For current NIL stories, check out our NIL hub.
College athletes used to wait until they reached professional leagues to get big-time paydays, but the NCAA landscape has changed, and it can’t put the toothpaste back in the tube. The money available for today’s student-athletes has made them entrepreneurs before they turn 22.
The NIL Newness and Uncharted Waters
Name, image and likeness (NIL) deals started on July 1, 2021, and have taken over the college world. Nationwide, athletes have signed lucrative endorsements with fast-food chains and clothing brands. While household names get recognition, locally prominent student-athletes have inked agreements with law firms and car dealerships.
The new era started as a way for players to get paid for their NIL, though it has evolved into a recruiting tactic. Athletes have signed multimillion-dollar deals through booster clubs to play at big-time schools. While the policies have been divisive, they have generated significant revenue and created entrepreneurial opportunities for college students.
Entrepreneurial Success Stories: Cardiak Cats
Some semi-professionals use their NIL money to buy luxury items or highbrow fashion, while others seek exciting business opportunities. One of the most recent stories is about Aidan Knaak and Justin Leguernic — two baseball players from Clemson University. They launched Cardiak Cats apparel after hatching the idea on a road trip during the team’s exciting 2025 season.
Knaak and Leguernic released the purple and orange hats in late May, marking the first time student-athletes have started an independent apparel company. The players wanted to thank Clemson fans for their energy during games, so they worked with a design team to perfect the details.
Guiding Athletes to Enhanced Nutritional Routines
Emily Cole used to run track and field for Duke University, competing in events like the steeplechase. During her senior year, the Texas native published “The Players’ Plate” to help elite athletes better understand their pre-performance fueling. A self-induced coma in high school was her wake-up call to proper preparation and safe nutrition.
The book has received praise from professional athletes like Olympic gold medalist April Ross and baseball player AJ Andrews. Each chapter covers different performance-enhancing concepts, such as a guide to macronutrients and strategies for protecting your mental relationship with food.
Since 2022, Cole has used NIL to build a publishing presence and help future students avoid similar circumstances.
Using NIL to Find Investment Opportunities
While some athletes start ventures, others find existing business opportunities for financial success. Justice Haynes from Georgia Tech announced that, while at the University of Michigan, he had partnered with Loom, a low-calorie juice-water beverage. The running back went beyond a typical endorsement deal — he became an equity stakeholder.
Haynes played for the Alabama Crimson Tide before transferring to a Big 10 school. Now, he can support the beverage company while earning the starting running back job in the Michigan backfield. If the junior can be successful with the Wolverines, he’ll benefit Loom by representing the drink on the field. Haynes’ strategy is innovative and could be lucrative in the long term.
Why NIL Has Benefited Student-Athlete Entrepreneurs
Before NIL deals, college athletes had limited opportunities to earn income outside their college programs. Some relied on student loans, which can be financially debilitating due to interest rates. Experts say most people need 20 years to pay off their installments. Since 2021, student-athletes have earned life-changing money that could set them up for long-term success.
While the money is nice, it may only benefit the collegiate athlete while they’re in school. Therefore, some students are using their time to gain real-world experience. From managing deals to negotiating contracts, they’re getting entrepreneurial knowledge they might not get in a classroom. They’ll learn marketing, financial management, and other crucial transferable skills.
Networking is another crucial NIL benefit, as players can establish relationships with corporate professionals and investors. If you attend a school with prominent alumni, you could partner with them. For example, University of North Carolina athletes could partner with Michael Jordan’s shoe brand.
Some athletes use their earnings as seed money for business ventures, and others use it for community engagement and philanthropy. For instance, Tyler Linderbaum donated $30,000 to the University of Iowa’s Children’s Hospital. Jack Bech — who played at LSU and TCU — used his NIL funds to help the Dreams Come True Foundation.
The Reality of Post-College Life
Building solid business acumen is crucial for student-athletes, whether they’re future No. 1 picks or equipment managers. These players must understand they can’t play sports forever, so an entrepreneurial mindset is essential to leading successful lives after graduation. Experts say only 1% will go pro in their respective disciplines, emphasizing the need for financial education.
Learning the ins and outs of NIL deals gives a head start on career planning. If their dream is to sell hats or help future players market themselves, they can build a foundation in college while they have mainstream popularity. It’s essential to use these four years of eligibility wisely and consider long-term goals once these athletes hang up the cleats.
