The rapid adoption of NIL (Name, Image, and Likeness) rights has changed the landscape of college sports, blurring the line between amateur and professional athletics. While no single piece of legislation granted student-athletes NIL rights, the NCAA’s 2021 interim policy, along with new state laws, does allow athletes to profit from their personal brand without jeopardizing eligibility.1 Today, many students receive financial compensation through endorsements, appearances, and social media.
Ruling the basketball court at the University of Iowa, Caitlin Clark secured more than $3M in endorsement deals for companies like Nike and Gatorade. Clark also appeared in commercials for State Farm and was featured in Buick’s “See Her Greatness” campaign. The estimated value of those partnerships is well above her 2025 WNBA base salary of $78,066.2
Arch Manning, the Texas Longhorns quarterback, holds the highest NIL valuation in college football—approximately $6.8 to $7.1 million. Grandson of legendary quarterback Archie Manning, and nephew of Peyton and Eli Manning, Arch has a multi-year contract with Red Bull, plus deals with Warby Parker, Vuori, and Raising Cane’s. Manning has partnerships with Panini America playing cards and EA Sports video games.3
Critics of NIL have taken issue with lavish payments from alumni and booster-funded collectives, pointing out that prominent schools can recruit top talent because they have the dollars to entice star athletes. Others note that financial hierarchies within teams can lead to tension among players. At the same time, the pressure to manage a personal brand can stress athletes with already demanding schedules.
NIL’s clear upside is the chance for college athletes to gain financial literacy. Students involved in NIL ventures must make significant financial decisions and learn about the complexities of managing personal finances. Recently, the total earnings of college athletes from NIL surpassed $1.6 billion. And, of course, big money comes with big tax bills. Arch Manning’s $6.8 million NIL valuation aligns with federal income taxes of $2,474,186.4. The realities of princely contracts and partnerships may come as a shock.
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- espn.com/college-sports/story/_/id/31086019/everything-need-know-ncaa-nil-debate
- businessinsider.com/caitlin-clark-valuable-womens-college-basketball-player-2024-3
- nytimes.com/athletic/6649100/2025/09/23/arch-manning-texas-nil-money/
- forbes.com/sites/nathangoldman/2025/08/14/breaking-down-the-top-20-college-football-stars-2025-nil-tax-bills/