College recruiting looks very different than it did just a few years ago.

NIL is still part of that change, but even the meaning of “NIL opportunity” has become more complicated. A recruit today may be comparing scholarship offers, possible financial benefits provided by the school, and opportunities to earn money from outside companies through their name, image and likeness…but those are not all the same thing.

That distinction became especially important after the House settlement was approved in June 2025. Under the new Division I model, schools that participate in the settlement framework can provide direct financial benefits to student-athletes, subject to an annual school-wide cap. In the first year of the system, that cap was approximately $20.5 million per school. Third-party NIL deals still exist separately and can include things like endorsements, social media partnerships, appearances, camps and other legitimate commercial work.

For families going through recruiting now, NIL is no longer something to think about after choosing a college. It can be part of the conversation before a commitment is made.

Understand What You’re Really Being Offered

One of the most important things recruits can do is stop using “NIL” as a catch-all term for every form of money connected to college athletics.

These are all different:

• Athletic scholarships
• Financial benefits paid directly by a university under the post-House settlement system
• Sponsorship agreements with local businesses

If money comes up during recruiting, it’s crucial you ask exactly what it is:

• Is the payment coming from the university?
• Is it part of a written agreement?
• Is it guaranteed for a certain period?
• Is it dependent on remaining on the roster?
• Is it a third-party endorsement that requires the athlete to make appearances or produce social media content?

Those details matter far more than hearing that a program has “great NIL.”

The NCAA’s current NIL guidance defines a legitimate third-party NIL deal as compensation in exchange for an actual use of an athlete’s name, image or likeness. That could include promoting a product, making an appearance, signing autographs or creating sponsored content. Pay-for-play and payments with no genuine NIL activity attached remain prohibited under NCAA rules.

At the same time, prospective Division I athletes are now allowed to discuss, negotiate and even enter into certain commercial NIL agreements with third parties before enrolling. Schools may also assist prospects with identifying potential commercial opportunities.

That makes it even more important for families to know who is promising what.

NIL Can Influence a College Decision, but It Shouldn’t Replace Fit

If two schools are similar academically and athletically but one offers considerably more financial support, that can understandably affect a family’s decision. College is expensive, and athletes shouldn’t feel guilty about considering legitimate compensation as one part of the recruiting process. The problem comes when NIL becomes the entire decision.

Coaching staffs change, playing time changes, an athlete can get injured, a brand deal can end. And a team may allocate its financial resources differently from one year to the next.

The things that mattered before NIL still matter now:

• Does the school have the academic program you want?
• Do you trust the coaching staff?
• Do you like the team culture?
• Is the athletic level right for you?
• Can you see yourself being happy there if your role changes?

Money absolutely belongs on that list, but it shouldn’t erase everything else.

A recruit considering a meaningful financial offer should also understand the terms rather than relying on a verbal number mentioned during recruiting. Families may want an attorney or another qualified professional to review significant agreements before signing them.

You Don’t Need to Become an Influencer to Have NIL Value

One of the biggest problems with the early NIL conversation was the idea that athletes needed huge social media audiences to make money.

A large following can certainly help some athletes attract national brands, but it isn’t the only source of NIL value.

An athlete might be valuable to a local business because they’re well known in the community, while another might run a youth clinic, make appearances, create useful sports content or work with a brand that closely matches their interests. An athlete in a less nationally televised sport can still have an engaged audience or strong local appeal.

The NCAA’s current rules focus on whether a third-party deal has a legitimate business purpose and whether the compensation is reasonable for the athlete’s NIL value, not whether the athlete has reached a particular follower count.

That should take some pressure off high school recruits: you don’t need to post constantly because you think a college coach expects you to become a content creator.

If you enjoy social media and want to build a personal brand, do it thoughtfully. Keep your accounts professional enough that you’d be comfortable with coaches, schools and potential partners seeing them. But your recruiting priorities should still be becoming a better athlete, handling academics and communicating with coaches.

For many recruits, those things will matter far more than the number next to their Instagram profile.

NIL Opportunities Aren’t Limited to Football and Basketball

Football and basketball continue to receive a huge share of the attention around college athlete compensation, particularly at major Division I programs, but one of the most interesting parts of NIL is that earning potential doesn’t always follow television revenue.

Gymnasts, volleyball players, softball players, track athletes, golfers and athletes in many other sports have found ways to build valuable partnerships. In some cases, an athlete’s personality, audience or connection with a particular community may matter more to a brand than whether the sport generates significant revenue for the school.

That means recruits in non-revenue sports shouldn’t assume NIL has nothing to do with them, but they also shouldn’t assume they’ll automatically earn significant money.

A better question when evaluating a school is whether the athletic department provides useful NIL education and support to all athletes.

• Does it teach athletes how contracts work?
• Does it provide information about taxes and disclosure requirements?
• Are there resources for building legitimate partnerships?
• Do opportunities extend beyond the most visible teams?

Those answers tell you more than a flashy NIL presentation during a recruiting visit.

High School Athletes Need to Know the Rules Too

NIL isn’t only a college issue anymore.

Rules for high school athletes vary by state, so an athlete considering an NIL agreement before college should check the rules of their own state high school athletic association before signing anything. The National Federation of State High School Associations notes that state associations oversee eligibility rules for high school athletes, and NIL policies have developed differently across the country.

There are also new reporting requirements for athletes who eventually enroll at a Division I school.

Under the current NCAA system, a high school prospect entering Division I must report qualifying third-party NIL agreements worth $600 or more that date back to July 1, 2025 or the beginning of the athlete’s junior year of high school, whichever is later. Those deals are reported through NIL Go after the athlete enrolls and are subject to the applicable review process.

You can find the current requirements on the NCAA’s NIL information page.

For families, the practical lesson is simple: save contracts, payment information, emails and details about what the athlete agreed to do in exchange for compensation. NIL income can also have tax implications, which is another reason not to treat these agreements casually.

Ask Better NIL Questions During Recruiting

A recruit doesn’t need to walk into a visit demanding to know how much money they’ll make. They should, however, understand how the program handles athlete compensation.

Ask how financial benefits are structured within the program, whether athletes receive written agreements, what NIL education the school provides and whether someone in the athletic department helps athletes understand contracts and reporting requirements.

It can also be helpful to talk with current athletes:

• Do they feel like the NIL opportunities described during recruiting actually existed once they arrived?
• Is the support useful?
• Are opportunities concentrated among only a few players?
• Have payment arrangements been clear and reliable?

Recruiting has always involved promises about development, playing time and opportunity. NIL adds another category where families need to listen carefully, ask follow-up questions and distinguish between a possibility and a commitment.

NIL Is Only One Part of Your Value as a Recruit

College coaches still need athletes who can help their programs.

Athletic ability, academics, position, roster needs, character, work ethic, and fit all matter.

The NCAA’s recruiting guidance still emphasizes the fundamentals of recruiting: exposure, communication with coaches, academics and understanding the rules that apply to your sport and division.

For most high school athletes, the best recruiting strategy still starts with developing as a player, identifying schools that are a realistic athletic and academic fit and communicating directly with coaches.

If NIL opportunities eventually come with that, they can be a valuable part of the college experience, they just shouldn’t convince an athlete to choose a place that wouldn’t otherwise make sense.

The recruiting landscape may be more complicated now, but the central question hasn’t changed much: Where are you most likely to develop, contribute and have a college experience you’re happy with?

NIL can be part of that answer but it doesn’t have to be the whole answer.