Hey All-Stars and Brand-Builders,
Welcome back to The Helm, where we cut through the noise and deliver the insights that matter in the rapidly evolving NIL landscape.
This week has been nothing short of seismic. While you were focused on your training and studies, the NIL world experienced multiple earthquakes that will reshape the game for years to come. From Congress making moves on federal legislation to record-breaking deals that are rewriting the rulebook, we’re breaking down what it all means for YOU.
Let’s navigate these waters together.
The Federal Government Continues to Flex: National NIL Standards on the Horizon
The Headline: Congress is advancing a bipartisan NIL reform bill that could establish the first national standard for name, image, and likeness compensation.
What Happened: The House Energy and Commerce Committee pushed forward legislation this week that would allow schools to pay athletes directly while establishing guardrails around compensation. The current SCORE draft doesn’t include explicit earnings caps, though it does authorize the Federal Trade Commission to oversee NIL enforcement, potential future restrictions remain theoretical. The bill faces opposition from some Democrats and professional leagues, but momentum is building toward passage before the 2026 National Championship.
Why It Matters: As we’ve written about ad nausea, NIL operates like the Wild West, with fifty different state laws creating confusion, inequality, and exploitation. Some athletes in restrictive states watch opportunities pass them by while competitors in NIL-friendly states cash in (example: last week’s store about the law suit against the state of Ohio). This federal framework could level the playing field or create new complications, depending on the final language.
🧭 Navigator Breakdown: What This Means for You
The Good News:
Standardization could eliminate the state-by-state patchwork that currently disadvantages athletes in restrictive regions
Direct school payments would create more predictable income streams beyond volatile booster collectives
Legal clarity might reduce the predatory contracts that exploit athletes’ lack of legal knowledge
The Concerns:
Federal regulations could impose caps or restrictions that limit your earning potential
Antitrust provisions might complicate existing collective agreements
The bill’s timeline and enforcement mechanisms remain unclear
Your Move: Stay informed, but don’t panic. Federal legislation typically takes time to implement, and current deals remain valid. However, this is the moment to ensure your existing contracts have flexibility clauses and aren’t locked into terms that might become obsolete under new federal law.
🧠 Coach’s Corner: The athletes who thrive during regulatory transitions are those who’ve built diversified income streams. Don’t put all your eggs in one collective’s basket.
The NIL Elite: Understanding College Sports' New Millionaire Class
If you're trying to wrap your head around how college athletes are now making millions before they ever go pro, you're not alone. NIL has created something nobody saw coming just a few years ago: a genuine elite class of college athletes whose earning power rivals professional rookies.
Let's break down what's really happening at the top of college sports' new economy.
What Makes Someone "NIL Elite"?
Think of the NIL Elite as the top 1% of college athletes—the ones commanding multi-million dollar valuations through a combination of factors that platforms like On3 track weekly:
Brand partnerships with major companies (Nike, Red Bull, EA Sports)
Social media influence (hundreds of thousands of followers)
On-field performance that keeps them in the spotlight
Marketability that transcends their sport
As of today, October 27, 2025, total NIL spending across college sports has surpassed $1.6 billion annually. But here's the thing: the elite are capturing a wildly disproportionate share of that pie.
The Current Top Tier
Football's Quarterback Kingdom
Football dominates the NIL Elite, and it's not particularly close. QBs and skill players hold roughly 80% of the top spots, driven by the sport's massive TV audiences and revenue-generating power.
Cam Ward (Miami, QB) - $4.9M: The current valuation leader transferred from Washington State with a rumored $3-4M collective package, plus major deals with Chipotle and Powerade. He's the perfect example of how the transfer portal has become a free-agent marketplace.
Arch Manning (Texas, QB) - $4.7M: Here's what sets Arch apart—he's not taking collective money. His valuation comes purely from brand partnerships with Red Bull, Warby Parker, and EA Sports. Being Peyton and Eli's nephew doesn't hurt, but he's leveraged that legacy into genuine business deals.
Jeremiah Smith (Ohio State, WR) - $4.2M: The national championship contributor shows why social media matters. His 534K Instagram followers translate directly into deals with Uber Eats and Hollister. Performance plus digital influence equals serious money.
