Game Changer: How NIL is Empowering Student Athletes to Build Their Brand

by Jeff McCrum

The Name, Image, and Likeness (NIL) era has revolutionized college athletics, granting student-athletes unprecedented opportunities to monetize their personal brands. Since the NCAA lifted restrictions in 2021, athletes have been capitalizing on endorsements, social media influence, and entrepreneurial ventures. 

In 2025, Texas Longhorns quarterback Arch Manning exemplifies this shift. After the latest member of the legendary football family scored a significant NIL deal with energy drink giant Red Bull, Manning's NIL valuation soared to $6.6 million, making him the highest-valued college athlete in the United States. This partnership underscores how high-profile athletes can leverage their lineage and performance to attract lucrative endorsements. 

Similarly, Duke basketball phenom Cooper Flagg has utilized NIL opportunities to his advantage. Despite a recent ankle injury, Flagg's deals with brands like New Balance and Gatorade have contributed to his impressive $4.8 million NIL valuation. This financial security allows athletes like Flagg to consider extended college careers, focusing on development without immediate professional pressures. 

Even athletes in less-publicized sports are benefiting. LSU gymnast Olivia "Livvy" Dunne, for instance, has amassed substantial earnings through her social media presence and brand partnerships, highlighting that NIL opportunities extend beyond the major revenue sports. 

The NIL era has democratized earning potential, enabling student-athletes across various disciplines to harness their marketability. This paradigm shift not only empowers athletes financially but also encourages them to cultivate their personal brands, setting the stage for entrepreneurial endeavors that can extend well beyond their collegiate careers. 

As NIL continues to evolve, its impact on college athletics is profound, offering student-athletes the tools to shape their financial futures while still in school.