Name, image and likeness, or “NIL” as it’s called, refers to a student athlete’s ability to earn money from their personal brand. This can be getting paid to sign autographs, coach lessons/clinics, post on their social media, appear at a restaurant and more.

In July 2021, the NCAA and multiple states, made it allowable for the first time for college student athletes to monetize their NIL. The NAIA similarly passed legislation in October.

The overarching rule is that student athletes cannot be paid to attend a specific school or for their performance as an athlete. From there, state laws and institutional policies govern the types of brands they can work with, if/how they can use the institutions logos and other intellectual property and other rules.

The NCAA’s interim NCAA policy passed in June 2021, has three primary provisions:

• Individuals can engage in NIL activities that are consistent with the law of the state where the school is located. Colleges and universities are responsible for determining whether those activities are consistent with state law.
• College athletes who attend a school in a state without an NIL law can engage in this type of activity without violating NCAA rules related to name, image and likeness.
• Individuals can use a professional services provider for NIL activities.
• Student-athletes should report NIL activities consistent with state law or school and conference requirements to their school.

The NCAA has also issued clarifications to those rules.

Yes, NCAA student athletes can engage with agents, attorneys and financial advisors, but the scope must be limited to activities related to their NIL and cannot extend beyond the end of their eligibility or graduation.

Student athletes are monetizing their name, image and likeness with:

• Social media marketing
• Camps/clinics
• Appearances
• Autographs/memorabilia
• Group licensing
• Merchandise
• Affiliate/ambassador roles
• NFTs
• Blogging
• Podcasting
• Public Speaking
• Music, art, etc.
• Entrepreneurship

The NCAA does allow international student athletes to do NIL deals, but the terms of their student visas impose limitations. Visit our NIL for International Athletes guide.

A collective is an organization formed to benefit student athletes, usually at a specific institution. The models vary somewhat, but the basic premise of most is that an alum, or group of alums, band together to form a company whose goal is to provide NIL opportunities to student athletes of that institution. How they find or provide those opportunities is where the models really differ.

Check out our directory of NIL collectives.