Name, Image
& Likeness
(NIL)
Your talent is valuable — and so is your brand. This guide will help athletes and parents understand the essentials of Name, Image, and Likeness (NIL) opportunities, rules, and best practices. Whether you’re in high school planning for recruitment or already competing at the college level, knowing the NIL landscape is key to protecting your eligibility and maximizing your opportunities.
What is
NIL?
NIL stands for Name, Image, and Likeness — the rights you have to control and profit from your personal brand. This includes your name (full, nickname, or stage name), your image (photos, videos, likeness in graphics), and your likeness (anything that represents you as an athlete).
Why It
Matters?
- Financial Opportunity: Earn from endorsements, social media, personal appearances, or autograph signings.
- Brand Building: Develop your personal identity beyond sports.
- Recruiting impact: Demonstrates marketability to college programs.
Know the
Rules
- High School Athletes: State athletic associations have different NIL rules — some allow deals, others don’t.
- College Athletes: NIL activities are permitted, but must comply with NCAA regulations, school/state policies, and tax laws.
- No Pay-to-Play: You cannot be paid to play for a school — deals must be tied to legitimate NIL activities.
Tips for Athletes &
Parents
- Stay Compliant: Work with your school’s compliance office before signing anything.
- Document Everything: Keep records of all agreements, payments, and activities.
- Protect Your Brand: Be mindful of your online presence; your social media is your storefront.
- Get Professional Guidance: Consider consulting with a sports marketing professional or NIL attorney.
For the most up-to-date rules and guidance, visit the official NCAA NIL resources page: NCAA NIL Resources
Brand Architect. Deal Closer. Culture Builder.
Tori Millender is a nationally recognized brand strategist and former D1 athlete with a decade of experience helping individuals and organizations craft stories that move culture. He has led marketing initiatives and partnerships with some of the world’s most influential companies like
PNC BANK
McDonald's
Teremana
TOYOTA
Chase Bank
NIL Deal Through School-Affiliated Collective
1. What is the reputation of the NIL collective?
Ask about public perception, athlete testimonials, previous media coverage, and how long they’ve been operating. Look for transparency and consistency in payouts and support.
2. How much money is being offered?
This varies by school, athlete marketability, and sport. Deals can range from a few thousand dollars to six figures.
3. How is that number determined, and what factors are involved in that?
Typically based on athlete’s social media presence, playing time, position, local popularity, and potential brand value.
4. Who oversees structuring or managing the agreement/deal?
Usually a collective director or a legal/compliance officer. Some use NIL consultants or law firms to draft deals.
5. What payment are you receiving (Cash, Merch, Crypto, etc.)?
Clarify if it’s direct deposit (cash), gift cards, merchandise, equity, crypto, or a combination.
6. What is the frequency of the disbursements?
Monthly is most common, but some pay quarterly or by milestone (e.g., appearances completed).
7. How do I get started?
Simply download the app or visit our website, create a profile, complete your compatibility assessment, and start discovering programs that fit your goals and identity.
8. What does the NIL deal consist of in total (Housing, Vehicle, food, etc)?
It could include cash + perks (e.g., housing, car leases, food stipends). Confirm what’s covered and if it’s taxable.
9. Are there incentives based on performance?
Some NILs include bonuses for performance, media appearances, or social media growth. NCAA rules caution against pay-for-play.
10. What are the obligations under the agreement?
Common tasks: Social media posts, event appearances, promoting brands, community service. Read the deliverables carefully.
11. What are the limitations of the agreement?
You may be restricted from endorsing competing brands or engaging in other NIL deals during the contract term.
12. Are there termination clauses?
Yes—look for clauses about breach of terms, transferring schools, getting injured, or violating team/school policies.
13. How often are reviews done with the current deal?
Some contracts allow quarterly or annual reviews to adjust terms based on performance or exposure.
14. Is the NIL contract sent over before or after signing day?
Most reputable collectives wait until after signing day to avoid pay-for-play violations, but discussions may occur earlier.
15. When is the contract due?
Often within a few days or weeks of offering; deadlines vary and may be negotiable.
16. What other NIL opportunities or local partnerships are available for athletes at the school?
Ask about brand deals, alumni-run businesses, and any school-facilitated opportunities via platforms like Opendorse, INFLCR, etc.
