The NIL Crossroads: Why College Athletes Must Protect Their Name, Image, and Likeness Now
We are living through a historic turning point in the business of college sports—one that could define the future of athlete empowerment for decades to come. With the rapid rise of NIL (Name, Image, and Likeness) rights, student-athletes are finally getting the chance to monetize their personal brands. But we are still in the early stages of this revolution, and the norms, rules, and power dynamics are still being shaped in real time.
Now more than ever, college athletes must stand their ground.
While NIL rights may look like a sudden windfall—life-changing checks, brand deals, social media sponsorships—the truth is, what’s really at stake is far more significant: long-term ownership and control over your identity. Your name. Your face. Your story. Your public image. These are not commodities to be auctioned off to the highest bidder. They are intellectual property—and they are the foundation of your future legacy.
Unfortunately, many universities are already attempting to tip the scales. Some are adopting “take it or leave it” NIL arrangements that consolidate power back into the hands of institutions, leaving student-athletes with little room to negotiate, question, or protect themselves. In these scenarios, schools may push boilerplate contracts that sound appealing but often fail to prioritize the athlete’s long-term rights and career potential.
The recent controversy surrounding Florida State University has brought this issue into the national spotlight. Several FSU athletes and advocates have criticized the school’s NIL structure, alleging opaque practices, broken promises, and an imbalance in how benefits are distributed. While FSU is not the only institution facing scrutiny, the story underscores a broader risk: as NIL becomes more institutionalized, schools may prioritize protecting their own interests over fairly empowering the athletes driving the value of college sports.
This is a dangerous precedent.
At Spotlight Advisory Group, we believe student-athletes must begin viewing themselves not just as players. From the moment they step onto the field or court, these young adults are beginning to build their legacies in the public eye. That means taking NIL negotiations seriously, refusing to sign away long-term rights for short-term gains, and demanding good-faith partnerships with the schools they represent.
Let’s be clear: this isn’t about rejecting a payday. It’s about redefining the balance of power and ensuring that deals reflect the true value athletes bring to the table. As we discussed in “Legacy Assets: Why Purpose-Driven Ownership Matters”, ownership is the cornerstone of long-term impact and freedom. For college athletes, that starts with controlling how their name, image, and likeness are used—on and off the field.
There is also a cultural and generational dimension at play here. Many student-athletes come from communities where generational wealth and financial literacy have been historically inaccessible. Suddenly being offered more money than their families have seen in a lifetime can make it tempting to say yes to any deal, regardless of the terms. But this is exactly why education and strategic guidance are essential.
NIL is not just about social media endorsements—it’s about the intellectual property student-athletes generate by showing up and performing in public. This IP has value, not just today, but for years to come—if it’s structured and protected correctly.
What’s needed now is a collective mindset shift. Rather than being reactive, student-athletes need to be proactive. Rather than signing the first deal on the table, they need to ask:
Does this agreement allow me to retain ownership of my NIL?
Can the university use my image in perpetuity without compensation?
Are there restrictions that limit my ability to earn outside the team?
What happens to my rights if I transfer or go pro?
Athletes also need strong, independent advisors—not just school-appointed liaisons—who can help them navigate these contracts and negotiate on their behalf. This is not a time for blind trust. It’s a time to build a team around your purpose.
The NIL era is not a temporary phase—it’s a movement. And like any movement, what happens in these early years will set the tone for the future. We must be vigilant in ensuring this doesn’t turn into another system where institutions capitalize on talent while offering little in return.
To every college athlete reading this: you are the product. You are the brand. And you hold the power—if you’re willing to claim it, protect it, and build it on your own terms.
Don’t settle for a quick payday. Set the standard.
Want to learn how to protect your NIL rights and build long-term wealth as an athlete? Here are some other articles on the subject:
You can also contact Spotlight Advisory Group for a personalized NIL strategy that puts you in control.