The Highest NIL Deals As of 2025
An NIL deal could set up a student-athlete for life. Once they exit college, they’ll have enough money to start companies and build on their successes. If their professional careers don’t pan out, they’ll have plenty of funds for entrepreneurship. For instance, Arch Manning has a $6.8 million NIL valuation and endorsement deals with entities such as EA Sports.
College football players have earned the most from NIL deals, with quarterbacks Carson Beck and Jeremiah Smith raising significant funds. Men’s basketball has new millionaires like AJ Dybantsa and JT Toppin, who have valuations of $2 million and $4 million, respectively. If they follow Cole and Haynes, they could set themselves up for even more success.
TL;DR: NIL and the New Athlete-Entrepreneur
NIL money is nice because it can buy a luxury car or pay off family debts. However, some athletes have used their funds to fulfill their business dreams and capitalize on their name. From fashion lines to beverage brands, students are learning how to be entrepreneurs and media influencers. While they’re young, they’re learning essential skills to succeed in life.
About the Author of “NIL and the New Athlete-Entrepreneur”:
Jack Shaw is the fitness editor of Modded Magazine. His writing covers both professional sports and personal fitness, as well as his own coaching experience. Jack’s expertise can also be found in publications including BarBend, SimpliFaster, and Sports Business Journal. Learn more at jackhenryshaw.com or connect with him on LinkedIn.
More content like “NIL and the New Athlete-Entrepreneur”:
NIL Is Good: How Name, Image, and Likeness Rights Are Improving College Athletics
NIL Is Bad: How the Current System Is Failing College Sports
NIL Pros and Cons | The College Game Is Changed Forever
5 Misconceptions About NIL (Name, Image, Likeness) | A Positive View
The Evolution of Student-Athlete Compensation
Read more about the “NIL and the New Athlete-Entrepreneur”:
What is NIL in college sports? How do athlete deals work?
Star Clemson Pitchers Turned Entrepreneurs Launch First Student-Athlete NIL Brand
Michigan Running Back’s Groundbreaking NIL Deal Redefines College Football
The top challenges students face in higher education
Collateral damage: What paying players in college sports means for the long game
Top 25 college athletes with highest NIL valuations
NIL and the New Athlete-Entrepreneur
For current NIL stories, check out our NIL hub.
College athletes used to wait until they reached professional leagues to get big-time paydays, but the NCAA landscape has changed, and it can’t put the toothpaste back in the tube. The money available for today’s student-athletes has made them entrepreneurs before they turn 22.
The NIL Newness and Uncharted Waters
Name, image and likeness (NIL) deals started on July 1, 2021, and have taken over the college world. Nationwide, athletes have signed lucrative endorsements with fast-food chains and clothing brands. While household names get recognition, locally prominent student-athletes have inked agreements with law firms and car dealerships.
The new era started as a way for players to get paid for their NIL, though it has evolved into a recruiting tactic. Athletes have signed multimillion-dollar deals through booster clubs to play at big-time schools. While the policies have been divisive, they have generated significant revenue and created entrepreneurial opportunities for college students.
Entrepreneurial Success Stories: Cardiak Cats
Some semi-professionals use their NIL money to buy luxury items or highbrow fashion, while others seek exciting business opportunities. One of the most recent stories is about Aidan Knaak and Justin Leguernic — two baseball players from Clemson University. They launched Cardiak Cats apparel after hatching the idea on a road trip during the team’s exciting 2025 season.
Knaak and Leguernic released the purple and orange hats in late May, marking the first time student-athletes have started an independent apparel company. The players wanted to thank Clemson fans for their energy during games, so they worked with a design team to perfect the details.
Guiding Athletes to Enhanced Nutritional Routines
Emily Cole used to run track and field for Duke University, competing in events like the steeplechase. During her senior year, the Texas native published “The Players’ Plate” to help elite athletes better understand their pre-performance fueling. A self-induced coma in high school was her wake-up call to proper preparation and safe nutrition.
The book has received praise from professional athletes like Olympic gold medalist April Ross and baseball player AJ Andrews. Each chapter covers different performance-enhancing concepts, such as a guide to macronutrients and strategies for protecting your mental relationship with food.
Since 2022, Cole has used NIL to build a publishing presence and help future students avoid similar circumstances.
