• Loading stock data...
Tuesday, October 7, 2025

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

Oct 4, 2025; Tucson, Arizona, USA; Oklahoma State Cowboys outside linebacker Poasa Ute (35) and Wendell Gregory (4) celebrate during the third quarter of the game against the Arizona Wildcats at Arizona Stadium.
exclusive

New Bill Aims to Prohibit Athletic Department, Conference Private Equity Deals

The bill would bar schools from selling ownership stakes.
Oct 4, 2025; Fort Worth, Texas, USA; TCU Horned Frogs head coach Sonny Dykes and Colorado Buffaloes head coach Deion Sanders hug following a game at Amon G. Carter Stadium.

More Health Problems for Deion Sanders As Colorado Slides

Sanders indicated his blood clots have returned.
Oct 4, 2025; Pasadena, California, USA; UCLA Bruins quarterback Nico Iamaleava (9) passes the ball during the fourth quarter against the Penn State Nittany Lions at Rose Bowl.

The Improbability of UCLA’s Incredible Upset Win Against Penn State

Before UCLA beat Penn State, donors were deeply unhappy.

Featured Today

Paul Cartier

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher
September 27, 2025

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.
Nov 17, 2024; Pittsburgh, Pennsylvania, USA; Pittsburgh Steelers fans wave Terrible Towels against the Baltimore Ravens during the fourth quarter at Acrisure Stadium
September 26, 2025

Steelers’ Irish Roots Are Deeper Than NFL Dublin Game

The Steelers have history and the foundation for a future in Ireland.
Sep 27, 2025; University Park, Pennsylvania, USA; Penn State Nittany Lions head coach James Franklin reacts during the fourth quarter against the Oregon Ducks at Beaver Stadium.

Penn State Has a $50 Million James Franklin Problem

Franklin’s team lost to unranked UCLA on Saturday despite being heavy favorites.
Cody Campbell
October 4, 2025

Fox, ABC Reject Ad Accusing Power Conference Commissioners of Greed

Cody Campbell said the ads were pulled after he paid for them.
October 5, 2025

CFB’s New Parity Era: Penn State, Texas Top-25 Exits Signal Shift

Penn State and Texas fall entirely out of the top-25 rankings.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
Florida State defensive back Renardo Green (8) tackles Miami running back Mark Fletcher Jr. (22) during a college football game Saturday, Nov. 11, 2023, at Doak Campbell Stadium in Tallahassee, Florida.
October 2, 2025

Miami–Florida State Rivalry Heats Up With Priciest Ticket in CFB

The get-in price for Saturday’s matchup in Tallahassee is more than $300.
exclusive
October 2, 2025

Opendorse Is Taking Over Parts of Failed NIL Collective Operator SANIL

SANIL abruptly shut down its operations this week.
October 2, 2025

Big Ten’s $2B Private-Equity Deal Talks Face Michigan Resistance 

The conference is in discussions for a private-capital deal of around $2 billion.
Sep 27, 2025; College Station, Texas, USA; A detail view of the SEC logo on a chain marker during the game between the Texas A&M Aggies and the Auburn Tigers at Kyle Field.
exclusive
October 1, 2025

Fed-Up NIL Collectives Are Bypassing NIL Deal Approval Process

“I have deep concerns as to the longevity of this system.”