Common Misconceptions about Name, Image, Likeness (NIL) Deals

Let's debunk them together

It’s almost 2026, which means we are coming up on 5 years of NIL next summer, and yet, so many people still don’t understand it.

One of my instructors with Sports Management Worldwide said that we are no longer in the “wild, wild west” of NIL, instead, we are just in the “wild west.” Simply, that means we still don’t 100% know what we’re talking about, but we’re getting there.

I find NIL to be fascinating. I was in graduate school when NIL started, at a DI school with a decent football team but storied basketball and lacrosse programs. I got to see first-hand how schools and athletes were dealing with NIL, and it was interesting, albeit slightly confusing. Now, several years removed from its start, I wanted to debunk some common misconceptions surrounding NIL.

NIL deals end with an athlete goes pro
I want you to really think about this one. Why would a brand spend so much time (and money!) investing in an athlete only to work with them for 1-4 years and then drop them when they become a professional in their sport? That opens up a whole new audience, and allows the brand to grow with the athlete. Continued partnership = more money for everyone.

Only “star” athletes can get NIL deals
It’s true, high profile athletes can and do land some pretty big deals, but any athlete can benefit from NIL. The things they look for include having a strong social media presence, appeal, and if they fit into their demographic/target audience. The best types of deals focus on things the athlete already uses in their day-to-day, like skincare, energy drinks, shoes, even budgeting apps. As an athlete grows and gets more comfortable with themselves and marketing, then they will likely get bigger deals down the line.

NIL deals are guaranteed or automatic
No, NIL deals are not guaranteed for every athlete who steps on campus. Athletes must start their own personal branding and actively pursue opportunities. Ultimately, it’s a lot to juggle: their sport, academics, NIL deals, and just figuring out life. It’s not something you are required to participate in, but you get out of it what you put into it.

NIL has no rules
I’m not sure if this is a common misconception or if people aren’t really paying attention, because there are rules to follow when working on NIL deals, and they’re still evolving. That’s why we’re just in the “wild west” as opposed to the “wild, wild west”–the rules are becoming more concrete day by day. They have to follow state rules, NCAA guidelines, conference rules, and even institution policies. It ‘s enough to make your head spin!

Athletes don’t need agents or lawyers
NIL contracts are often long and complicated, and include jargon that can be hard for anyone to understand. Athletes should work with a professional to provide them guidance, and to protect them from exploitation or signing things they have no business signing.

NIL hurts team chemistry
While tensions can be high when money is involved, especially if someone is making a lot more than their teammates, it’s proven to be a smaller issue than initially thought. Teams are able to manage these problems through transparency and education, and most athletes feel empowered by NIL and the opportunities that come with it.

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The bottom line is that we are still figuring NIL out, and lots of changes will happen as it grows. It can be a sticky area that feels like uncharted waters, but if you take the time to educate yourself (and athletes!) then it will get easier.