Since the NCAA began allowing student-athletes to earn Name, Image, and Likeness (NIL) income in 2021, it is those in team sports – especially football and men’s basketball – who dominate the earnings and the headlines about them. But those in individual-centric sports also can notch nice NIL money. This is especially true for wrestlers, whose collegiate success often serves as a crucial pipeline to Olympic dreams, providing the financial stability to train full-time post-graduation.
Take collegiate wrestling, for instance.
Building Personal Brands in a Competitive Landscape
Each wrestler has a unique brand and story to tell. They have their own style, on and off the mat, and character. Dedication and top-notch performances are the major drivers, and those who do it right have gained loyal, enthusiastic followings in person and even larger ones on social media platforms like Instagram, TikTok and YouTube.
They document their matches, practices, training routines, nutrition intake and, if applicable, underdog stories or other angles of perseverance that resonate with wrestling fans. Doing this consistently can lead to connections with partners like local and national gyms, nutrition shops and wrestling clubs.
There are other ways to draw positive attention and, hopefully, NIL funding as well. Wrestlers can work with their coaches and athletics departments to host clinics, lead youth camps or run workshops. They can connect with alumni, sponsors and local leaders for employment, coaching gigs or business opportunities.
Nebraska’s AJ Ferrari, once the top recruit in the country, had one of the best NIL success stories en route to winning an NCAA title at 197 pounds in 2021 and placing third at the 2025 NCAA Championships. Ferrari was one of the top NIL earners, inking deals with Hydragun supertubs, Nutrazone (a nutritional supplement company) and others. He partnered with a local barbershop to make ads showcasing his grooming routine and 1970s-era mustache.
“I think NIL is great for the sport,” Ferrari said. “I am really, really excited for the future of wrestling.” He said NIL money and exposure have driven more fans to collegiate wrestling, which needs “big personalities like myself. Big matches that draw eyes.”
Student-athlete wrestlers also have the freedom to transfer to what they might perceive as literally greener pastures. Small schools like Central Michigan and Northern Iowa have been major players in wrestling, but they most likely won’t be able to keep up with the NIL money student-athletes can earn at larger schools.
Like in football with the FBS and FCS divisions, collegiate wrestling most likely will split between the Power Five programs and those that are not — largely because of widening NIL disparities. Yet this evolution could ultimately benefit Olympic hopefuls by funneling top talent to elite training environments, where NIL-backed resources help bridge the gap from campus mats to international podiums.
Learn More About the NIL Landscape
Name, Image, and Likeness plays an increasing role in college sports, and understanding how it works often requires more than individual articles or news updates.
RallyFuel is a platform focused on NIL-related topics across college athletics. It brings together information about athletes, NIL activity, and the broader structure behind modern college sports, helping readers explore the topic in more depth.
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