The college sports Name, Image, and Likeness (NIL) market has experienced significant growth since its inception. In the first year, college athletes collectively made an estimated $917 million from NIL payments, with the most lucrative deals going to football and men’s basketball stars. The market is projected to reach $1.14 billion in the near future.
In the first year of NIL, about 17% of student-athletes at Division I institutions participated in NIL activities. NCAA Division I athletes reportedly earned an average of $3,711 in the first year of NIL. According to the NCAA, 58% of Division I student-athletes receive some athletic.