AJ Dybantsa (BYU, Basketball, SF) - $4.1M: The lone basketball player cracking the overall top five as a freshman. With 542K Instagram followers, he's proving that the right combination of talent and social presence can compete with football's built-in advantages.
Garrett Nussmeier (LSU, QB) - $3.8M: The SEC passing leader turned down the NFL Draft to maximize his NIL upside. That's the new calculus—sometimes staying in college makes more financial sense than going pro.
Cade Klubnik (Clemson, QB) - $3.4M: Another player who returned from Draft eligibility, securing partnerships with EA Sports and Rhoback. The pattern is clear: elite QBs are betting on themselves in the college market.
Drew Allar (Penn State, QB) - $3.1M: Chose development and NIL money over early entry. His strong social engagement drives his valuation beyond just on-field stats.
Sam Leavitt (Arizona State, QB) - $3.1M: Draft-eligible but returned, becoming a rising star in NIL projections.
Bryce Underwood (Michigan, QB) - $3.0M: The only true freshman in the top ten, reportedly securing a $12.5M deal. Think about that—a teenager negotiating an eight-figure contract before taking his first college snap.
Dillon Gabriel (Oregon, QB) - $2.8M: Transfer portal success story with Panini card deals and emerging apparel partnerships.
The Women's Revolution
Women athletes are rewriting the NIL playbook, proving that social media savvy can overcome traditional revenue disparities between men's and women's sports.
Livvy Dunne (LSU, Gymnastics) - $3.5M: The queen of college athlete NIL with 13.5 million social media followers. Her partnerships with American Eagle, Grubhub, and Nautica demonstrate that massive digital reach can generate elite valuations regardless of sport.
Paige Bueckers (UConn, Basketball) - $2.8M: The 2,000-point scorer combines elite performance with major brand appeal through Gatorade and Nike partnerships. She's proving that basketball stars can compete at the highest NIL levels.
Flau'jae Johnson (LSU, Basketball) - $2.2M: A unique athlete-rapper hybrid who's carved out her own niche. Her Beats by Dre partnership shows how athletes with multifaceted talents can maximize their market value.
Haley Cavinder (Miami, Basketball) - $2.0M: Part of the twin influencer duo that turned social media prowess into serious earning power. The Cavinders represent the new athlete-entrepreneur model.
Here's something critical to understand: social media isn't just helpful for NIL: it's often decisive. Athletes with strong digital followings see 20-30% valuation boosts. That's real money tied directly to Instagram engagement, TikTok virality, and consistent content creation.
For today's college athletes, building your brand online isn't optional anymore. It's part of the job.
The Reality Check: Taxes and Pressure
Before anyone gets too starry-eyed about million-dollar valuations, here's the sobering reality: Forbes estimates that top earners like Arch Manning face over $1.5 million in federal taxes alone. Elite NIL earners need financial advisors, tax professionals, and business managers—essentially operating like professional athletes while maintaining "amateur" status.
And those valuations? They're volatile. A bad performance, an injury, or even just a slow social media week can shift rankings. The pressure to maintain both athletic excellence and digital engagement is intense.
Two Paths to the Top
Interestingly, there are two viable routes to NIL Elite status:
The Collective Route: Programs like Texas, Thee Ohio State, and Miami invest $20M+ annually through collectives, creating massive recruiting and retention advantages.
The Independent Brand Route: Athletes like Arch Manning thrive on personal brand partnerships without collective money, proving that individual marketability can rival institutional backing.
Neither path is inherently better, they just require different approaches to building value.
