If you’ve followed college sports over the past few years, you’ve heard the term NIL everywhere. Name, image, and likeness rights have transformed how student-athletes can earn money, but NIL misinformation still runs rampant. Parents, athletes, and fans alike continue to believe outdated claims and common NIL myths that can cost athletes real opportunities—or worse, their eligibility.
The truth is that college athlete compensation has evolved dramatically since the NCAA adopted its interim NIL policy in July 2021. What was once forbidden is now not only allowed but encouraged. Yet persistent misconceptions about name, image, and likeness keep athletes on the sidelines of a marketplace where they belong.
Let’s break down the ten most prominent myths about name, image, and likeness—and set the record straight.
Myth 1: College Athletes Can’t Earn Any Money
This is the granddaddy of NIL myths, and it’s completely outdated.
For decades, the NCAA prohibited student-athletes from receiving any compensation beyond their scholarships. The principle of amateurism ruled college sports, and athletes who accepted so much as a free meal from a booster risked their eligibility. That era ended in 2021.
The Supreme Court’s unanimous decision in NCAA v. Alston fundamentally changed the landscape. Justice Brett Kavanaugh’s concurrence didn’t mince words, stating that the NCAA’s compensation restrictions “would be flatly illegal in almost any other industry in America.” Following that decision, the NCAA adopted an interim policy allowing athletes to profit from their name, image, and likeness.
Today, student-athletes can sign endorsement deals, monetize their social media presence, host camps and clinics, sell merchandise, and make paid appearances—all while maintaining their eligibility. There’s no cap on earnings. Some athletes have secured deals worth millions, while others earn a steady income from local businesses in their college towns.
The NCAA’s own rules now explicitly permit NIL activities as long as athletes follow state laws and school policies. If someone is still claiming athletes can’t earn money in college, they’re relying on one of the most outdated myths about NIL still circulating today.
Myth 2: Only Elite Athletes Benefit from NIL
When NIL first launched, headlines focused on the most prominent names—creating one of the most common NIL misconceptions still believed today.
The reality is far more democratic.
Local businesses don’t need a Heisman Trophy winner to promote their car dealership, restaurant, or gym. They need a recognizable face from the local university—someone fans already know and trust. A starting linebacker at a mid-major school might be the perfect ambassador for a regional insurance company. A volleyball player with 5,000 engaged Instagram followers can often deliver more value than a celebrity with millions of passive followers.
According to NIL marketplace data, most NIL deals are valued under $500. These opportunities may seem small individually, but they are widely accessible across sports and divisions. A swimmer at a Division II school can partner with a swimwear brand. A track athlete can host paid youth clinics. A tennis player can offer private lessons.
NIL opportunities exist at every level. The athletes who benefit most aren’t necessarily the most famous—they’re the ones who understand their value and take action rather than believing persistent NIL myths.
Myth 3: NIL Deals Are Only for Major Sports
Football and men’s basketball generate the most revenue for athletic departments, but one of the biggest name, image, likeness misconceptions is that NIL value stops there.
Women’s sports have become NIL powerhouses. Gymnastics, volleyball, softball, and women’s basketball athletes consistently rank among the top earners due to engaged fanbases and strong social media presence.
Some of the most valuable NIL portfolios belong to athletes in Olympic sports. Gymnasts, swimmers, track athletes, and beach volleyball players often leverage viral content and authentic storytelling to attract significant brand partnerships.
Your sport’s TV contract doesn’t determine NIL value. It’s driven by reach, engagement, and personal branding—something many non-revenue sport athletes excel at.
Myth 4: NIL Means Losing Amateur Status
This myth comes from confusion around outdated definitions of amateurism.
Today, student-athletes can earn income from their name, image, and likeness while maintaining full eligibility. The key distinction is between NIL compensation and pay-for-play. Athletes cannot be paid directly for on-field performance or for enrolling at a specific school—but NIL activities are explicitly allowed.
Modern NCAA athlete rights include the ability to monetize personal brands without sacrificing eligibility. Earning NIL income doesn’t make an athlete “professional”—it simply debunks another long-standing NIL myth.
Myth 5: Athletes Need to Sign with Agencies for NIL
Another persistent NIL misconception is that athletes need professional representation to access NIL opportunities.
While agents can be valuable for complex, high-value deals, many athletes successfully manage early NIL opportunities independently. Platforms connect athletes directly with brands, and school compliance offices often provide guidance.
Agencies typically take 15–20% of earnings. For small, straightforward deals, self-representation often makes more sense. Representation becomes more valuable as deal complexity increases—but it’s not required to get started.
Myth 6: All NIL Agreements Are the Same
Not all NIL deals are created equal—yet many athletes believe this common NIL myth.
NIL agreements vary widely in structure, compensation, duration, and exclusivity. Social media posts, endorsements, appearances, camps, clinics, and licensing agreements all come with different expectations and obligations.
Understanding exclusivity, deliverables, duration, and payment structure is critical. A higher-paying deal with restrictive terms may be less valuable in the long term than a smaller, more flexible agreement.
Myth 7: Athletes Are Always Taken Advantage Of in NIL Deals
The idea that athletes are helpless victims is another exaggerated NIL myth.
Today’s NIL ecosystem includes financial literacy programs, compliance reviews, educational resources, and access to professional advisors. Athletes can compare offers, research brands, and learn from peers.
Caution is still necessary—but the assumption that athletes lack protection no longer reflects reality.
Myth 8: All Platforms for NIL Deals Are Created Equal
The rapid growth of NIL platforms has introduced yet another area of misinformation.
Platforms differ in fees, deal quality, athlete protections, transparency, and support. Some prioritize volume over value, while others are athlete-first and emphasize fairness and transparency.
Fan-powered NIL platforms represent an emerging model that allows supporters to directly fund athletes, often benefiting those overlooked by traditional brand sponsorships.
Research and comparison are essential before committing to any platform.
Myth 9: NIL Opportunities Are Short-Lived
One of the most limiting NIL misconceptions is that NIL ends at graduation.
NIL is fundamentally about personal branding. Relationships, skills, and audiences built during college often extend far beyond athletic careers. Athletes who approach NIL strategically gain long-term professional advantages, whether or not they turn pro.
Myth 10: Name, Image, and Likeness Is Only About Sports
The final myth holds that NIL applies only to athletic endorsements.
Athletes are multidimensional individuals. NIL allows them to monetize talents and interests beyond sports—music, gaming, fashion, cooking, content creation, and more.
The right of publicity applies to the whole person, not just game highlights. Athletes who embrace this reality unlock opportunities others miss.
The Bottom Line
Name, image, and likeness have fundamentally changed college athletics, yet common NIL myths and misconceptions continue to hold athletes back.
The truth is clear: student-athletes can now profit from their personal brands while pursuing their education and competing at a high level. Resources, platforms, and protections exist to support them.
The NIL era is here. The only question is whether athletes—and those advising them—will move beyond outdated myths and fully participate.
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.
Frequently Asked Questions
What does NIL stand for?
NIL stands for Name, Image, and Likeness—the legal right to control and profit from the commercial use of one’s identity.
When did NIL start for college athletes?
The NCAA adopted its interim NIL policy on July 1, 2021, following NCAA v. Alston.
Can high school athletes get NIL deals?
It depends on state regulations. Many states allow NIL participation, but rules vary.
Do NIL earnings affect scholarships?
No. NIL income does not impact athletic scholarships.
Are NIL earnings taxable?
Yes. NIL income is subject to federal and state taxes.
Can athletes use school logos in NIL deals?
Generally, no, unless explicit permission is granted.
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