NIL Rights: It Should NOT Be About the Money

In the ever-evolving world of sports, few developments have sparked as much discussion as the advent of Name, Image, and Likeness (NIL) rights. Since the NCAA allowed athletes to profit from their NIL in July 2021, the collegiate sports landscape has transformed dramatically. On the surface, it seems like a long-overdue opportunity for athletes to benefit financially from their talents. However, the conversation surrounding NIL has become overwhelmingly fixated on money, overshadowing what this movement should truly be about: telling an athlete’s story, building their legacy, and using their platform to create a meaningful impact.

What Are NIL Rights?

NIL rights refer to the ability of athletes to profit from their personal brand. This means they can receive compensation for endorsements, sponsorships, appearances, merchandise sales, social media promotions, and more. Previously, student-athletes were prohibited from earning any form of compensation beyond scholarships, even as colleges and universities raked in billions of dollars from ticket sales, TV deals, and merchandise featuring their likeness.

The NIL era has leveled the playing field—allowing athletes to claim what’s rightfully theirs. This change is monumental, not just for the financial opportunities it creates but for the recognition of athletes as multifaceted individuals rather than just players on a field or court.

NIL Deals: A Growing Phenomenon

In just a few years, NIL deals have skyrocketed in value. Take, for instance, Bronny James, the son of NBA superstar LeBron James, who has inked NIL deals worth millions even before stepping onto a college basketball court. Similarly, gymnast Olivia Dunne has leveraged her social media following to secure endorsements reportedly worth over $3 million. And then there’s Arch Manning, the latest quarterback in the legendary Manning family, whose NIL valuation has reached staggering heights due to his family name and football prowess.

These examples illustrate the explosive financial potential of NIL, but they also highlight a growing concern: for many, NIL has become synonymous with chasing the biggest payday. This singular focus risks overshadowing the deeper significance of what NIL represents.

More Than Money: Telling the Athlete’s Story

At its core, NIL is about more than just dollar signs. It’s an opportunity for athletes to take control of their narrative and connect with their audience in authentic and impactful ways. A person’s name, image, and likeness are deeply personal. They represent who they are, where they come from, and what they stand for. Through NIL, athletes can share their journeys, struggles, triumphs, and aspirations with the world.

When an athlete’s story resonates, it inspires others. Think of Jackie Robinson, whose legacy extended far beyond baseball as he broke racial barriers and became a symbol of courage and change. Or Serena Williams, who has used her platform to advocate for gender equality and racial justice. While these legends predate NIL rights, their ability to tell their story—to be more than their sport—is the essence of what NIL should empower today’s athletes to do.

The Importance of Purpose Beyond Sports

For athletes to maximize their NIL potential in a meaningful way, they must first understand their purpose beyond sports. Sports are fleeting; careers can end in an instant due to injury, competition, or retirement. Purpose, however, is enduring. It’s what drives an individual to make a lasting impact.

Discovering this purpose requires introspection. What passions drive you outside of your sport? What causes do you care about? What values do you want to champion? When athletes answer these questions, they can use their NIL rights as a vehicle to fulfill their purpose, rather than a mere revenue stream.

For example, if an athlete is passionate about education, they could partner with organizations promoting literacy or sponsor scholarships. If mental health advocacy is important to them, they might work with charities raising awareness about the issue. By aligning NIL deals with their core values, athletes not only build their brand but also contribute positively to society.

Creating a Legacy Through NIL

Building a legacy isn’t just about accumulating wealth; it’s about making an impact that endures long after the final whistle blows. NIL provides a powerful platform to do just that. Consider athletes like Steph Curry, who, through his Under Armour partnership, launched a line of basketball shoes aimed at empowering young athletes. Or Naomi Osaka, who uses her partnerships to amplify social justice issues. These athletes remind us that NIL can be a tool for change, not just a cash grab.

For today’s college athletes, the opportunity to write their legacy has arrived earlier than ever. With NIL rights, they can shape their personal brand, connect with their communities, and make a lasting impact. But to do so, they must approach NIL with purpose and intentionality.

Final Thoughts

NIL rights represent a turning point in sports, offering athletes unprecedented control over their personal brand. But this new era should not be reduced to a race for the biggest paycheck. At its heart, NIL is about empowerment—giving athletes the ability to share their stories, define their legacy, and create meaningful change.

Athletes who embrace this perspective will find that NIL is not just a financial opportunity but a platform to fulfill their greater purpose. Money may fade, but the impact of a well-lived purpose is timeless.