What Do All the NIL Changes Mean for Most High-School Prospective Athletes?
Short answer: not much.
Name, Image, and Likeness (NIL) has transformed college sports headlines—and yes, a handful of student-athletes are earning serious money. But for the vast majority of recruits counselors work with, NIL is not a life-changing factor in college choice. Most disclosed deals across the NCAA are small and often local; NIL should be seen as “nice to have,” not a driver of the process. The broader compensation picture is also shifting with the House v. NCAA settlement and upcoming revenue sharing, but early analysis suggests those dollars will concentrate in a few sports and at a few programs.
Where NIL has made a big difference
A small group of stars can earn six or seven figures, most often in football and men’s basketball at Power Four programs, with a handful of breakout women’s athletes who have large audiences. LSU gymnast Olivia Dunne, for example, has signed multimillion-dollar partnerships and is regularly cited among top earners.
Market data shows how concentrated this money is. Opendorse reports that collectives account for more than 80 percent of all NIL compensation and that the flow of dollars is heavily weighted toward football and men’s basketball.
What this looks like for most students at lower-level Division I, Division II, and Division III
For the vast majority of high-school prospects who project to lower-level Division I, Division II, or Division III, NIL does not change the recruiting equation. Most athletes IECs work with will not receive NIL compensation at any point during their college careers. Their goals remain the same as before NIL existed: earn a degree, compete because they love their sport, and find a program that fits academically, athletically, and financially.
A market does exist, but it is small and uneven. The occasional opportunity might look like a local business discount, a free meal, a gift card, a modest paid social post, or a youth clinic where the athlete earns a bit of money. These arrangements are typically one-off or low dollar and rarely influence where a student enrolls. Outside of a narrow slice of high-visibility programs and athletes, NIL is not a lever that moves admissions, financial fit, or roster opportunity.
Practical guidance for planning reflects that reality. Counselors should encourage families to center the search on academic programs, coaching and development, campus culture, cost, and a realistic path to playing time. If NIL appears, it can be treated as a bonus, not a pillar of the decision. For most recruits in this band of college athletics, NIL will not affect the college search in any meaningful way.
Guidance for IECs and counselors
Keep NIL in perspective. Track the space, but treat NIL as supplemental. NIL has created life-changing opportunities for a small set of stars, but for most high-school prospects it has not changed the college decision. Counselors should continue to monitor developments and educate families, while keeping the focus where it has always belonged: the right academic, athletic, and financial fit first; NIL a distant second.
To operationalize this, center conversations on the financial pillars that actually matter for most students: need-based aid, merit scholarships, and athletic aid where available. Prioritize questions about roster spot, player development, academic support, and culture before any NIL discussion.
