How Has NIL Impacted College Athletes
Abstract
Since the NCAA’s Name, Image, and Likeness (NIL) policy shift in 2021, college football has undergone one of the most transformative changes in its history. This essay explores the various ways NIL has impacted college football athletes, both on and off the field. At its core, the policy has opened doors for athletes to gain financial independence, turning their personal brands into real-world assets. For many, this newly found earning potential has provided critical support for themselves and their families, while also teaching them business skills, financial literacy, and professional responsibility. Yet, NIL has also introduced a slight imbalance the college scene itself. The paper examines the that have emerged between high profile stars and lesser known players, as well as between athletes at major programs versus those at smaller schools. It also addresses the growing role of social media platforms like Instagram and TikTok, which have become key tools for athletes to increase their marketability but have also added pressure to perform both athletically and digitally. Additionally, the essay highlights how NIL opportunities are beginning to influence recruiting decisions, transfer choices, and even athlete retention, reshaping the competitive balance within college football. While NIL has not been without its challenges including regulatory inconsistencies and ethical concerns the overall picture painted in this essay suggests that the policy has empowered athletes in unprecedented ways. By tracing these developments, the work ultimately argues that NIL is not just a financial shift but a cultural and structural evolution in college football, one that is preparing athletes for life far beyond their playing days.
Year Manuscript Completed
Spring 2025
Senior Project Advisor
Professor Scott Douglas
Degree Awarded
Bachelor of Integrated Studies Degree
Field of Study
Commerce & Leadership
Document Type
Thesis
Recommended Citation
Sugick, Terion L., "How Has NIL Impacted College Athletes" (2025). Integrated Studies. 647.
https://digitalcommons.murraystate.edu/bis437/647