Using NIL to Find Investment Opportunities
While some athletes start ventures, others find existing business opportunities for financial success. Justice Haynes from Georgia Tech announced that, while at the University of Michigan, he had partnered with Loom, a low-calorie juice-water beverage. The running back went beyond a typical endorsement deal — he became an equity stakeholder.
Haynes played for the Alabama Crimson Tide before transferring to a Big 10 school. Now, he can support the beverage company while earning the starting running back job in the Michigan backfield. If the junior can be successful with the Wolverines, he’ll benefit Loom by representing the drink on the field. Haynes’ strategy is innovative and could be lucrative in the long term.
Why NIL Has Benefited Student-Athlete Entrepreneurs
Before NIL deals, college athletes had limited opportunities to earn income outside their college programs. Some relied on student loans, which can be financially debilitating due to interest rates. Experts say most people need 20 years to pay off their installments. Since 2021, student-athletes have earned life-changing money that could set them up for long-term success.
While the money is nice, it may only benefit the collegiate athlete while they’re in school. Therefore, some students are using their time to gain real-world experience. From managing deals to negotiating contracts, they’re getting entrepreneurial knowledge they might not get in a classroom. They’ll learn marketing, financial management, and other crucial transferable skills.
Networking is another crucial NIL benefit, as players can establish relationships with corporate professionals and investors. If you attend a school with prominent alumni, you could partner with them. For example, University of North Carolina athletes could partner with Michael Jordan’s shoe brand.
Some athletes use their earnings as seed money for business ventures, and others use it for community engagement and philanthropy. For instance, Tyler Linderbaum donated $30,000 to the University of Iowa’s Children’s Hospital. Jack Bech — who played at LSU and TCU — used his NIL funds to help the Dreams Come True Foundation.
The Reality of Post-College Life
Building solid business acumen is crucial for student-athletes, whether they’re future No. 1 picks or equipment managers. These players must understand they can’t play sports forever, so an entrepreneurial mindset is essential to leading successful lives after graduation. Experts say only 1% will go pro in their respective disciplines, emphasizing the need for financial education.
Learning the ins and outs of NIL deals gives a head start on career planning. If their dream is to sell hats or help future players market themselves, they can build a foundation in college while they have mainstream popularity. It’s essential to use these four years of eligibility wisely and consider long-term goals once these athletes hang up the cleats.
The Highest NIL Deals As of 2025
An NIL deal could set up a student-athlete for life. Once they exit college, they’ll have enough money to start companies and build on their successes. If their professional careers don’t pan out, they’ll have plenty of funds for entrepreneurship. For instance, Arch Manning has a $6.8 million NIL valuation and endorsement deals with entities such as EA Sports.
College football players have earned the most from NIL deals, with quarterbacks Carson Beck and Jeremiah Smith raising significant funds. Men’s basketball has new millionaires like AJ Dybantsa and JT Toppin, who have valuations of $2 million and $4 million, respectively. If they follow Cole and Haynes, they could set themselves up for even more success.
TL;DR: NIL and the New Athlete-Entrepreneur
NIL money is nice because it can buy a luxury car or pay off family debts. However, some athletes have used their funds to fulfill their business dreams and capitalize on their name. From fashion lines to beverage brands, students are learning how to be entrepreneurs and media influencers. While they’re young, they’re learning essential skills to succeed in life.
About the Author of “NIL and the New Athlete-Entrepreneur”:
Jack Shaw is the fitness editor of Modded Magazine. His writing covers both professional sports and personal fitness, as well as his own coaching experience. Jack’s expertise can also be found in publications including BarBend, SimpliFaster, and Sports Business Journal. Learn more at jackhenryshaw.com or connect with him on LinkedIn.
More content like “NIL and the New Athlete-Entrepreneur”:
NIL Is Good: How Name, Image, and Likeness Rights Are Improving College Athletics
NIL Is Bad: How the Current System Is Failing College Sports
NIL Pros and Cons | The College Game Is Changed Forever
5 Misconceptions About NIL (Name, Image, Likeness) | A Positive View
The Evolution of Student-Athlete Compensation
Read more about the “NIL and the New Athlete-Entrepreneur”:
What is NIL in college sports? How do athlete deals work?
Star Clemson Pitchers Turned Entrepreneurs Launch First Student-Athlete NIL Brand
Michigan Running Back’s Groundbreaking NIL Deal Redefines College Football
The top challenges students face in higher education
Collateral damage: What paying players in college sports means for the long game
Top 25 college athletes with highest NIL valuations