What This Means for College Sports
The NIL Elite isn't just about some athletes making serious money. It's fundamentally reshaping college athletics:
Recruiting has become contract negotiation
Transfer decisions hinge on NIL opportunities as much as playing time
Program competition now includes collective funding and brand partnership access
High school prospects are signing pre-college deals, entering campus as established brands
The Stratification of NIL
These mega-deals reveal an uncomfortable truth: NIL is creating a new hierarchy within college athletics. Here’s what the data shows:
Tier 1 (The Elite): $5M+ valuations
- High-profile QBs at major programs
- Top basketball recruits with shoe deals
- Women’s sports superstars with massive social followings
Tier 2 (The Professionals): $100K-$1M
- Starting athletes at Power 5 schools
- Social media influencers with authentic engagement
- Athletes in high-visibility sports with strong personal brands
Tier 3 (The Grinders): $1K-$100K
- Role players leveraging local opportunities
- Athletes building sustainable small-business partnerships
- Non-revenue sports participants with niche appeal
Tier 4 (The Majority): Under $1K or zero
- Most college athletes, especially in states with restrictive laws
- Athletes without developed personal brands
- Those who haven’t learned to monetize their platform
The Bottom Line
The NIL Elite represents a complete transformation of what it means to be a college athlete. These athletes aren't just playing sports and going to class, they're running businesses, managing brands, and navigating financial decisions that would challenge most adults.
Whether this is the evolution college sports needed or a step too far from amateur athletics depends on your perspective. But one thing is undeniable: for the athletes at the top, the NIL era has created opportunities that previous generations could only imagine.
And for everyone watching? We're witnessing the birth of a new model where college athletes can build wealth, business acumen, and professional brands before ever signing their first professional contract. The NIL Elite aren't just playing the game—they're changing it entirely.
High School NIL: No Longer the Exception, Now the Rule
Remember when a $50,000 high school NIL deal made headlines? That was 2022. That was a lifetime ago in this space.
By late 2025, six-figure multi-year deals for elite high school football and basketball prospects have become standard operating procedure. We're watching national brands and university-affiliated collectives actively courting 16 and 17-year-olds, essentially positioning themselves years before these athletes ever step on a college campus.
The numbers tell the story: Over 30 state high school athletic associations (plus D.C.) have approved NIL rules for prep athletes. The domino effect that began cautiously just a few years ago is complete. The debate has shifted from "should this be allowed?" to "how do we regulate this?" and "what does this do to competitive balance?"
The Opportunity Side
The upside is real and life-changing for some families:
Early Brand Development: Athletes are building professional brands three to four years earlier than any previous generation, learning business fundamentals while their peers are just figuring out part-time jobs.
Financial Access: For families who couldn't previously afford elite training, travel teams, or academic support, these deals are removing barriers that once made high-level competition impossible.
Professional Experience: Working with agents, lawyers, and marketing teams before turning 18 creates a sophistication that compounds over time.
The Risk Side (It's Significant)
But let's be clear-eyed about the dangers:
Recruitment Inducements: The line between legitimate NIL and pay-for-play recruiting bribes remains murky despite new NCAA regulations. This is the single biggest integrity concern in the space.
Exploitation: Too many minors are signing long-term contracts with unfavorable terms, exclusivity clauses that box them in, and deals that sound great upfront but restrict future opportunities worth exponentially more.
Mental Health Strain: Athletes report increased pressure to perform for sponsors, not just on the field, but on social media. Imagine managing brand obligations, engagement metrics, and content creation while trying to develop as an athlete and maintain academic eligibility.
The High School Transfer Portal: Yes, it's real. Athletes are openly shopping for schools in states with better NIL rules or stronger collective connections. The college transfer culture has trickled down to prep sports.
Critical Advisory: Protecting Your Future
If you're considering a high school NIL deal, here's what's non-negotiable:
Independent Legal Counsel: Do not use an attorney recommended by the entity offering the deal. Period. You need someone working exclusively for your interests.
Scrutinize Exclusivity: Any clause that could limit college or professional opportunities must be examined with extreme skepticism. A high school deal cannot conflict with future university partnerships or professional options.
Think Long-Term: A $10,000 high school deal with restrictive terms could cost you millions in future earnings. Your development and flexibility matter more than immediate cash.
The House v. NCAA Settlement: The Game Changed in May 2024
While high school NIL was evolving, the college landscape underwent a complete revolution that fundamentally ended amateurism as we knew it.
What Happened
In May 2024, the NCAA and Power 5 conferences agreed to the House v. NCAA settlement. As of October 2025, we're in the chaotic implementation phase, and it's reshaping everything.
