• Loading stock data...
Tuesday, March 18, 2025
Nominations Are Open for Front Office Sports Honors! Submit Now

One Year of NIL: Becoming a Billion-Dollar Industry

  • A year ago today, college sports changed forever — thousands of athletes have been able to benefit from NIL.
  • The industry could jump from $917 million to $1.14 billion in its second year, according to Opendorse data.
Kirby Lee-USA TODAY Sports

A year ago today, college sports changed forever — from women’s basketball players being paid to appear on a Times Square billboard to football players signing as co-founders of an endorsement marketplace. 

Since then, thousands of athletes have been able to benefit from the new name, image, and likeness era. And while there’s more work to do — from the complex legal landscape to gaps in education — the first year of NIL was, for a range of athletes, a major success. 

The first year of the NIL era reached a total of $917 million, according to data from Opendorse. Next year will get even bigger — the market could reach $1.14 billion.

Everything’s Better in the Power 5

In Year 2, total Division I compensation could average $3,195 per athlete. But top earners will generally continue to come from the FBS conferences.

  • Power 5 compensation could reach $607.4 million, data suggests — $16,074 per athlete.
  • Group of Five compensation could reach $148.6 million, or $5,572 per athlete.
  • Of the schools with the most robust NIL ecosystems, Opendorse found 35% of all compensation comes from donors — an unsurprising development given the rise of NIL collectives.

For top athletes who plan to go pro, NIL isn’t just a way to make money in college. “It’s an interesting way for brands to get involved early and build relationships the same way that agencies do,” WME’s head of NIL, Garrett Yaralian, told Front Office Sports.

Early Success in Women’s Sports 

By now, it shouldn’t be a surprise that women’s sports athletes have thrived in the NIL landscape. 

From UConn’s Paige Bueckers and South Carolina’s Aliyah Boston to UNT’s Sarah Fuller, UCLA’s Reilyn Turner, and Duke’s Emily Cole, top sports brands have lined up to sign with women’s sports athletes of all types.

  • Women’s sports — basketball, volleyball, and softball — took three of the top five spots on Opendorse’s platforms and trailed only football and men’s basketball.
  • If you take football out of the picture, women’s sports athletes completed 52.8% of total NIL activities — more than their male counterparts.

Women’s sports athletes, according to experts, are uniquely positioned to be top earners because they’re used to marketing themselves. 

But in the second year of NIL, they’ll need help achieving their full potential. Structural inequities across NCAA sports have kept them from receiving the exposure and investment that they deserve. Rectifying those inequities will directly impact their pocketbooks.

Lower-Division Opportunities

NIL is not confined to the NCAA’s Division I. In the first year, athletes in D-II averaged $204 each, and those in D-III averaged $309 each (data through May 31).

Next year, the numbers are projected to increase.

  • Division II will see $35.5 million in NIL compensation, an average of $338 per athlete.
  • Division III will see $58.5 million, or $362 per athlete.

Athletes in these divisions have to be even more proactive and creative about pitching themselves to brands — but it’s not impossible.

Over the past year, Front Office Sports has spoken with three lower-division athletes — East Texas Baptist’s Caleb Eagans, Wesleyan’s Andrea Chiappetti, and Amherst’s Jack Betts — who have all found their place in the NIL landscape.

“I remember when legislation passed, I was super-excited,” Betts told Front Office Sports at the first inaugural NIL Summit. “But then the reality set in — I’m Division III.” Betts started “cold-emailing” brands pitching himself — and got more than 30 deals. 

July 1 marks the one-year anniversary of the NIL era. For more, check out the rest of Front Office Sports’ “One Year of NIL” series: 

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Mar 13, 2025; New York, NY, USA; American businessman and St. John's donor Mike Repole stands and applauds during the second half against the Butler Bulldogs at Madison Square Garden.

‘Back in the Spotlight’: How Mike Repole’s Millions Pulled St. John’s Into..

The billionaire-fueled renaissance put the Johnnies back into the national spotlight.
Feb 5, 2025; Los Angeles, California, USA; A rack of basketballs with the NCAA logo before that start of the UCLA Bruins - Ohio State Buckeyes game at Pauley Pavilion presented by Wescom.

