The days of the broke college athlete are over. And not just because they finally get free Chick-fil-A at the student union. We are witnessing one of the biggest shifts in marketing and media culture in real time. Collegiate athletes are no longer just players. They are media brands, they are entrepreneurs. They are content creators. And in many ways, they are writing the next chapter of what digital influence truly looks like.

Whether you are a brand looking to work with the next star quarterback or a parent of a 17-year-old gymnast with a viral YouTube channel, understanding this space is not optional. It is essential. The influencer economy is not coming to sports. It is already here, and it is growing faster than ever.

Let’s unpack what is happening, why it matters, and where the real opportunities lie.

The Name, Image, and Likeness Revolution

In July 2021, the NCAA changed the game in every sense. They suspended their rules prohibiting athletes from profiting from their name, image, and likeness. What followed was not just a flurry of new partnerships. It was the beginning of a billion-dollar shift in the way we think about college athletics and marketing.

The NIL economy is expected to reach $1.67 billion dollars by the end of twenty twenty five. In twenty twenty one, the industry saw just over six hundred million in its first full year. That is not just growth. That is a marketing evolution.

Why is it working so well? These athletes are not just skilled. They are influential. They have loyal communities, real-time engagement, and most importantly, credibility. They are showing up online in a way that makes audiences listen. And brands have taken notice.

Let’s Talk Numbers: Who’s Winning and What They’re Earning

To put this into perspective, here are some of the top NIL valuations as of Q2 2025:

• Arch Manning (University of Texas, Football): $6.6 million NIL valuation
• Livvy Dunne (LSU, Gymnastics): $4.1 million valuation, over 13 million followers across platforms
• Shedeur Sanders (Colorado, Football): $4.6 million, also producing branded content weekly. reminds us that the order in which you are drafted does not define your worth.
• Cooper Flagg (Duke, Basketball): $4.8 million valuation, committed to both Gatorade and New Balance, as of May 21, 2025, he is widely projected to be the first overall pick in the 2025 NBA Draft, with the Dallas Mavericks holding the top selection. Cooper Flagg is 18!
• JuJu Watkins (USC, Basketball): 20 NIL deals before her freshman season ended
• Flau’jae Johnson (LSU, Basketball + Music): Over 40 NIL deals, including JBL, Powerade, and Taco Bell
• Caitlin Clark (Iowa, Basketball): Built a powerhouse brand during her college career, leading to a $28 million Nike deal with a signature shoe and partnerships with State Farm, Gatorade, and Panini America.
• Angel Reese (LSU, Basketball): Became a media sensation and secured 17+ NIL deals with Reebok, Mercedes-Benz, and Amazon during her time at LSU, earning an estimated $1.8 million before entering the WNBA.

These are not just endorsement checks. They’re building out full-fledged brand partnerships. Athletes are launching merch, signing equity deals, and even investing in startups.

These athletes are not simply adapting to a new opportunity. They are shaping it. Their journeys reveal how student athletes are leading the way in marketing, monetization, and long-term brand building in today’s evolving landscape.

What Platforms Are Driving These Deals

More than 80 percent of current NIL income is derived from content marketing: influencer campaigns, Instagram collaborations, TikTok videos, YouTube vlogs, and affiliate promotions. The athletes who are winning are not just the most athletic, they’re the most strategic.

Average Instagram engagement for top female athletes ranges from 5.8 to 9.3 percent, double that of traditional macro-influencers.

Top platforms used for NIL monetization:

• Instagram: Most brand deals per athlete
• TikTok: Most viral reach and high Gen Z engagement
• YouTube: Long-form monetization and storytelling
• Threads and X (formerly Twitter): Updates and community
• Personal websites and newsletters (often through Flodesk or Beehiiv) are being leveraged for recurring partnerships and affiliate placements

What Brands Are Getting It Right

The industry has seen a mix of legacy sponsors and new-age disruptors stepping into the NIL space.

Some of the most active brands in the NIL marketplace include:

• Nike, Adidas, Reebok (apparel partnerships with top-performing male and female athletes)
• Gatorade, Powerade (targeting endurance sports and performance athletes)
• JBL, Crocs, Grubhub, Celsius, SHEIN, American Eagle (focused on youth culture and relatability)
• EA Sports (return of College Football 25 featuring real athlete avatars and likenesses)
• McDonald’s & Taco Bell (quick-service restaurants aligning with high-reach athletes)
• Amazon Fashion & Prime Student (partnering with female basketball players for back-to-school and lifestyle content)
• SheaMoisture (highlighting Black female excellence in sports)

There is a huge push for authentic storytelling and product alignment. Brands are less interested in cookie-cutter “athlete X with protein powder” and more invested in a day-in-the-life series, beauty tutorials from athletes, style hauls, or conversations around mental health.

Let’s Not Forget the Minors

Outside of NCAA boundaries, minors under 18 are also stepping into major partnerships. Influencer marketing laws are still playing catch-up, but here’s what we know:

• Illinois passed a law in 2023 requiring that earnings from content featuring minors under 16 be set aside in trust accounts.
• Georgia and California are drafting legislation mandating that 15 to 25 percent of earnings be placed in protected Coogan accounts.
• Most states require all contracts to be co-signed by a parent or legal guardian and recommend professional oversight.

This shift is not just legal. It’s cultural. Minors are partnering with major brands through Instagram, TikTok, and even Twitch. The average 13 to 17-year-old athlete influencer now earns between $15,000 and $75,000 annually, depending on sport, content strategy, and platform presence.

Why This Isn’t Just a Trend, It’s a Turning Point

This isn’t a blip on the sports marketing radar. This is a new ecosystem that merges athletics, social influence, and digital entrepreneurship.

Here’s why this matters:

• It diversifies influence: Not all top earners are football players. Women’s basketball, gymnastics, and track athletes are dominating NIL leaderboards.
• It keeps athletes in school: Many are choosing to stay an extra year to build their brand, education, and business foundation before going pro.
• It’s creating future CEOs: These students are learning content strategy, brand development, legal negotiation, and community engagement at 19.

In short: They’re not just showing up for practice. They’re building platforms.

Final Thoughts

If you’re a brand? Pay attention.

If you’re an athlete? Invest in your content.

If you’re a parent or a coach? Start understanding the industry that is now part of the sport.

This shift in sports marketing is not coming, it’s here. And those who understand how to operate in this space now will be the ones leading it in the next five years.

I will continue to dive into how NIL intersects with digital media, branding, and long-term marketing strategy.

I truly love and am passionate about this industry. We do not just post content. We build platforms that convert, connect, and create lasting influence. Our work lays the foundation for long-term impact in both the sports world and everyday influence. You do not have to be a content creator to be influential. Influence is built by those who show up with purpose and passion. Some would even say, for the love of the game 😉

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Some Other Blog Posts You May Find Helpful: Founder’s Favorites, Comparing Monetization Platforms: LikeToKnowit, Collective Voice, Mavely, Shop My, Amazon Influencer Program, & More, Should I Boost My Posts? Is It Worth It?, The Power of Brand Stories: Why We Love Our Favorite Products

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