NIL Beyond Division I: A $25 Million Market in Perspective

When we talk about NIL, the conversation tends to center on Division I—the multimillion-dollar deals, collectives, revenue sharing, and athletes becoming national brands. But a new Opendorse report, highlighted by The Future of College Sports, takes a closer look at NIL outside Division I. Opendorse estimates that the NIL market across NCAA Division II, Division III, NAIA, and NJCAA will exceed $25 million in 2026–27.

That sounds like a significant amount of money—until you compare it with Division I. Opendorse’s earlier annual report estimated the Division I NIL market at $4.5 billion. In other words, the entire DII, DIII, NAIA, and junior college NIL market combined represents only about 0.5% of the Division I market. The difference shows just how dramatically the economics of NIL change when you move outside Division I.

What is growing rapidly, however, is participation. According to Opendorse data, the number of small-college athletes completing at least one commercial NIL deal increased from 1,892 in 2024–25 to 19,061 in 2025–26. But these aren’t generally the kinds of deals making national headlines. While Opendorse reported an average Division I NIL deal of $6,200, its small-college report shows average earnings of just $50 per activity.

So while NIL is clearly expanding beyond Division I, the financial reality is very different in small-college athletics. NIL opportunities may be less about significant income and more about relatively small payments that can help offset everyday college expenses. It’s an important distinction for student-athletes and families to understand as NIL becomes an increasingly visible part of the recruiting conversation across college athletics.