• Loading stock data...
Sunday, July 13, 2025

NIL Deals Affecting More Than Superstars

Reinhold Matay-USA TODAY Sports/Design: Alex Brooks

It’s been more than a month since college athletes were first able to profit from their name, image, and likeness — and some significant money has been earned.

Alabama quarterback Bryce Young has made close to $1 million, while Hercy Miller — an incoming Tennessee State University basketball player and Master P’s son — signed a $2 million endorsement with Web Apps America.

Athlete marketing platform Opendorse shared its numbers from the first month, revealing how much the average student athlete is earning in this new era for college sports. 

  • Division I: $471 average ($210,000 peak)
  • Division II: $81 average ($750 peak)
  • Division III: $47 average ($50 peak)

Football captured 79% of the NIL market share, with men’s basketball following at 9.6% and women’s volleyball at 5.5%. 

Nearly half (46%) of the 2,500 athletes included in Opendorse’s data earned income from social media promotions, and 29% earned money from licensing their NIL rights. The rest came from signing autographs, making appearances, content creation, hosting camps, and selling products.

Last week, Utah-based Built Bar introduced an innovative twist on NIL deals when it told all 36 BYU football walk-ons that the company would pay for their tuition.

Editor’s Note: Opendorse is an FOS partner.

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.
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.
Nov 30, 2024; Lubbock, Texas, USA; Texas Tech Red Raiders running back Tahj Brooks (28) runs the ball against West Virginia Mountaineers defensive back Anthony Wilson Jr. (12) in the second half at Jones AT&T Stadium and Cody Campbell Field.

Felix Ojo’s Agent Says Texas Tech Offered $5.1M At Start of Rev-Share..

Texas Tech secured Ojo with a seven-figure NIL commitment.

Revenue-Sharing Chaos Begins as Texas Tech Secures Five-Star OT

The Red Raiders spent more than $10 million in the winter transfer portal.

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.

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

Negotiations continue with media rights holder CBS and TNT Sports.
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.
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.
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
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.
July 9, 2025

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

The conference had once planned a large initiative in Mexico.
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.
July 9, 2025

Big Ten, Big 12 Commissioners Remain Far Apart on CFP’s Future

A decision on expansion must be made by December.
TSU Hockey at Bridgestone
July 8, 2025

Tennessee State’s HBCU Hockey Ambitions Delayed at Least a Year

The school will not launch the first-of-its-kind program as intended.