What does NIL really mean for college athletics?

Mark Sherrill

NIL refers to the rights of college athletes to control and profit from their name, image, and likeness. For decades, these rights were restricted by the NCAA, which prevented athletes from monetizing their personal brands.

However, recent policy changes now allow athletes to earn money from endorsements, appearances, and other opportunities—all while playing college sports.

The good: Opportunity for generational wealth

Let me be clear: I’m thrilled for today’s athletes who have the chance to secure life-changing wealth while still in college. In some cases, this money could transform families and create opportunities that extend well beyond sports. But this newfound financial freedom comes with challenges.

NIL has shifted the focus of college sports in ways we may not yet fully understand. The question is: What does this mean for the future of college athletics, academics, and the athletes themselves? The challenges: Sustainability, values, and long-term impact.

This NIL agreement is, in my opinion, a ticking time bomb. Why? Because it fundamentally alters the purpose and priorities of college sports.

• Academics take a backseat: Imagine a high school athlete receiving a million-dollar NIL deal to play at a college. Are we really going to fail them for skipping class? Why should academics matter when the money is rolling in?

• Relationships redefined: For many coaches, the recruiting process has become transactional. Instead of focusing on development or relationships, the first question athletes often ask is, “What kind of bag are you offering?”

• Unequal opportunities: Not every athlete gets paid. Many dream of transferring to larger programs to secure their piece of the pie, leaving smaller schools and programs struggling to keep up.

The broader implications

If we think the NCAA was exploiting athletes, consider this: The corporate world operates in a similar way. Many people work hard, making their companies millions while barely making ends meet. Life isn’t always fair, and promotions come from effort, not entitlement.

Similarly, not all athletes who receive big NIL deals will be prepared for the realities of life after sports. Many will burn through their money, lose the discipline to work hard, and face challenges when the checks stop coming.

Looking ahead: A fragile future

In five to 10 years, I predict:

• Division II and III programs will struggle to survive.

• The NCAA may cease to exist as power programs move toward corporate governance.

• Smaller schools must start building endowments to keep their sports programs alive.

A word of advice for athletes

To the athletes fortunate enough to secure NIL deals:

1. Invest wisely: Get a financial planner to help secure your future.

2. Think long-term: Avoid wasting money on fleeting luxuries.

3. Work hard: Discipline and effort will always outlast quick money. The NIL era is here, and it’s an exciting time. But let’s not lose sight of what truly matters—education, relationships, and preparing for life after the game.

Closing thought

College athletics is undergoing a seismic shift. While I’m happy for the athletes receiving life-changing opportunities, we must approach this era with caution, wisdom, and a plan for sustainability. Let’s keep hope alive but stay vigilant about the road ahead.

Mark Sherrill is former head basketball coach at Fort Valley State and former assistant coach at Johnson C. Smith, where he earned All-American and All-CIAA accolades as a player.

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