How Does NIL Work for College Football Players in 2025
The NIL era changed college football forever. Since 2021, athletes have been allowed to profit from their name, image, and likeness—but here’s the truth:
Most college players still wonder how does NIL work.
If you’re an athlete (or a parent) trying to figure out what deals are legit, how to get started, or if you’re even eligible, you’re in the right place. We’re breaking down how NIL really works in 2025: what it is, how to get paid, and what mistakes to avoid.
What is NIL, Really?
NIL stands for Name, Image, and Likeness. It’s your personal brand: your face, your name, your social media, your jersey number, your highlights—anything that identifies you.
In 2021, the NCAA finally allowed college athletes to make money off their NIL. This means you can legally get paid for promoting a product, signing autographs, making a YouTube video, or licensing your image for a video game.
But NIL is not a salary. It’s not a scholarship. It’s not money from your school.
It’s business—and that means you need to treat it like one.
How Players Are Really Getting NIL Deals in 2025
Here’s how most NIL deals happen today:
1. Marketplaces
Think of these like job boards for athletes. You make a profile and brands can offer deals. Common platforms:
Some schools have official partnerships with these platforms, but you can use them directly, too. The marketplaces feel like a positive innovation in the NIL space that most aligns with the original ideology of what it meant for a player to have full control over their image.
Choose a marketplace if you want to get to money the fastest and without excessive friction. Anticipate some fees and consider what it would look like to form an LLC for these marketplaces to pay out to.
2. Collectives
These are groups of boosters or business leaders who organize NIL deals for athletes. They’re not run by the school—but they often work closely with it. Collectives might pay you to promote local businesses, do charity appearances, or rep a brand.
There are two types:
- School-supported collectives (more regulated)
- Independent or donor-led collectives (more flexible)
Collectives will work in favor of larger, more popular players, but can be useful to less prominent players within prestigious programs. Take a deeper look at some of the top athletic booster donations to gauge top programs. Top programs will often have collectives somewhere in the mix.
3. Direct Outreach (DMs, Agents, and Word of Mouth)
Plenty of deals happen from:
- A brand reaching out to you on Instagram
- A local business offering to sponsor you
- An agent or rep trying to set you up
That last one is tricky. If someone says they can “get you a deal,” ask:
- Are they registered or certified?
- What’s their cut?
- Do they want exclusive rights to your NIL?
How Much Money Are Athletes Really Making?
Not everyone is making big money. According to On3 and Opendorse data:
- Only a small percentage of players (usually QBs, stars) make over $100K
- The average D1 athlete earns under $3,000/year
- Walk-ons and backups may earn $500–$1,500 total per year
But don’t get discouraged. The real key is building a brand and treating NIL as a long game, not a quick bag.
Watch Out: Taxes, Scams, and Long-Term Mistakes
If you’re getting paid, the IRS wants to know.
NIL money is taxable income.
Common mistakes athletes make:
- Not setting aside money for taxes (you could owe thousands)
- Signing shady contracts that take a % of all their future NIL
- Getting stuck with bad agents or advisors
Always read the fine print. If it sounds too good to be true, it probably is.
How to Start Smart With NIL (and Build Something Real)
Even if you’re not a superstar, you can still make NIL work. Here’s how:
- Claim your name on all platforms (Twitter, TikTok, YouTube)
- Post content consistently—even just training clips or vlogs
- Use NIL marketplaces to explore offers
- Network with other athletes and reps in your circle
NIL is Just the Beginning
Most players won’t go pro, but that doesn’t mean you can’t build wealth and a name from football. NIL is a tool—but it only works if you use it smart.
At Sports Monetize, we break down the money behind the game. No fluff. Just real insight for athletes, families, and future football professionals.
