Why NIL Exposed the Real Problems in College Sports

The recent surge of attention on Name, Image, and Likeness (NIL) agreements in college sports has sparked intense debate about the future of amateur athletics. However, rather than being the root cause of the challenges facing collegiate sports, NIL has merely illuminated longstanding issues that have long been ignored. In this opinion piece for USA Today, the argument is made that NIL deals have exposed systemic problems-such as inequitable compensation, power imbalances, and the commercialization of college athletics-that must be addressed to create a more transparent and fair landscape for student-athletes.

NIL Reveals Deep Financial Disparities in College Athletics

Since the introduction of Name, Image, and Likeness (NIL) rights, it has become impossible to ignore the stark financial imbalance that pervades college sports. Far from creating new problems, NIL has brought into focus the massive disparities that have always existed – disparities in funding, exposure, and opportunity between high-profile programs and smaller institutions. While athletes at powerhouse schools in football and basketball quickly command lucrative endorsement deals, competitors in less-visible sports or at mid-major programs often remain sidelined, financially speaking.

These inequalities are mirrored in the institutional budgets, facilities, and marketing outreach, which play a pivotal role in shaping an athlete’s earning capacity. Consider the following breakdown illustrating average annual athletic department revenues contrasted with NIL deal values for top-tier versus mid-tier programs:

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Category	Top-Tier Programs	Mid-Tier Programs
Average Athletic Dept. Revenue	$150M+	$20M – $40M
Average NIL Deal Value per Athlete	$50K – $300K	$1K – $10K
Marketing & Exposure Reach	National & Global	Regional Only

Category

Top-Tier Programs

Mid-Tier Programs

Average Athletic Dept. Revenue

$150M+

$20M – $40M

Average NIL Deal Value per Athlete

$50K – $300K

$1K – $10K

Marketing & Exposure Reach

The True Challenge Lies in Structural Inequities Within the NCAA

While name, image, and likeness (NIL) rights have captured headlines as a seismic shift in college athletics, the deeper malaise remains the entrenched structural inequities that have long plagued the NCAA. The NIL movement didn’t create these disparities; it merely cast a brighter spotlight on the systemic issues underpinning NCAA governance, revenue distribution, and athlete exploitation. At its core, the NCAA’s current model disproportionately benefits a select few institutions and sports, sidelining countless athletes and programs that generate passion but not profits. This uneven playing field is reflected in:

Revenue polarization-powerhouse football and basketball programs rake in billions, while most other sports operate on shoestring budgets.
Inconsistent scholarship allocation-many athletes receive partial or non-guaranteed support, furthering socioeconomic divides.
Lack of transparency-opaque decision-making hampers equitable resource distribution across schools and conferences.

The NIL era has exposed that college sports’ fundamental challenge isn’t about athletes profiting from their own marketability-it’s about reforming the scaffolding that has allowed inequality to thrive unchecked for decades. Consider the following data showcasing disparities in NCAA athletic revenue versus scholarship investment:

Category	Top 10 Programs	Other Programs
Median Annual Revenue	$100M+	$3M – $10M
Avg. Athletic Scholarships per Athlete	80-100%	40-70%
Administrative Budget %	15%	25%+

Until these systemic gaps are addressed head-on, NIL deals will continue to be a band-aid on a wound that demands fundamental healing-a restructuring of financial, regulatory, and cultural priorities that govern collegiate athletics. Only then can true fairness, opportunity, and sustainability be achieved throughout college sports.

Reforming Athlete Compensation Models for Long-Term Fairness

To build a sustainable and equitable system for athlete compensation, stakeholders must move beyond short-term fixes and address structural imbalances ingrained in college sports. The current landscape, revealed by the Name, Image, and Likeness (NIL) framework, underscores a patchwork approach that benefits a select few while leaving countless athletes without adequate support. A comprehensive overhaul demands transparent revenue-sharing models that recognize *all* athletes’ contributions and prioritize their long-term wellbeing, including access to healthcare, education, and post-career opportunities.

Key elements for reform should include:

Standardized compensation guidelines that protect athlete rights across all sports
Investment in academic and career development programs tailored to athlete transitions
Enhanced protections against exploitation by third-party NIL agents and sponsors
Clear channels for athlete representation in governance decisions

Component	Potential Impact
Revenue Sharing	Equitable financial distribution
Healthcare Benefits	Long-term athlete wellbeing
Education Support	Empowered career transitions
Governance Input	Inclusive decision-making

Only by reconstructing compensation to reflect fairness and accountability can the college sports ecosystem truly move forward. NIL did not create the flaws-it merely brought them into the light, demanding that NCAA, universities, and policymakers collaborate on reforms that endure beyond fleeting publicity and financial windfalls. Establishing a framework centered on holistic athlete support is not just a matter of justice but a necessity for the future health of collegiate athletics.

Recommendations for Transparency and Accountability in College Sports

Institutional oversight must evolve beyond surface-level compliance to foster genuine accountability. Universities and governing bodies should implement clear, accessible financial disclosures detailing how NIL revenues are allocated among athletes, programs, and administrative costs. This transparency can build trust among stakeholders and deter exploitative practices. Moreover, independent auditing panels composed of former athletes, legal experts, and public representatives can serve as watchdogs, ensuring policies are followed rigorously without conflicts of interest.

Structural reforms should also prioritize athlete representation in decision-making processes. Creating formal advisory councils where student-athletes have voting rights on NIL negotiations, contract standards, and eligibility regulations can help balance power dynamics historically skewed towards institutions and sponsors. The following table outlines key areas where enhanced transparency and accountability could bring measurable improvement:

Area	Current Challenges	Recommended Actions
Financial Disclosure	Opaque NIL earning reporting	Mandatory public revenue reports
Policy Enforcement	Conflicts of interest in oversight	Independent auditing panels
Athlete Representation	Minimal athlete input in governance	Voting rights on NIL committees

To Conclude

As the debate over Name, Image, and Likeness (NIL) continues to unfold, it is clear that NIL itself is not the root problem in college sports. Rather, it has acted as a catalyst, shedding light on longstanding inequities and systemic issues within the collegiate athletic system. Moving forward, meaningful reforms must address the fundamental structures that have historically sidelined athletes’ rights and well-being. Only by confronting these deeper challenges can college sports evolve into a more equitable and sustainable enterprise for all involved.