17. What types of NIL deals are not permitted?
Deals that suggest pay-for-play, include adult content, gambling, tobacco, or that conflict with school sponsors.
18. Does the school provide workshops or educational sessions about NIL?
Most D1 schools do. Look for financial literacy, tax prep, branding, and legal compliance workshops.
NIL Deal Through 3rd Party Company
1. What is the reputation of the company proposing the deal?
Research the company online. Look for athlete reviews, social media, BBB complaints, or mentions in sports media.
2. Who are some athletes that they’ve already worked with?
A credible company will provide examples/testimonials from other athletes, preferably at your level of competition.
3. How will the brand/company use your name?
Clarify if your name/image is used on merchandise, in ads, social posts, or public appearances. Ensure it’s respectful and legal.
4. Who oversees marketing/exposure within the agreement/deal?
Ask for contact info of the brand manager or marketer. Understand who schedules deliverables and promotions.
5. How much money is being offered?
Can range widely—clarify gross vs. net payments, and whether expenses are covered separately.
6. How is that number determined, and what factors are involved in that?
Often based on your following, location, market reach, brand fit, and engagement metrics.
7. What payment are you receiving (Cash, Merch, Crypto, etc.)?
Confirm the form and value of all compensation (gift cards, equity, crypto, products, travel, etc.).
8. What is the frequency of the disbursements?
Monthly, one-time, or by milestone. Get the disbursement schedule in writing.
9. When would the first disbursement happen?
After contract signing or first task completion, depending on terms.
10. What does the NIL deal consist of in total?
Clarify full compensation package, expectations, bonus structures, and benefits.
11. Are there incentives based on performance?
Many include bonuses tied to engagement, sales, or media appearances.
12. How will they measure growth within the partnership/agreement?
Metrics may include follower growth, reach, impressions, conversion rate (for product codes), etc.
13. Does the deal comply with the school & NCAA NIL policy?
You are responsible for checking this. Some schools require prior approval.
14. Do I need to have compliance review the deal?
Yes, always have your school compliance office review it before signing.
15. What are the obligations under the agreement?
Be specific—number of posts, video appearances, product reviews, etc.
16. What are the limitations of the agreement?
You may be blocked from working with competitors, or posting certain content.
17. Are there termination clauses?
There should be. Look for “for cause” (e.g., missed deliverables) and “without cause” (e.g., mutual termination).
18. How often are reviews done with the current deal?
Some include quarterly reviews to adjust terms. Others are one-time contracts.
19. Is the NIL contract sent over before or after signing day?
Third parties may send offers before signing day, but signing before commitment can raise compliance concerns.
20. When is the contract due?
Ask if there’s a deadline to sign. Don’t rush—have a lawyer or advisor review it.
Guide for What does NIL helpful for
What is the NCAA Contact Period?
A Contact Period is part of the NCAA’s official recruiting calendar—a time when coaches are permitted to have in-person, off-campus recruiting contacts and evaluations with prospective student-athletes. During this window, coaches can:
Visit athletes at their high schools or homes
Attend competitions in person
Hold unofficial or official visits on campus (where allowed)
Conduct conversations in person outside of the campus environment
It’s the most open recruiting time, especially compared to Dead Periods (no in-person contact) or Quiet Periods (in-person only on campus).
Contact Period Dates for 2025-26 (Division I)
Here are selected sports with confirmed Contact Periods for 2025‑26. Remember, each sport has its own schedule:
1. Baseball (Division I)
August 1–17, 2025:
Contact Period
September 12–October 12, 2025:
Contact Period
2. Men’s Basketball (Division I)
August 22 – December 13, 2025:
Contact Period (excluding specific Dead Period dates like November 10–13 and November 22)
December 27, 2025 – July 31, 2026:
Contact Period resumes, with spring/summer Dead Periods around March and June.
3. Women’s Basketball (Division I)
October 1, 2025 – February 28, 2026:
Contact Period for seniors and two-year college PSAs (Prospective Student-Athletes), with evaluations for others at scholastic activities only.
4. Men’s Lacrosse
August 1–5, 2025:
Contact Period
September 1 – October 31, 2025 and November 1–10, 2025:
Contact Periods
5. Women’s Lacrosse
September 3 – November 9, 2025:
Contact Period (with certain exceptions like evaluation and dead zones)
December 2–20, 2025, January 2 – May 21, 2026, May 25 – June 11, 2026:
Contact Periods—with limited evaluation-only or shutdown windows in between.
