How Inaction on NIL Threatens Equity in College Sports

As college athletics undergo a transformative shift with the advent of name, image, and likeness (NIL) rights, experts warn that without proactive measures, these opportunities may deepen existing inequities among student-athletes. The recent analysis from Inside Higher Ed contends that while NIL deals promise unprecedented financial benefits, they also risk perpetuating disparities rooted in access, exposure, and institutional support. This opinion piece highlights the urgent need for concerted action to ensure that NIL serves as a tool for equitable opportunity rather than widening the gap in collegiate sports.

The Growing Divide in NIL Opportunities Across College Sports

As the Name, Image, and Likeness (NIL) landscape evolves, it is becoming glaringly apparent that opportunities are not uniformly distributed across collegiate sports programs. Powerhouse programs in high-profile conferences continue to secure lucrative NIL deals for their athletes, fueled by large fanbases and extensive media exposure. Meanwhile, athletes in less visible sports and smaller schools struggle to attract similar attention, creating a clear chasm in earning potential that threatens to exacerbate pre-existing disparities within college athletics.

The widening gulf is influenced by several key factors:

Market size and media reach: Programs with nationwide followings naturally attract more NIL offers.
Alumni and booster networks: Wealthier and more engaged donor bases provide a bigger pool for endorsement opportunities.
Geographic and demographic advantages: Proximity to major urban centers expands access to local businesses and sponsorships.

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Sport Category	Average NIL Earnings	Visibility Level
Football (Power Five)	$20,000+	Very High
Men’s Basketball (Mid-Major)	$5,000 – $10,000	Moderate
Women’s Volleyball (Non-Power Conferences)	Under $1,000	Low

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The widening gulf is influenced by several key factors:

Market size and media reach: Programs with nationwide followings naturally attract more NIL offers.

Alumni and booster networks: Wealthier and more engaged donor bases provide a bigger pool for endorsement opportunities.

Geographic and demographic advantages: Proximity to major urban centers expands access to local businesses and sponsorships.

Sport Category

Average NIL Earnings

Visibility Level

Football (Power Five)

$20,000+

Very High

Men’s Basketball (Mid-Major)

$5,000 – $10,000

Moderate

How Unequal Access to NIL Deals Reinforces Existing Disparities

Access to Name, Image, and Likeness (NIL) opportunities is drastically uneven, largely favoring athletes at high-profile programs and those with substantial social media followings. This uneven playing field often mirrors and amplifies pre-existing socioeconomic and racial disparities. Athletes from less prominent schools or underrepresented backgrounds frequently lack the exposure and connections necessary to capitalize on NIL deals, effectively sidelining them from this emerging revenue stream. Without deliberate efforts to level the field, the very structure of NIL rights may serve as a mechanism that entrenches the gaps already seen in collegiate sports.

Key factors contributing to unequal NIL access include:

Geographic and institutional disparities, with Power Five conferences dominating deal flow
Disparities in digital presence, where social media influence translates to lucrative endorsements
Lack of equitable resources and education for athletes about NIL contract negotiation

These elements combine to create a hierarchy where wealth and opportunity concentrate around a small group of athletes, leaving many without meaningful compensation. The following table outlines the stark contrast in NIL earnings by program type, illustrating how existing disparities can be reinforced by market-driven NIL distributions.

Program Type

Average NIL Earnings (Monthly)

Share of Athletes Benefiting

Power Five Football

$3,200

75%

Mid-Major Basketball

$850

The Role of Institutions in Ensuring Fair NIL Participation

Institutions play a critical role as gatekeepers in the rapidly evolving Name, Image, and Likeness (NIL) landscape. Without proactive oversight, NIL opportunities risk becoming disproportionately accessible to athletes at high-profile programs, effectively sidelining those in smaller or less-televised schools. To counteract this, colleges and universities must implement frameworks that ensure equitable exposure and education about NIL rights for all athletes, regardless of sport or market size. This includes comprehensive workshops, transparent guidelines, and partnerships that democratize access to endorsement deals, leveling the playing field beyond athletic performance alone.

Beyond internal policies, institutions also have a responsibility to collaborate with external stakeholders-such as brands, agents, and the NCAA-to establish safeguards against exploitative practices. Key actions include:

Monitoring NIL transactions to identify patterns that could exacerbate disparities;
Facilitating mentorship programs connecting athletes with experienced professionals in marketing and financial literacy;
Ensuring equitable digital visibility by supporting online platforms that highlight emerging athletes across all divisions;
Tracking NIL engagement metrics to evaluate the effectiveness of institutional support programs.

Institutional Strategy	Expected Impact
Centralized NIL Education	Increases athlete awareness & fair deal evaluation
Cross-Sport Collaboration	Mitigates concentration of NIL deals in marquee sports
Partnership with Ethical Agents	Reduces exploitation risks and ensures transparency

Policy Solutions to Create a More Equitable NIL Landscape

Addressing the structural inequities in the Name, Image, and Likeness (NIL) marketplace requires deliberate, multi-layered policy interventions. Key among these is establishing standardized NIL education programs focused on financial literacy, contract negotiation, and intellectual property rights, ensuring student-athletes across all backgrounds are equipped to make informed decisions. Additionally, regulatory frameworks should incentivize institutions to foster equitable NIL opportunities by monitoring disparities and promoting partnerships with local businesses and community organizations. This creates a more localized and diverse market, countering the current trend where athletes from high-profile programs dominate lucrative deals.

Policy frameworks must also include transparent reporting of NIL earnings and set protections against exploitative agreements. Below is a synthesized overview of actionable solutions that could help level the playing field:

Solution	Purpose	Expected Impact
Mandatory NIL Education	Equip athletes with knowledge of contracts and finances	Reduce exploitation and financial mismanagement
Transparent NIL Income Reporting	Increase accountability and data for equity monitoring	Identify and address demographic earning gaps
Incentivize Local Partnerships	Encourage deals beyond elite brand sponsorships	Broaden access for mid- and low-profile athletes
Caps on Agency Fees	Limit financial drain from athlete earnings	Keep more revenue within athlete communities

Collaborative models involving schools, leagues, and NIL platforms to standardize protections and opportunities.
Policy mandates aimed at preventing NIL deals from exacerbating existing racial and socioeconomic inequalities.
Support networks for athletes from underrepresented groups, aiding access to mentorship and resources.

Key Takeaways

As discussions around Name, Image, and Likeness (NIL) policies continue to evolve, the urgency for thoughtful and equitable action grows more pressing. Without deliberate intervention, the current framework risks deepening existing disparities among student-athletes, potentially undermining the promise of opportunity that NIL was meant to provide. Stakeholders across collegiate sports and higher education must collaborate to craft solutions that promote fairness and inclusivity, ensuring that NIL serves as a catalyst for progress rather than a reinforcement of longstanding inequities.