From Amateurism to Enterprise: How NIL Is Reshaping College Athletics
- Apr 14
- 4 min read
By Joseph von Stitt II
Not long ago, college sports were defined by amateur competition, where athletes played primarily for scholarships, school pride and the hope of going professionally.
Today, that landscape has changed dramatically. With the introduction of Name, Image, and Likeness (NIL) rights, student-athletes can now profit from their personal brands—signing endorsement deals, monetizing social media, and even negotiating contracts worth millions.
What was once a strictly regulated amateur system has evolved into a complex, high-stakes industry involving legal disputes and court intervention.
A recent lawsuit involving Duke University quarterback Darian Mensah underscores just how rapidly NIL has transformed college athletics. The case, centered on contractual disagreements and compensation expectations, highlights a new era where athletes are not just students, but business entities navigating legal and financial challenges. While such disputes were unheard of a decade ago, they are becoming increasingly common as NIL opportunities grow in scale and complexity.
For the Barry University community, this shift is more than just a headline—it’s a glimpse into the future of collegiate sports and the industries surrounding it. Students pursuing careers in sports management, media, business and law must now understand NIL as a central component of the athletic ecosystem.
At its core, NIL allows athletes to earn money through sponsorships, brand partnerships and personal ventures. This could include anything from promoting local businesses on Instagram to signing national endorsement deals. While the NCAA still maintains certain regulations, the overall framework has loosened significantly since NIL policies were first implemented in 2021.
To understand how NIL is impacting student-athletes on a more personal level, The Buccaneer spoke with several Barry University athletes who are already benefiting from these opportunities.
“I never thought I’d be making money while playing in college,” said one Barry basketball player who asked to remain anonymous. “It started small—just posting for a local gym—but now I’ve built relationships with a few brands. It’s not millions, but it certainly helps with expenses.”
Another student-athlete, a soccer player, Fabian Bernal, emphasized the importance of personal branding.
“NIL has taught me that I’m more than just a soccer player. It teaches values such as marketing, communication and even a bit of finance. It’s like running a small business on top of school and sports,” he said.
These experiences reflect a broader trend: NIL is not just about money—it’s about opportunity and education. Athletes are gaining real-world skills that extend beyond the playing field, preparing them for careers in business, media and entrepreneurship.
However, the rise of NIL has also introduced new challenges. The lack of standardized contracts, varying state laws and evolving NCAA guidelines creates an environment filled with uncertainty. For some athletes, especially those at smaller programs, navigating these complexities can be overwhelming.
Barry University’s Director of Athletics Dr. Scott Smith acknowledges both the opportunities and concerns surrounding NIL.
“We want our student-athletes to succeed both on and off the field,” Smith said. “NIL provides incredible opportunities, but it also requires guidance. Our role is to educate athletes so they can make informed decisions and avoid potential pitfalls.”
One of the biggest concerns is the potential for exploitation. Without proper legal knowledge or representation, athletes may enter into agreements that are not in their best interest. The Duke University lawsuit serves as a cautionary example, showing how disputes over compensation and expectations can escalate quickly.
Additionally, NIL has raised questions about fairness and competitive balance. Larger universities with more resources and visibility often provide greater NIL opportunities, potentially widening the gap between programs. While Barry competes at a Division II level, the ripple effects of these changes are felt across all divisions of college athletics.
“There’s definitely a difference in exposure,” Noah Latieyre, a sophomore tennis athlete, remarked, “but social media has leveled the playing field a bit. If you build your brand the right way, you can still find opportunities no matter where you play.”
This democratization of exposure is one of NIL’s most promising aspects. Platforms like Instagram, TikTok and YouTube allow athletes to connect directly with audiences, bypassing traditional gatekeepers. For students interested in media careers, this shift highlights the growing importance of digital storytelling and content creation.
From a business perspective, NIL represents a significant shift in how value is created and distributed in college sports. Companies are now investing directly in athletes, recognizing their influence and marketability. This creates new career paths not only for athletes, but also for students interested in marketing, public relations, and sports management.
For aspiring journalists at Barry, NIL also changes how sports stories are reported. Coverage now extends beyond game statistics to include contract negotiations, brand partnerships and legal developments. Despite its challenges, NIL is widely seen as a positive step toward fairness.
For years, colleges and universities generated billions of dollars from athletics while athletes received limited financial benefits. NIL allows athletes to share in that value, recognizing their contributions to the industry.
Looking ahead, the future of NIL remains uncertain. Ongoing legal battles, potential federal regulations and evolving NCAA policies will continue to shape the landscape. The Duke University lawsuit involving Darian Mensah is just one example of how these issues are playing out in real time.
As Aramis Ramirez Jr., a senior baseball player, expressed, “This is just the beginning. NIL is changing everything—and we’re the first generation to really experience it.”
In many ways, that statement captures the essence of this new era.
This article does a wonderful job of explaining how Name, Image and Likeness rights have changed college sports. I didn't realize NIL rights are so new in college sports. Yet, they have had such an impact. I also never expected the democratic benefit social media has on college athletes. Something of which is important to try to prevent exploitation for college athletes. It would be great if NIL rights are more regulated to create an establish national guidelines and to protect athletes.
As a student-athlete myself i found this article very informative. NIL has brought so many opportunities and media coverage to student-athletes across the country. This new era creates engagement by advertising product and event on social media. Although many can view this as a business. I believe NIL boost post college careers for many athlete that dedicated their effort and talent to represent their school at the highest level in college.
I found this article very insightful. I have always heard about NIL but never knew specific details about it. NIL has completely changed the landscape of college athletics by giving student-athletes the opportunity to build personal brands and profit from their influence. NIL has created a new level of business for athletes both on and off the field. The article mentions many crucial points of not only the benefits of NIL but also the drawbacks. I believe NIL gives the student-athletes the recognition they deserve - these students go through so much mental strain all-year-round on top of completing school work. I hope to hear more student perspectives about the NIL and their experiences to compare and contrast!
This article was incredibly timely and informative, as I am in the process of writing a law school personal statement which highlights my past in talent management. Personal branding, likeness and intellectual property are among the hottest topics right now in the sports and entertainment industry, and this passage hit the complexity of it on the nail. The landscape for both creators and athletes is shifting rapidly, and I concur that students of all backgrounds must be versed in usage rights, contracts and negotiations to prevent exploitation in their own endeavors and the talent they may represent in the future.
An interesting point I hadn't thought about was that NIL isn't just about earnings — it represents a greater oppourtunity…
This article really touched me. I've always been invested in college sports, mostly because the players are so relatable since I'm the same age as them. I resonate with this article a lot because I believe student-athletes do deserve to get paid. Not only is the NIL a great opportunity for students to make money, it gives them a real-world experience in business, marketing and media. I also believe it's important that students aren't taken advantage of due to their talents. The NIL prevents students from not receiving what they deserve from all their hard work. Also, as the article covers, some student-athletes use this money to help support their families who supported them to go to college. This is…