Name, Image, & Likeness FAQ
Understanding Name, Image, & Likeness (NIL)
What is Name, Image, and Likeness?
Name, Image, and Likeness, or NIL, is an athlete’s right to earn money from the commercial use of their name, image, and likeness. That includes endorsements, sponsorships, social media posts, appearances, merchandise, and promotional material.
What is NIL in college?
NIL in college lets student athletes earn money from their personal brand while staying eligible to compete. The NCAA began allowing it with an interim policy on July 1, 2021, after a wave of state NIL laws and the Supreme Court’s NCAA v. Alston decision that year. Common NIL deals include sponsored social media posts, appearances, camps, merchandise, video game licensing, and commercials.
How did the House settlement change NIL?
The House v. NCAA settlement, approved in June 2025 and effective July 1, 2025, allows schools to share revenue directly with athletes, up to $20.5 million per school for 2025 to 2026, with a cap that rises at least four percent a year. Athletes can still sign third party NIL deals outside that cap, but revenue sharing and NIL are not the same thing.
What is NIL Go?
NIL Go is the clearinghouse run by the College Sports Commission, built with Deloitte, where athletes report third party NIL deals worth $600 or more. It checks that each deal serves a valid business purpose and pays a reasonable amount, so deals are not disguised pay for play.
What is an NIL collective?
An NIL collective is an organization that is structurally independent of a school but funds NIL opportunities for the school’s student athletes. Collectives are typically founded by well known alumni and supporters. They are organized in different ways, including as nonprofits and for profit companies, so the tax treatment of donations varies and donors should consult a tax professional.
Can high school athletes earn NIL money?
In many states, yes, though the rules vary by state and by state athletic association. Athletes and families should check their state’s current rules before signing any deal.
Is NIL income taxable?
Yes. NIL income is generally taxable, and athletes are typically treated as self employed, so they should speak with a tax professional about reporting and payments.
Who has made the most NIL money?
On3’s NIL Valuation rankings have regularly placed Texas quarterback Arch Manning and LSU gymnast Livvy Dunne among the top earners in college sports. In 2025, On3 valued Manning at about $6.5 million and Dunne at about $4.1 million. These are estimates rather than contract totals, and rankings change often.
Who signed the first NIL deal?
Fresno State twins Haley and Hanna Cavinder were among the first athletes to sign a major NIL deal when NIL rules took effect on July 1, 2021. Their deal was with Boost Mobile.
About the SMWW Name, Image & Likeness Course
How can I learn about NIL?
The best place to start is SMWW’s eight week Name, Image & Likeness course. You learn how to identify and secure a fair NIL deal, build a student athlete’s brand, understand the legal side of NIL, and find job opportunities within NIL. Topics include NIL history and evolution, NIL law and rights of publicity, compliance, NIL for agents, endorsement contracts, a player’s market value, royalties, and social media marketing, plus developments such as the House settlement, NIL Go, and the College Sports Commission.
Who teaches the Name, Image & Likeness course?
The course is taught by Greg Glynn, Founder and CEO of Pliable Marketing, a marketing, public relations, and broadcasting company, who is widely recognized as one of the leading voices in NIL strategy and athlete branding.
Who should take the NIL course?
The course is built for sport marketers, sport agents, brand advocates, content creators, and sports administrators who want to protect and build the profile of student athletes. It can prepare you for roles in athlete brand management, athlete representation, athletic department NIL operations, sports marketing, and content.
Will the NIL course help me get a job?
It can help, though no course can guarantee a job. SMWW helps you redesign your resume to highlight your new skills and include that you were taught first hand by Greg Glynn, and graduates join a global alumni network of more than 30,000 people in 163 countries.
Can the NIL course count toward a college degree?
Yes. Name, Image & Likeness is one of three SMWW courses that can earn six graduate credit hours toward the Master of Professional Studies in Sports Management at Fort Hays State University, along with Athlete Management and Sports Sales & Marketing.
What if I need one-on-one assistance?
SMWW staff are available by phone throughout the course for one on one help with coursework, live sessions, or career questions. Call 1 877 SMWW NOW in the United States and Canada, +44 0 871 288 4799 in the United Kingdom, or +1 503 445 7105 from anywhere else. Our offices are in Portland, Oregon, and London, England.
Do you have more questions?
Call the office and ask! 1-877-SMWW-Now in the US or Canada. In London at +44(0) 871 288 4799. Everywhere else at +1-503-445-7105.