Student-Athletes Are Entrepreneurs: How NIL Is Reshaping College Athletics

The landscape of college athletics has changed forever. With the advent of Name, Image, and Likeness (NIL) compensation, student-athletes are no longer just players on the field—they’re personal brands, businesses, and entrepreneurs. Colleges need to catch up.

The NIL Era: A New Reality

Since the NCAA lifted restrictions on NIL deals in 2021, student-athletes have been able to earn money from endorsements, sponsorships, appearances, and even launching their own product lines. While early headlines focused on high-profile names like Livvy Dunne, Shedeur Sanders, and Bronny James, the current generation of student-athletes is building on that momentum in real time.

Take University of Texas quarterback Arch Manning, who reportedly signed a multi-million dollar NIL deal before even taking a snap. LSU gymnast Chase Brock is active in NIL promotions with brands aligned to fitness and fashion. And the University of Miami’s Haley and Hanna Cavinder, who initially transferred, have returned to school and continue building their brand while playing basketball. These are students actively growing businesses while managing full academic and athletic schedules.

They’re doing all this while juggling intense physical training, travel, and coursework. That’s not just being a student or an athlete—that’s entrepreneurship. And just like business students are encouraged to intern with startups or launch side hustles, athletes deserve similar recognition and support.

Reframing the Role: Athletes as Interns

We don’t question a theatre major taking a role in an independent film or a music student touring with a band. Those experiences are seen as extensions of their education. Why should athletes be treated any differently?

Playing collegiate sports today is a real-world professional experience. What would we say if a business major landed a six-figure brand deal before graduation? We’d call them impressive. It’s time to do the same for athletes. When athletes manage NIL deals, negotiate contracts, and grow their brand platforms, they’re engaging in the same hands-on learning we associate with internships. Colleges should formally acknowledge this work—not as a side hustle, but as a core part of a student-athlete’s development.

From Sidelines to Strategy: The Business of Being an Athlete

Being a student-athlete today means learning how to pitch yourself to sponsors, read contracts, track performance metrics, and often manage a small team. It’s more than showing up for practice or game day. It’s strategy, it’s planning, it’s business.

And nowhere is that more visible than on social media.

Platforms like TikTok, Instagram, and YouTube are no longer optional—they’re essential. Student-athletes use them to engage fans, attract brands, and build identity. The most successful athletes don’t just post casually. They operate their accounts like digital media companies: planning content, understanding algorithms, tracking engagement, and collaborating with other creators.

Those who treat their social media presence like a brand empire are often the ones maximizing NIL opportunities. They aren’t just athletes—they’re content strategists, storytellers, and community builders. In short, they’re student-athlete entrepreneurs running full-fledged branding operations.

Colleges Must Build the Infrastructure

If colleges are serious about preparing athletes for life beyond sports, they need to embed entrepreneurship into athletic programs. A robust NIL curriculum should be standard—not optional.

This should include:

• NIL deal negotiation and contract literacy

• Personal finance and tax planning for student-athletes

• Social media marketing strategy

• Brand identity and management

• Intellectual property rights

• Business formation and legal basics

Some schools are leading the way. The University of Michigan’s “Champions Circle” program and the University of Arkansas’s “Flagship” initiative offer resources and education around NIL. But most institutions still treat this like a bolt-on. It needs to be baked into the system.

Athletic Departments as Startup Incubators

Imagine an athletics department functioning like a startup incubator. Athletes would have access to legal advisors, financial mentors, branding consultants, and even seed funding for their ventures. They’d graduate not just with degrees but with portfolios, brand assets, and real-world experience that translates into careers.

In many cases, this is already happening—but informally. Some athletes hire managers, work with agents, or partner with creators. Others are building teams on their own. Colleges have an opportunity—and a responsibility—to provide that support in-house, ensuring student-athletes are protected, educated, and set up for long-term success.

The Bigger Picture

The old argument against paying athletes hinged on maintaining “amateurism.” But that’s no longer the reality. College sports are a billion-dollar industry, and the athletes driving it are no longer just participants—they’re creators, influencers, and entrepreneurs.

Recognizing student-athletes as interns isn’t about lowering academic standards—it’s about meeting students where they are. It’s about valuing the work they’re already doing and helping them succeed both during and after their playing careers.

Whether they go pro or not, every athlete today is in the business of themselves. It’s time colleges supported that business like they mean it.

As NIL continues to redefine what it means to be a student-athlete, colleges must evolve. Recognizing NIL as real-world experience isn’t just fair—it’s essential. The future of college athletics depends on how well schools prepare athletes not just to compete, but to succeed as entrepreneurs, creators, and business leaders.

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