In today’s college sports landscape, money plays a pivotal role in determining success. The introduction of Name, Image, and Likeness (N.I.L.) deals has fundamentally changed how athletes, coaches, and universities operate. This shift has created a market where financial resources, rather than purely athletic talent, increasingly dictate who rises to the top.
In 2024, leading college football programs can allocate up to $10.5 million for their starting offense and defense, with quarterbacks receiving the lion’s share. In the Power Four conferences—SEC, Big Ten, ACC, and Big 12—quarterbacks average over $1 million annually through N.I.L. deals. At the high end, stars like Texas Longhorns’ Quinn Ewers and his backup, Arch Manning, command N.I.L. deals worth $1.7 million and $3.1 million, respectively.
The impact of these earnings extends beyond individual athletes. Boosters, now operating as “collectives,” channel substantial amounts of money into athletic programs, making it possible for schools to assemble powerhouse teams by essentially bidding for top talent. The result is a market that closely resembles a professional sports league, where the highest bidders secure the best players. Former Alabama coach Nick Saban highlighted this shift, noting, “It’s whoever wants to pay the most money to buy the most players that has the best opportunity to win.”
Tools like the Black Book, provided by Opendorse, have become essential in this new era. The Black Book serves as a comprehensive guide to expected earnings for athletes, breaking down compensation by position and conference. Universities and their collectives rely on this data to navigate the complex N.I.L. landscape and make informed decisions about how to allocate their resources.
The financial stakes in college sports are particularly high in the SEC, where top players at every position except tight ends and specialists earn more than their counterparts in other Power Four conferences. A running back in the SEC, for instance, can expect to earn around $500,000 annually—almost as much as a quarterback in the Big 12. This financial disparity underscores the widening gap between conferences and the growing importance of N.I.L. deals in shaping the future of college sports.
The N.I.L. era is also changing the trajectory of athletes’ careers. With lucrative deals on the table, many players are opting to stay in college longer rather than jumping to professional leagues prematurely. This trend is creating more experienced teams and altering the dynamics of college competitions.
While football and men’s basketball dominate the N.I.L. market, women’s sports are also benefiting. Athletes like Caitlin Clark in basketball and Olivia Dunne in gymnastics are securing multi-million-dollar deals, highlighting the expanding opportunities for female athletes in the collegiate sports arena.
This new financial landscape in college sports is not just about big money for top stars. Athletes across various sports and skill levels are finding ways to monetize their talents, creating a more diverse and inclusive market. As the N.I.L. era continues to evolve, the emphasis on financial power will likely deepen, further blurring the lines between collegiate and professional sports.