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Dr. Wendy Ellis Jones is here to provide guidance, education, and trusted support at every stage of your NIL journey. If you’re ready to move forward with clarity and confidence, now is the time to connect.
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Top NIL Questions & Answers for Parents and Student-Athletes
NIL stands for Name, Image, and Likeness. In the current landscape, it means college and high school student-athletes can legally profit from their personal brand, including by signing sponsorships, appearing in ads, conducting camps, selling merchandise, or monetizing social media opportunities previously prohibited by the NCAA.
Beginning in the 2025–26 academic year, NCAA Division I schools can now directly share up to $20.5 million of their athletic revenue annually with student-athletes as part of a formal “revenue share”—this is in addition to, not a replacement for, third-party NIL deals with brands and collectives.
Division I schools can now directly share revenue with student-athletes—up to $20.5 million per year per school in 2025–26, capped at 22% of the average Power 5 athletic revenue
The House Settlement, reached in 2024, is a class-action agreement that sparked the NCAA’s move to revenue sharing with athletes for the first time. It mandates that schools share a portion of media and commercial revenue with their athletes, making direct payments possible starting in 2025–26. This marks a historic shift toward athlete compensation in college sports.
Top Division I schools may distribute up to $20.5 million per year in revenue sharing among their athletes, with football and men’s basketball expected to see the highest individual payouts. Additionally, NIL deals from sponsors and collectives can push annual earnings for high-profile athletes to $300,000 or more, though most athletes will earn less on average.
Yes, in many states, high school athletes can now participate in NIL deals—although the rules vary by state and school district. Parents and students must carefully check state laws and high school athletic association guidelines before pursuing deals.
Risks include predatory contracts, loss of NCAA eligibility due to compliance violations, scams, brand/reputation damage, and tax burdens. It’s crucial to review every deal with experts or trusted advisors, and to ensure all activities align with both school and NCAA rules.
Collectives are groups organized (usually by alumni or boosters) to pool resources and secure NIL deals for athletes at a specific school. While they can offer significant opportunities, athletes must ensure contracts are transparent, legal, and don’t risk eligibility or academic focus.
NIL income does not count as salary from the school and typically does not affect an athlete’s scholarship status. However, large NIL earnings may impact financial aid calculations, tax obligations, and certain eligibility for need-based aid.
Have every contract reviewed by a legal or financial professional familiar with NIL.
Prioritize financial literacy budgeting, saving, and tax planning.
Set clear boundaries about what brands or products align with your family’s values and academic/athletic goals.
Make sure to keep copies of all deals and report them as required by your school or athletic association.
Revenue sharing cap signals the start of guaranteed, school-funded compensation for student-athletes—significantly raising their earning power and adding stability to the rapidly growing NIL market. Families and athletes can expect greater transparency, more negotiating leverage, and a new era of competitive athlete compensation and recruitment.
The NIL Doctor provides expert advice, education, and advocacy including workshops, coaching, resources, and contract review designed to help families and athletes get the most from NIL while avoiding pitfalls, scams, and eligibility issues.