The landscape of college athletics has been shaken up by the arrival of Name, Image, and Likeness (NIL) deals. Student-athletes can now actually make money from their personal brands.
Sure, NIL has caused a tidal wave at the Division I level. But its effect on Division III schools—like Ithaca College—feels more subtle, maybe even a little complicated.
At Ithaca, student-athletes are figuring out their own ways to land NIL deals. Most of the time, that means hustling through local partnerships or just taking the initiative themselves.
Let’s dig into what makes the NIL experience at Ithaca College both challenging and, in some ways, pretty interesting.
The Reality of NIL at Division III Schools
Division III athletes at Ithaca College have to do most of the legwork to get NIL deals. The NCAA’s rule change didn’t cause the same kind of shakeup here as it did in Division I.
At this level, deals tend to be smaller and more local. That fits the community vibe of DIII athletics, honestly.
Community-Centric Deals
NIL deals at Ithaca College usually come from local businesses. Take sophomore volleyball player Renee McGowan—she’s got a deal with Hotworx, an infrared fitness studio.
Renee promotes Hotworx on her Instagram, which has about 1,780 followers. She gets $100 a month, as long as she hits certain promo and referral goals.
This kind of deal doesn’t just help Renee’s bank account. It’s also gotten other athletes to check out the studio for their own recovery routines.
Focus on Personal Health
For McGowan, NIL isn’t just about the money. She’s a physical therapy major and looks for deals that fit her interests—stuff like health and wellness.
She skips offers that don’t match her values, like advertising artificial energy drinks. That way, her endorsements feel real and actually useful to her followers.
Challenges and Limitations
Still, Division III athletes run into plenty of hurdles with NIL. One big issue? Not much help from the school itself.
Ithaca College doesn’t have NIL collectives or official support systems. So, athletes are left to figure things out on their own.
Institutional Constraints
McGowan mentioned that selling merch with their names on it isn’t allowed. The college’s NIL policy doesn’t spell this out clearly, which just adds to the confusion.
That means some athletes miss out on chances they might otherwise have.
Time Management
Time is a real problem, too. Junior gymnast Lauren Babineux, who’s a Celsius brand ambassador, says it’s tough to juggle school, sports, and keeping up with social media.
Others agree—it’s hard to squeeze in NIL work when you’re already stretched thin.
Leveraging Technology and Apps
To get around some of these issues, athletes are turning to tech. Apps like NIL Club make it easier to find smaller, short-term deals.
First-year tennis player Samuel Lopez-Cardenas says these apps are a good fit for athletes at smaller schools. Even if you don’t have a big following, you can still find opportunities.
App Limitations
But it’s not all sunshine. Lopez-Cardenas admits that while these apps can offer “free money,” sometimes the hassle just isn’t worth it.
The personal touch you get with bigger deals is missing. That makes it harder to build lasting relationships with brands.
Student-Led Initiatives
Some students are stepping up to fill the gaps. Sophomore sports media major Jack Behan started the NIL Middlemen as a class project.
His goal? Help student-athletes handle the maze of NIL deals. He wants this to go beyond just a class assignment and become a real resource for busy athletes.
Conclusion
The rise of NIL deals has brought fresh opportunities for student-athletes at Ithaca College. But it’s not all smooth sailing—they’re facing some hurdles pretty different from what Division I athletes deal with.
Here, the focus is often on building relationships within the local community. Athletes have to take a lot of initiative themselves, which isn’t always easy. Still, you’ve got to admire the grit and creativity Division III athletes show as they carve out their own paths.
If you want to dive deeper into how Ithaca College student-athletes are handling NIL deals, check out the full article on The Ithacan.
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