What does NIL stand for in college sports?
How student-athletes can profit from NIL deals
If you are a student-athlete or planning to compete in college sports in the United States, you have probably heard the term “NIL”. But what does NIL stand for? And why is everyone talking about it?
We are covering all the NIL essentials:
- What NIL means
- Why this is such a big deal for college athletes
- Ways student-athletes are making money through NIL
- The rules you absolutely need to follow
- What international students need to know about visas and NIL restrictions
What Is NIL?
In short, NIL stands for name, image and likeness. It refers to an athlete’s right to profit from their personal brand and legally earn money from their name, appearance or identity while competing at university.
Let’s break it down:
- Name: your full name or nickname, how people publicly identify you.
- Image: any photo or video of you that could be used in advertising or on social media.
- Likeness: anything that represents you, such as a drawing, logo or digital avatar.
Simply put, NIL allows college athletes to earn money from who they are, not from playing the game itself. They can be paid for their influence, reputation and visibility, not for scoring points or winning matches.
Example: A student-athlete can get paid for promoting a sports brand on Instagram, signing autographs, appearing in a local commercial or even starting their own business.
Why NIL Matters for Student-Athletes
The concept of NIL recognises that student-athletes have their own personal brand value. Before 2021, NCAA rules prohibited college athletes from earning any income related to their athletic performance or personal identity.
Since then, the NCAA has allowed athletes to benefit from their Name, Image and Likeness, as long as they comply with certain rules. This represents one of the biggest changes in the history of American university sport and has transformed the way student-athletes can create and manage their public profile.
How Athletes Can Use NIL Opportunities
The range of NIL opportunities is wide and continues to grow every year. Here are some of the most common ways college athletes are using their Name, Image and Likeness today:
- Social media partnerships: Earning money by posting sponsored content or brand collaborations.
- Merchandising and personal branding: Selling products (such as T-shirts or caps) featuring their name, logo or slogan.
- Camps and training sessions: Hosting sports clinics or workshops for younger athletes.
- Appearances and events: Being paid to attend community events, charity galas or brand launches.
- Content creation: Launching YouTube channels, podcasts or online courses related to sport or lifestyle.
NIL Rules and Restrictions
While NIL has opened the door for athletes to earn income, it has also come with clear guidelines and restrictions.
Here are the key points to understand:
- Pay-for-play banned: Athletes cannot be paid to play or for their performance, only for legitimate NIL deals and activities.
- Prohibited use of NIL for recruitment: No university or college may offer an NIL agreement to influence a player’s decision to sign with a school.
- Follow state laws and university rules: Regulations vary depending on location.
- Mandatory transparency: Most universities require athletes to report any NIL agreements before signing them.
- Restricted use of university logos: Athletes may not use official logos or uniforms without authorisation.
Can International Student-Athletes Use NIL?
International student-athletes face significant restrictions on NIL opportunities due to U.S. immigration regulations. Most enter the country on F-1 student visas, which prohibit employment without explicit authorisation. Since NIL activities — including social media promotions and public appearances — are classified as work, participating in them could jeopardise visa status.
While NIL deals conducted entirely outside the U.S. are permissible, all related activities must take place offshore. Violations carry severe penalties, including visa revocation and potential deportation. As a result, international student-athletes cannot currently benefit from NIL income without breaching their visa conditions.
Do You Want to Make the Most of NIL Opportunities?
NIL has completely changed college sports in the U.S. For the first time, student-athletes can earn money from their brand, not just their performance.
But here’s the thing: the rules matter. And if you are an international athlete, visa restrictions make things even more complicated. That is where having the right support helps you stay compliant and avoid any accidental rule violations.
At Keystone Sports, we have helped hundreds of athletes find the right fit for their college sports journey. We guide you through the recruitment process, eligibility regulations and immigration laws, so you can focus on enjoying your time as a student-athlete.
Want to learn more about playing college sports in the United States? Complete our free evaluation form and let’s explore your options.
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