Name, Image, and Likeness (NIL) deals have transformed college athletics into a professional-level marketplace. The top college athletes now earn more than many professional players.
Biggest NIL Earners in 2026
- Arch Manning, Texas QB: $5.8M (endorsements + social media)
- Flau'jae Johnson, LSU WBB: $3.2M (music career + basketball)
- Carson Beck, Georgia QB: $2.9M
- Jeremiah Smith, Ohio State WR: $2.5M (as a sophomore!)
How NIL Works Now
Collectives — booster-funded organizations — pool money to attract and retain top players. The biggest collectives (Texas, Ohio State, Oregon) operate with $20M+ annual budgets. Players receive money through endorsement deals, social media content, autograph sessions, and collective payments.
The Problems
Pay-for-play allegations, competitive imbalance favoring wealthy programs, and the tax burden on 18-22 year olds managing six-figure incomes without financial literacy education.
The NCAA is pushing for federal legislation to standardize NIL rules, but Congress has shown little urgency.
