The landscape of college football has shifted dramatically in the past few years, mostly thanks to the introduction of Name, Image, and Likeness (NIL) rights for student-athletes. Since 2021, college athletes have been able to profit from their personal brands—an absolute game-changer for the sport.
Let’s dig into NIL: what it is, how it works, the rules, and how it’s upended recruiting and team building. We’ll also look at the highest-paid players and which schools are leading the charge.
Understanding NIL in College Football
NIL stands for Name, Image, and Likeness. Basically, it means college athletes can finally get paid for their public persona.
Before 2021, athletes couldn’t make money off their status—scholarships were as good as it got. But after the Supreme Court’s *NCAA v. Alston* decision, the NCAA changed its policies, and suddenly, college stars started looking a lot more like professionals when it comes to cashing in.
How Does NIL Work?
With NIL, athletes can sign deals with brands, companies, or collectives. They might promote products, show up in commercials, or post on social media for a fee.
Endorsements, public appearances, autographs, merchandise sales—it’s all fair game now. A standout quarterback could sign a six-figure deal with a clothing company, or just pick up a couple grand for a sponsored Instagram post.
But here’s the thing: schools themselves aren’t cutting those checks. The money comes from outside sources—brands, companies, or those ever-present collectives.
Schools can connect athletes to opportunities, but the transactions are strictly between the athlete and the third party. That’s an important distinction.
NIL Rules and Regulations
There are rules, though. Every deal has to be for a legit business purpose and at a fair market value.
Any deal over $600 needs to be reported, and most athletes have to loop their school in before they sign anything. Compliance is a big deal, even if it’s not the most exciting part.
Collectives and Their Role
Collectives are a big part of NIL now. These groups—separate from the schools—pool money from donors, businesses, and fans to create NIL deals for athletes.
In football, where the money is massive, a well-funded collective can sway top recruits or transfers. It’s not subtle, and it’s changed the power dynamics between programs.
Impact on Recruiting and Team Building
NIL wasn’t really supposed to be a recruiting tool, but let’s be honest—of course it is. Big schools with deep-pocketed collectives can lure top talent with bigger NIL offers.
This has sparked what many call “bidding wars” for star players. The recruiting landscape just isn’t what it used to be.
Top Schools in NIL Efforts
The 2024 report from 247Sports highlights the schools leading in NIL:
- Oregon – $969 million
- Texas A&M – $849 million
- Texas – $766 million
- Florida – $763 million
- Georgia – $716 million
When it comes to collective funding, Texas is at the top with $22,272,474. Ohio State, LSU, Georgia, and Texas A&M are close behind.
Highest-Paid College Football Players
NIL has created some seriously lucrative opportunities. On3’s 2025 estimates put these players at the top:
- Arch Manning (Texas) – $5.5 million
- Carson Beck (Miami) – $4.9 million
- Jeremiah Smith (Ohio State) – $4.2 million
- Garrett Nussmeier (LSU) – $4.0 million
- LaNorris Sellers (South Carolina) – $3.7 million
Unique NIL Deals
It’s not just the stars cashing in. Plenty of lesser-known athletes are landing creative deals, too.
Reese’s Peanut Butter Cups, for example, has worked with college athletes named *Reese*. And sometimes, athletes get free products instead of cash—it’s not all about the money.
Future Changes and Challenges
The NIL scene isn’t staying still. For 2025-26, schools might be able to pay athletes directly—up to $20.5 million a year, if they opt in.
Oversight will come from the new College Sports Commission (CSC). Who knows where things go from here?
Regulatory Challenges
Despite the benefits, NIL has brought some regulatory headaches. There’s still not much consistency in NIL rules because state laws and university policies don’t always line up.
The NCAA keeps pushing for federal guidelines. They want to see some clear, consistent standards for everyone.
For a more detailed breakdown of how NIL works, including specific rules and top earners, check out the Sporting News article.
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