6. Women’s Volleyball
September 1 – November 30, 2025:
Contact Period (excluding brief Dead Periods in early November)
January 17 – July 31, 2026:
Contact Period, apart from quiet or dead windows in March–May .
7. Men’s Golf
August 1 – November 26, 2025:
Contact Period
January 2 – July 31, 2026:
Contact Period
8. Softball
August 1–10, 2025:
Contact Period
Why it matters for “Inside The Jersey”
Knowing exactly when Contact Periods open and close for each sport allows you to plan your platform’s notifications, content releases, and athlete-coach engagement tools more effectively. For instance:
Trigger Alerts:
Notify athletes when their sport’s Contact Period is approaching.
Enable Tools:
Activate features like coach messaging, campus visit booking, or video submissions during active periods.
Content Push:
Deliver targeted guides or tips connected to recruiting windows (e.g., “How to Prepare for Contacts in Men’s Lacrosse—Starting Jan 6!”).
The Reality of NIL Earnings: A Broad Picture
1. Overall Average NIL Earnings
- A 2024 report indicated the average total NIL earnings per Division I athlete was around $21,331 per year, though many athletes earn significantly less.
- Another source aligns closely: through 2024, the average reported NIL compensation was about $23,496, yet more than half of all athletes earned under $1,000.
- One NCAA data dashboard summary reported: average deal value was $2,618, with a median deal value of just $72. The average total earnings was $23,110, but the median total earnings came in at only $590, highlighting a steep disparity.
2. Distribution of Deals
- Over 54% of NIL agreements are valued between $0–$100, and when considering deals up to $5,000, that accounts for about 91.5% of total deals.
- For many athletes, NIL means modest deals tied to social media posts, small sponsorships, or autograph appearances—not headline-making endorsements.
3. Big Outliers Skew Averages
- Top-tier athletes dramatically raise the average. According to Opendorse’s data (top 25 earners per sport):
- Men’s Basketball: ~$349,492/year Football: ~$294,134/year Women’s Basketball: ~$88,975/year
- Baseball: ~$47,710/year
- Softball: ~$8,545/year
- Women’s Volleyball: ~$5,868/year.
- Power 5 (P4) athletes across sports average around $43,000/year, which is over 10 times more than athletes in mid-major (G5) or lower divisions.
- In Men’s Basketball, P4 athletes averaged ~$171,272, compared to just $15.8K for G5 and $21.2K for non-football players.
4. Transfer Portal Athletes: Trends & Implications
- While there isn’t specific public data on transfer portal athletes’ NIL earnings, patterns suggest:
- Athletes who enter the portal—especially high-profile ones—tend to unlock higher NIL earnings, as they often attract brand, collective, or school-driven offers during recruitment.
- Represented or transfer athletes earn significantly more per NIL deal—those with representation earn up to 3.4× more annually, and transfers up to 1.4× more.
NIL Earning Overview
Athlete Category
Approximate Average NIL Earnings
Overall Division I Athlete (Avg)
~$21K–$23K/year
Division I Athlete (Median)
<$1,000/year (~$590)
Most Deals (Avg Deal Value)
~$2–2.6K; Median deal ~$72
Top 25 per Sport (High-End Athletes)
Up to ~$350K (Men’s Basketball)
Power 5 Athletes (All Sports Avg)
~$43K/year
Typical Transfer/Recruited Athlete with Representation
Possibly 1.4× to 3.4× higher per deal or per year
What This Means for Transfer Portal Athlete
- Most student-athletes entering the portal are not earning large sums—average NIL outcomes remain modest for the majority.
- However, highly visible or represented athletes entering the portal can see significant NIL growth, especially through opportunities facilitated by collectives and marketing deals.
- These athletes often capitalize on their visibility to secure NIL that far exceeds average levels—even rivaling professional earnings in rare cases.
In Summary
- Typical student-athlete, portal or not, earns in the $20K–$23K average range, with a median under $1K.
- Top or represented athletes—especially those leveraging the portal—can see NIL earnings of $100K to $300K+ per year, depending on sport and notoriety.
- Most portal athletes fall somewhere in between, with their earnings highly dependent on exposure, marketing ability, and institutional support.