The University of South Florida is making bold moves in the evolving world of Name, Image and Likeness (NIL). With new leadership, a strategic approach to revenue sharing, and major infrastructure investments, USF is positioning itself to compete in modern college athletics. Here’s how the Bulls plan to win in the NIL era.
Over the course of the last six months, the University of South Florida has made a multitude of major moves to its athletic department. The sum total of those moves was on full display Wednesday night.
USF’s Institute of Public Policy and Leadership held a forum for faculty, staff, students and the general public, and the overriding message was that the school’s athletic programs are poised for unprecedented success in the age of NIL (Name, Image and Likeness).
USF athletics Chief Executive Officer Rob Higgins (hired in September), Chief Operating Officer Derrick Brooks (hired in October) and football coach Brian Hartline (hired in December) headlined the event and laid out their plan to prosper at a time when college athletes can earn money and, essentially, become free agents through the transfer portal.
The NIL vs. Revenue Sharing Distinction
The world changed in 2021 when NIL came into existence and allowed college athletes to make money — sometimes big money — by making deals with brands. Quickly, NIL evolved and collectives came along at major colleges. In addition to brand deals, athletes now have the benefit of revenue sharing.
“Now, there’s a lot of confusion about it all,’’ Higgins, a USF alum who previously served as executive director of the Tampa Bay Sports Commission since 2004, said. “Everyone just calls it NIL, but it’s actually two very different things. There’s revenue sharing with a $20.5 million pool at each school to start with each year and a four-percent increase each year. Then, the other path is true NIL, with brand deals.’’
That’s the landscape USF’s leadership team is faced with navigating while trying to win big on the fields and on the courts.
Preparing Student-Athletes for Financial Success
That concept is new to Brooks, who came out of Pensacola’s Washington High School as one of the nation’s top prospects in the Class of 1992. Brooks went on to star at Florida State and had a Hall of Fame career as a linebacker for the Tampa Bay Buccaneers. Brooks said he’s often asked what things would have been like for him if NIL existed during his high school and college years.
“I would have been lost,’’ Brooks said. “I didn’t know how to go to a bank and cash a check. All I knew was how to go to the liquor store and cash a Pell Grant check twice a semester.’’
Brooks’ Buccaneers teammate Anthony McFarland, a former defensive tackle and current ESPN broadcaster, also took part in the forum.
USF is doing its part. One of Brooks’ myriad duties is overseeing a team that helps guide student-athletes through all aspects of NIL. That team is charged with giving student-athletes an understanding of the NIL process, how to market themselves on social media, how to find partnership deals, how to deal with taxes and how to handle finances.
“We want to make sure they’re prepared from a financial literacy standpoint,’’ Higgins said. “On a parallel path, we want to help them build their brands up. We want to provide a holistic path for short-term success while also preparing them for the moment their playing career ends.’’
Transfer Portal Strategy and Culture Fit
But in the world of modern college sports, student-athletes often are flying the coop and leaving their original schools after only a short stay. That’s been a way of life since the transfer portal was introduced in 2018.
Since arriving at USF after serving as defensive coordinator at Ohio State, Hartline already has brought in 41 players through the transfer portal.
“The variables keep getting added,’’ Hartline said. “But where you want to go as a team, that path hasn’t changed for decades. NIL has nothing to do with goals as a team. You have to have the right mix. In our conversations about revenue sharing, we weren’t trying to be the highest bidder. We were trying to do right by the athletes and their families.’’
Ultimately, leadership emphasized culture and fit over simply chasing money.
New Stadium and Infrastructure Momentum
But with Hartline, Brooks and Higgins on board, there’s more excitement than ever surrounding USF athletics. Football, the biggest revenue driver at most colleges, is at the forefront of that excitement.
The Bulls will have a new on-campus stadium and training facility in time for the 2027 season. The days of sharing Raymond James Stadium are almost over.
The perception of USF as a commuter school that couldn’t excel on a national level has been steadily fading over the last few decades.
Why USF Believes It Can Compete Now
“Since I came to Tampa in 1999, I’ve always wondered why USF isn’t bigger and better,’’ McFarland said. “It’s in the state of Florida. It’s a great location with great athletes all around. In a big-time town, you should be big time. Now, we have to understand where college sports are at in 2026.’’
As college athletics continues evolving in 2026, schools that combine leadership, financial education and infrastructure investment may separate themselves quickly in the NIL era.
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 About NIL at USF
What is the difference between NIL and revenue sharing?
NIL refers to individual endorsement and brand deals secured by athletes, while revenue sharing involves a school-controlled pool of funds distributed to athletes.
How much revenue sharing can schools distribute?
Schools begin with a $20.5 million pool annually, increasing by four percent each year.
How is USF helping athletes manage NIL money?
USF provides guidance on financial literacy, taxes, branding and long-term career planning.
How does the transfer portal impact NIL?
The transfer portal allows athletes to change schools more freely, making NIL and revenue sharing part of modern recruiting strategy.
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