State AGs Settle NIL Lawsuit Against the NCAA

Players will now be able to negotiate NIL offers before committing to schools.
Rory McIlroy is congratulated by a fan as he heads to the clubhouse after a three-hole aggregate playoff of The Players Championship PGA golf tournment Monday, March 17, 2025 at TPC Sawgrass in Ponte Vedra Beach, Fla. Rory McIlroy won his second Players Championship winning +1 to J.J. Spaun’s +3 tiebreaking playoff round.

Rory McIlroy Wins Record-Tying $4.5M at the Players Championship

The PGA Tour’s flagship event had another record $25 million purse.

How New $15M Women’s March Madness ‘Units’ Payouts Work

Men’s teams have benefited from this format for decades.

Featured Today

Auburn Tigers guard Miles Kelly (13) reacts after hitting a three-point shot against Kentucky during the first half in SEC basketball at Rupp Arena Saturday afternoon in Lexington, Kentucky March 1, 2025

The SEC’s Ascent to Men’s Basketball Supremacy

The league brought its football pageantry and power to college hoops.
San Diego Wave FC falls to Orlando Pride at Snapdragon Stadium in San Diego, CA on April 29, 2023.
March 14, 2025

The New Tailored Approach to Women’s Sports Uniforms

For new women’s sports leagues, every detail is custom.
Iowa Hawkeyes guard Caitlin Clark (22) cuts down the net after beating LSU in the Elite 8 round of the NCAA Women's Basketball Tournament between Iowa and LSU at MVP Arena, Monday, April 1, 2024 in Albany, N.Y.
opinion
March 9, 2025

Reader Mailbag: Leagues Need Must-Watch Moments

Readers responded to NHL success and what it means for other leagues.
Moolah Kicks
March 8, 2025

Breaking the Mold: The Brands Designing Footwear Specifically for Female Athletes

New companies are laser focused on changing the women’s athletic footwear landscape.
Nov 12, 2024; Oxford, Mississippi, USA; South Alabama Jaguars head coach Richie Riley watches during the first half against the Mississippi Rebels at C.M. 'Tad' Smith Coliseum.

‘Inexcusable’: NCAA Extends, Then Retracts, NIT Invite to South Alabama

“What they did to us last night is inexcusable!” South Alabama’s coach said.
Mar 14, 2025; Charlotte, NC, USA; North Carolina Tar Heels guard RJ Davis (4) handles the ball against Duke Blue Devils guard Sion James (14) during the first half at Spectrum Center.
March 17, 2025

UNC’s Controversial First Four Debut Should Help Play-In Ratings

The Tar Heels will face San Diego State for a No. 11 seed.
Apr 5, 2024; South Orange, NJ, United States; Pirates fans gather at Seton Hall University to welcome home the basketball team after they won the NIT championship. Kadary Richmond holds up the trophy as the team applauds.
March 17, 2025

Tournament Turf Wars: NIT, College Basketball Crown Battle for Leftovers

College basketball’s postseason becomes even more muddled with a new event.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
Mar 12, 2025; Kansas City, MO, USA; Colorado Buffaloes forward Bangot Dak (8) drives to the basket around West Virginia Mountaineers guard Javon Small (7) during the second half at T-Mobile Center.
March 17, 2025

West Virginia AG Launches ‘Investigation’ Into Men’s March Madness Selection Criteria

Gov. Morrisey said the selection committee was “corrupt.”
Apr 1, 2024; Portland, OR, USA; USC Trojans guard JuJu Watkins (12) drives to the basket during the second half against UConn Huskies guard Paige Bueckers (5) in the finals of the Portland Regional of the NCAA Tournament at the Moda Center.
March 17, 2025

As Women’s Tournament Begins, New Generation of Stars in Focus

A deep array of stars showcases the sport’s growth and rising parity.
March 17, 2025

Why Women’s Tournament Delays Neutral Sites—and How Hosting Helps

Neutral sites don’t host games until the third round.
March 17, 2025

Women’s March Madness Enters Year 1 of Polarizing Rights Deal

Last year’s women’s tournament averaged 2.2 million viewers.