NIL Predictions for 2026

We'll check in this time next year to see how they panned out

Author

Tariq Ahmad
December 31, 2025

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As we approach a new year, it will be interesting to see how the NIL landscape will continue to unfold.

Some things will be great. Others not so much.

Here are my predictions for NIL in the coming calendar year (along with input from an industry expert).

NIL Go will have competition

  • While Deloitte created the system and, in essence, named themselves the de facto NIL experts from a corporate perspective, I expect a competitor to emerge in 2026.

  • Look for another consulting firm such as Accenture, CapTech, or KPMG to create a similar solution that will be more user-friendly for athletes, agents, and schools alike.

  • However, this would create a conundrum: Which one will the above group use going forward? And how could they all work together?

Schools will require athletes to sign multi-year agreements for NIL funds

  • With the transfer portal allowing athletes to move schools at will, schools will require loyalty from said athletes in the terms of signed agreements tied to NIL money.

  • If a student-athlete transfers at any time during their signed contractual dates, they will either be required to pay back a portion of money to the school, or will not receive any future funding.

AI will further incorporate into NIL workflows

  • As AI has been all the rage for the past two years, student-athletes and schools will take advantage of this technology to improve NIL.

  • Athletes will use it to help generate content ideas, create ways to build their personal brand, and new uses not yet discovered.

  • Schools will use it to build engaging NIL content for athletes, create training that benefit multiple departments, and ultimately use it to generate long-term revenue.

From the industry

  • My colleague Erick Schwab of Adthlete shared some predictions with me:

    • NIL shifts from collective-driven to brand-led. Fundraising will always play a role, but brands treat athlete creators like all other creators they work with.

    • Federal legislation brings stability and guardrails. Clearer federal guidance finally arrives, reducing uncertainty around pay structure, employment classification.

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