Document Type

Blog Post

Publication Date

10-22-2025

Abstract

The world of college sports is undergoing a major transformation with the introduction of new rules governing Name, Image, and Likeness (“NIL”) deals. NIL refers to a college athlete’s right to profit from the commercial use of their name, image, and likeness as part of their personal brand. Prior to 2021, student-athletes were prohibited from entering into agreements that allowed them to profit from their fame. That changed in 2021, when athletes were granted NIL rights and permitted to monetize their athletic ability. Today, athletes sign major contracts not only with traditional sports brands such as Nike and Adidas, but also with non-athletic companies, including fast-food chains like Popeyes. For example, former Colorado quarterback Shedeur Sanders reportedly held a $4.7 million NIL valuation before entering the NFL. Similarly, Texas quarterback Arch Manning reportedly secured deals with Uber, Vuori, and Red Bull, with his NIL valuation measured at $3.8 million in 2023.

The print edition of the issue has also been released. This post was originally published on the Cardozo Journal of Conflict Resolution website on October 22, 2025.

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