10/15/2026
NIL: The Money Behind College Sports
Part 1 of 12 — Five Years Changed Everything
In 2021, college athletes were finally allowed to make money off their name, image, and likeness under NCAA rules. Not to toot my own horn, but I wrote a 10-page paper in my freshman HSS class detailing how and why all college athletes should receive a full scholarship. You’re welcome, everyone!
Five years later, the numbers are jaw dropping.
According to Opendorse, the estimated NIL market was $917 MILLION in its first year.
For the 2026-27 academic year? They're projecting $4.5 BILLION in total college athlete compensation.
That's nearly five times the original estimate.
Now, a lot has changed in how these athletes are being paid. Schools are sharing revenue directly with their athletes, endorsement deals are everywhere, and some college rosters have budgets that would've sounded ludicrous just a few years ago.
I've spent a lot of my life around professional sports, and I find this entire world fascinating. Sometimes I feel like I was born a decade too soon. The boys and I would have loved a simple hot chicken deal, but I digress.
Over the next few weeks, I'm going to share some interesting facts about NIL, where the money is going, how it differs between schools and sports, and what happens to these athletes financially when their playing careers are over.
Because while everyone wants to talk about the quarterbacks making millions, I think some of the more interesting stories are about the athletes making a whole lot less.
I think some of these numbers might surprise you.