Why Real NIL will win out

Author

Tariq Ahmad
November 05, 2025

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NIL graphic (Photo Credit: TerpTax)

In a previous newsletter, I talked about Real NIL vs. Pay for Play.

As a quick refresher:

  • Real NIL

    • Ability for college athletes (and select high school athletes where NIL is permitted) to profit from the use of their name, image and likeness via promotional and marketing activities.

      • Think endorsement deals, meet and greets, autograph signings, etc.

  • Pay for Play

    • This is direct compensation to student-athletes for their athletic performance or participation in a team sport.

    • Think payments from NIL Collectives to athletes in exchange for minimal obligations. (ie., monthly posting on social media promoting the Collective, two hours of community service every semester, etc.)

While Pay for Play pays out larger dollar amounts in the short term, Real NIL is ultimately the best long-term strategy for college athletes wanting to maximize their brand.

Rationale

  • Keeping programs competitive

    • While P4 schools are paying out revenue share of $20.5M per year (with incremental increases over the next 10 years), Real NIL will allow for all student-athletes at these schools to capitalize.

      • Given that most schools are doing rev share for only 4-6 programs, Real NIL highlights student-athletes in the other 10-20 sports that they deserve.

      • These schools can also highlight their Real NIL efforts on the recruiting trail to attract talent.

  • Positions athletes to win in the new market

    • In the new college sports landscape, there is no better time to be a college athlete than today.

    • Student-athletes can build their personal brand, score deals, and set themselves up for the future even after their playing days are done.

  • Align donors and brand dollars for impact

    • With donor fatigue and NIL being a real thing, more donors recently have been pulling back their fund sharing with NIL collectives and schools.

    • By focusing on Real NIL, donors can build longer and more meaningful relationships with student-athletes, while brands can build with student-athletes who are good content creators and have brand affinity for companies.

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