The topic of NIL has been hot ever since its launch in 2021. As a former student-athlete, I’ve experienced firsthand the impact NIL has had, not only on individual players but on the overall dynamic of a team. While many agree with its original purpose, I truly believe NIL has done more harm than good for college sports.
The Purpose
NIL was designed to let college athletes profit from their own name, image, and likeness. In turn, this would essentially allow them to earn compensation from the personal brand they build. It was meant to create fair opportunities for student-athletes without compromising their amateur status or the integrity of college sports.
In hindsight, this was a great idea. As a collegiate athlete, you’re putting in 40+ hours a week practicing, recovering, attending team meetings/film sessions, and showing up for every “optional” activity that’s never actually optional. That’s a full-time job, not even including travel and games, on top of the actual academic portion of college. Meanwhile, universities are selling merchandise and building multimillion-dollar brands off their athletes’ success. So why shouldn’t the players earn something too?
The Reality
At its core, NIL was supposed to reward authenticity, such as a walk-on landing a major brand deal or an athlete giving back to their hometown. But in reality, it’s turned into a full-on money grab. I’ve seen firsthand how quickly NIL can create tension within teams. While one player is raking in six figures, another is barely holding onto a scholarship. You don’t think that creates a divide? How can you unify a locker room when there’s such an imbalance? The goal is no longer winning; it’s money.
The biggest loss, though, is team camaraderie. There used to be pride in wearing your school’s name across your chest, being part of a true family that worked together to represent their program and university. Now, for many players, the school is just a stepping stone to the next paycheck. Loyalty has taken a backseat. This has only been amplified by the transfer portal. I could go on and on about that, too, but that’s a different monster.
Let’s use Tennessee as an example. Their starting quarterback, Nico Iamaleava, reportedly approached head coach Josh Heupel, demanding an increase in his NIL to $4 million to remain with the Volunteers program. When his request was denied, Iamaleava began skipping practices in an attempt to leverage his demand. Fortunately, the university chose to cut ties with him, and he eventually transferred.
First, good for Heupel. Second, this is absolutely ridiculous. The sad thing is, we can’t really blame the athletes. If I were being offered millions of dollars to compete at the college level, I’d probably transfer in a heartbeat, too. I am in no way, shape, or form saying the issue falls entirely on the players, I believe NIL, at its core, has systemic flaws that have unintentionally encouraged a level of selfishness in athletes that college sports have never seen before.
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The Result
Coaches are now balancing egos instead of focusing on growth, walking a fine line between having to please sponsors, boosters, and players. The soul of college sports is slowly disappearing. There will no longer be unpredictability or underdog stories. We will no longer be asking “Who will be at the top,” but rather, “Who can afford to be?”
Don’t get me wrong, I believe that NIL had the right intentions. But as it stands, the influx of money into college sports has shifted the culture entirely. The excitement of NCAA sports is fading, and now all that is left is branding, contracts, and social media followings. As much as I hate to say it, it’s getting harder and harder to watch.