• Loading stock data...
Monday, July 14, 2025

NFTs Biggest Winners Among Athletes, Companies in NIL’s First Year

  • NFTs became one of the most popular vehicles in the first year of name, image, and likeness.
  • But the recent “crypto crash” has called into question their long-term value.
Jalen Suggs/OpenSea

NFTs became one of the most popular vehicles in the first year of name, image, and likeness.

Athletes and companies flocked to the industry. Brands poured more cash into NFTs and trading cards than any other segment of NIL activity, comprising more than 17% of the NIL market, according to data from Opendorse.

What makes them so popular? They’re lucrative, convenient for athletes with busy schedules, and can help athletes launch their brands, company founders told Front Office Sports. 

While compensation varies greatly, athletes can make a decent amount of cash without putting in much effort.

  • Stuart Bush, CEO and co-founder of the Legacy League, said athletes can make anywhere from as little as $300 to $500 to as much as $10,000 to $20,000. On his platform, athletes receive 75% of sales.
  • Keith Marshall, co-founder of and CEO of The Players’ Lounge, noted that when NFTs are sold on the blockchain, athletes can receive profits from secondary market sales, too.

Growing Controversy

The recent “crypto crash” has called into question their long-term value — and whether the NFT industry is a sound investment. 

From focusing on in-person events to selling NFTs with credit cards, company founders believe they’ve found ways around the crash.

Kuntal Shah, founding partner of Katana Capital, is optimistic that the market will rebound. “There’s a lot of stuff in the news that says, ‘NFTs are dead,’” he said. “NFTs are really only 2 years old.”

Editor’s note: For more on this story, click here.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Apr 4, 2025; Tampa, FL, USA; Connecticut Huskies guard KK Arnold (2)1 dribbles against UCLA Bruins forward Angela Dugalic (32) during the third quarter in a semifinal of the women's 2025 NCAA tournament at Amalie Arena.

‘Kind of a Joke’: Frustrations Mount As New NIL Deal Approval Process..

Delays have already led to athletes losing NIL opportunities.
Jul 9, 2025; Frisco, TX, USA; Head coaches Willie Fritz of Houston, Mike Gundy of Oklahoma State, Rich Rodriguez of West Virginia, Lance Leipold of Kansas, Sonny Dykes of TCU, Kyle Whittingham of Utah, Brent Brennan of Arizona and Deion Sanders of Colorado all sit on stage for a Coaches Roundtable during 2025 Big 12 Football Media Days at The Star.

Big 12 Commish: Conference Is ‘All In’ on International Expansion

The conference had once planned a large initiative in Mexico.
Paige Bueckers
exclusive

Women’s March Madness Expansion Wouldn’t Yield More ESPN Money

ESPN is not required to pay extra if women’s March Madness expands.
A helmt is seen during the Texas Tech football team's spring game, Saturday, April 19, 2025, at Jones AT&T Stadium.

CFB’s Revenue-Sharing Era Muddles Future of NIL, Adds PE Questions

Athletic departments can pay college athletes a combined $20.5 million this year.

Featured Today

May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Bobbleheads are seen at Vintage Indy Sports, Tuesday, April 29, 2025 in Speedway. The local sports memorabilia store opened recently.
July 12, 2025

Baseball’s Bobbleheads Are the Center of the Collectibles Universe

Baseball’s most important keepsake drives long lines—and big business.
Rimouski, QC - JUNE 1: Final Game of the 2025 Memorial Cup between the Medicine Hats Tigers and the London Knights on June 1, 2025, at the Colisée Financière Sun Life in Rimouski, Qc.
July 11, 2025

CHL Is Facing a ‘Pandora’s Box’ of Questions Amid NCAA Talent Departure

As players defect to college, the Canadian Hockey League won’t cede ground.
Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.
July 9, 2025

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.

Lane Kiffin: ‘Doesn’t Seem’ Like CFB Revenue-Sharing Cap Works Very Well

The outspoken Ole Miss football coach isn’t impressed with revenue-sharing guidelines.
July 14, 2025

SEC’s Greg Sankey: Conference Not Sold on Private Equity—for Now

SEC commissioner Greg Sankey said he’s taken PE meetings.
July 14, 2025

SEC’s Sankey Is ‘Fine’ With Big Ten’s Differing View on CFP Expansion

SEC commissioner Greg Sankey won’t commit to a 2026 CFP format.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
July 11, 2025

NCAA: March Madness Expansion to 76 Teams ‘Still Viable’ for 2026

Negotiations continue with media rights holder CBS and TNT Sports.
The Florida State Seminoles hosted the Florida Gators at Doak Campbell Stadium on Saturday, Nov. 30, 2024.
July 10, 2025

Athletic Departments Express Renewed Interest in PE in Wake of House Settlement

Schools now have more expenses—and are looking for creative solutions.
July 10, 2025

Deion Sanders Rips ‘Bulljunk’ in CFB, Calls for NFL-Style Salary Cap

Coach Prime is frustrated with the new revenue-sharing era.
Sebastian Rivera (R) tf. Danny Coles 6:47 (20-3). Rutgers University Wrestling vs Princeton in Piscataway, NJ on February 18, 2022.
July 9, 2025

The House Settlement Is Being Appealed. It Won’t Stop Revenue-Sharing—for Now

The settlement’s approval on June 6 triggered an appeals process.