC coach Lincoln Riley recently gave his thoughts on this new NIL world during Big Ten Media Days, offering a look at how NIL spending is becoming more normal and what that could mean for the sport.
Let’s talk about just how much things have shifted. In recent years, NIL spending has become a big deal in college football, shaping team rosters and shifting the competitive balance. Riley described the early days of NIL as the *Wild West*, but says things have calmed down—at least a little.
Even with the wild amounts of money flying around, the landscape feels a bit more predictable now. Take Ohio State’s 2024 championship roster, which reportedly got a $20 million boost. Teams like Texas, Oregon, and Miami? They’re rumored to have spent upwards of $30 to $40 million when you add up roster value and collective spending.
Big Spenders and Their Outcomes
But here’s the twist: spending big doesn’t always buy you a championship. Last season, Indiana pulled off a title with under $25 million spent. Meanwhile, heavy hitters like Texas ($35–$40 million), Texas Tech (about $28 million), Ohio State, and Miami ($40 million) didn’t finish on top.
So, it’s not just about the money. NIL can help, sure, but it’s hardly a golden ticket. Building a winning team? Turns out, it’s a lot more complicated than just writing checks.
New Guidelines and Regulations
The 2025 House v. NCAA settlement changed the game again, settling three federal antitrust lawsuits that argued the NCAA was capping student-athletes’ earning power. The settlement introduced a few new rules:
- Division I schools can now pay athletes directly and share revenue
- Student-athletes are allowed to sign endorsement deals with brands and businesses
- Third-party NIL deals over $600 must be reported and cleared independently
- Scholarship ceilings are gone, replaced by maximum roster limits—so no more hard caps on total scholarships per sport
The goal? Make NIL a little less chaotic and a lot more transparent. Early NIL days were, frankly, a mess.
The Save College Sports Act
There’s also the bipartisan Save College Sports Act moving through Congress. This bill would:
- Limit how often student-athletes can transfer
- Change eligibility rules to five years
- Ban professional athletes from playing
- Stop coaches from poaching players during the season
Riley stressed the NCAA needs to set real standards and rules for a salary cap to work. He also mentioned that any plan has to hold up in courts across different states, which, honestly, sounds like a tall order.
Institutional Adaptations and Third-Party Involvement
Colleges are definitely adjusting to this new NIL world. Many are stepping in to help athletes manage and find NIL opportunities. Boise State actually led the way, acting as an in-house agency for its athletes soon after NIL got the green light.
Ohio State followed up in 2025 with the Buckeyes Sports Group, which now handles everything from revenue-sharing and marketing to collective donations. It’s a pretty hands-on approach.
Enhanced Marketing Opportunities
Ohio State’s athletic director, Ross Bjork, highlighted how they can now act as a marketing agency for their athletes. That means helping them land:
- Corporate gigs
- Local partnerships
- Social media deals
On top of that, third-party involvement is booming. Schools like Tennessee and Penn State have signed deals with Adidas, guaranteeing NIL opportunities. Student-athletes can now get paid as brand affiliates, join content campaigns, and even appear in commercials or gifting projects.
The Future of NIL in College Sports
Looking ahead, third-party involvement in NIL seems likely to keep growing. The Big 12’s conference-wide NIL deal with Monster Energy is just one example of how commercial opportunities are expanding for student-athletes.
Still, the idea of a real salary cap? It’s being talked about, but we’re not there yet. Who knows if it’ll ever really happen?
Challenges and Considerations
Riley admitted that setting up a salary cap isn’t exactly simple. Any rules they come up with need to actually work, and they have to be tough enough to stand up in court.
The current system is more organized than before, but let’s be honest—there are still a lot of unknowns. Legal issues could pop up at any time.
For more on this, check out the full article on Lincoln Riley’s views on NIL changes in college football.
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