Unlike scholarships, which are awarded by schools to cover tuition and housing, NIL deals come from private companies ranging from national brands like Nike or Gatorade to local businesses like coffee shops or fitness centers. Some athletes sign endorsement contracts or appear in advertisements, while others earn money through social media posts or selling personalized merchandise.
Under NIL rules, athletes can make money from their personal brand. That might mean promoting a business online, appearing in an advertisement, or selling custom merchandise. Unlike athletic scholarships, which come directly from colleges, NIL deals are made between athletes and private companies.
In 2025, several Division I athletes have become household names, not just for their performances on the field, but for the size and influence of their NIL deals. Arch Manning, quarterback at the University of Texas, has one of the highest NIL valuations reportedly estimated over $6 million with partnerships including high-profile brands like EA Sports, Red Bull, Uber, and Vuori. Another is Flau’jae Johnson, a basketball player at LSU. She holds multiple high-profile deals with brands like Puma, and Powerade.
At large Division I schools, NIL opportunities are common thanks to big fan bases and national exposure. Smaller colleges, however, tend to attract local partnerships instead. A student-athlete might represent a nearby restaurant, gym, or small business rather than a major corporation.
Many Northwestern students view NIL as a positive change overall but recognize that it comes with complications.
“I think that NIL can be a very good thing, and I have nothing wrong with college athletes getting some form of compensation for their name, image, and likeness,” said one Northwestern freshman Simon Showalter. “However, I think that it has gone a bit too far. No college kid should be getting paid millions directly from their sport program to participate in their sport, or transferring because another program offers more money. I think this becomes a ‘pay to win’ style that is unfair for programs who do not receive as much funding. It also has made walking-on much harder, and limited walk-on’s opportunities.”
Simon Showalter says he still supports the original purpose behind NIL giving athletes the right to use their image for sponsorships or endorsements, but believes it’s drifted from that intent.
“Students should be able to make money from sponsorships or endorsements, because that is more the true meaning of name, image, and likeness, rather than just getting paid directly to go play for a certain school,” he continues to say.
NIL opportunities often depend on the size and visibility of the program, which can leave smaller colleges at a disadvantage.
“I think that most NIL opportunities are not very realistic for smaller schools, due to the smaller audience, generally less funding, and lower media attention,” Simon mentions. “However, I do think that local businesses could be willing to support a student-athlete at their local college, and could be a great option for some student-athletes from smaller schools to get a sponsorship or NIL deal.”
For colleges like Northwestern, NIL may not bring in massive sponsorships, but it can still open doors. Smaller programs can partner with local businesses, giving student-athletes the chance to gain real-world experience in marketing, leadership, and community involvement.
Across the country, athletes at smaller colleges are finding creative ways to make NIL work for them whether that’s promoting a local business, partnering with a small athletic brand, or using social media to highlight their sport and school.
While NWC doesn’t have the national spotlight of Division I programs, its athletes can still use NIL to build personal brands that reflect their values and their connection to the community.