The Settlement Basics:
$2.77 billion in back pay to Division I athletes who played from 2016 onward
Direct revenue sharing where schools can now pay athletes directly—not through collectives, not through boosters, but as a line item in the athletic department budget
$22 million annual cap per school from broadcast and ticket revenue for schools that opt into the model
The New Problems Nobody's Solved
Title IX Distribution: How schools allocate $22 million between men's and women's sports is the most explosive question in college athletics right now. Lawsuits are already being filed, and this will dramatically affect actual athlete compensation.
Collectives Still Matter: They're not disappearing—they're evolving. Collectives will operate in addition to direct school payments, focusing on "true" NIL marketing deals and supporting athletes beyond the revenue-sharing cap.
Financial Strain on Athletic Departments: Many departments were already operating in the red. Funding $22 million annually plus back-pay damages is leading to cuts in non-revenue sports across the country.
Roster Limits: Cost-control measures include new roster size limits, creating tension around who gets paid and who gets cut.
The Tri-Revenue Model: Understanding Your New Reality
Here's what fundamentally changed: student athletes no longer operate with one potential income stream. They now navigate three:
Direct School Pay (from the revenue-sharing cap)
NIL Deals (from collectives and brands)
Academic Awards (Alston-related payments up to $5,980)
Your financial evaluation is no longer run through a subjective NCAA panel. It's determined by the free market and governed by the IRS.
Positioning for Success in the New System
What You Should Do:
Understand the Value Stack: Schools opting into revenue-sharing offer base compensation that schools opting out cannot match. This matters enormously when comparing programs.
Document Everything: For all NIL deals, you must provide genuine services—content, appearances, promotional work. Keep detailed records. The IRS is watching.
Track Engagement Metrics: Your social media performance, content reach, and audience growth are now part of your athletic resume. Brands and collectives want measurable ROI.
Hire a Tax Professional: You're navigating complex, multiple income streams. This requires a CPA familiar with athlete compensation, not DIY tax software.
What You Must Avoid:
Don't Confuse Payment Types: Direct school pay is for being an athlete. NIL is for marketing services. They're legally distinct and governed by different rules.
Don't Ignore Title IX Implications: Ask recruiting programs how they plan to distribute revenue-sharing funds. This directly impacts your financial reality regardless of your sport.
Don't Underestimate Collectives: With capped direct school pay, collectives become more critical for star players to maximize earnings.
Don't Sign Conflicting Deals: Your representation must analyze your total compensation package to ensure no agreements conflict with each other.
Looking Back, Looking Forward
As we close out 2025, we're witnessing a complete transformation of amateur athletics. High school athletes are navigating business decisions that would challenge most adults. College athletes are managing multiple income streams and complex tax situations. Athletic departments are restructuring entire financial models.
The athletes thriving in this environment aren't necessarily the most talented—they're the most informed, most strategic, and best protected by competent advisors.
Key Takeaways for 2026:
High school NIL is normalized but requires sophisticated legal protection
The House settlement implementation will continue creating uncertainty and opportunity
Title IX distribution fights will intensify and reshape program funding
The tri-revenue model demands financial literacy that few young athletes currently possess
Independent legal counsel and tax professionals are no longer optional—they're essential
The revolution isn't coming. It happened. The question now is whether you're equipped to navigate it successfully.
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Tap into this partnership and get your first contract analyzed by emailing [email protected]
The Final Whistle: Beyond the Headlines
This week’s developments aren’t just headlines, they’re inflection points that will define the next era of college athletics. Here’s how to stay ahead:
Immediate Actions:
Review your existing contracts for language around federal regulation changes
Diversify your NIL income streams beyond a single collective or sponsor
Build authentic engagement metrics to demonstrate fair market value
Document everything — content, appearances, deliverables, results
Connect with trusted advisors who understand the regulatory landscape
Long-Term Strategy:
Build a brand beyond your sport that creates value independent of your jersey
Focus on engagement over followers - brands care about influence, not just reach
Develop transferable skills in content creation, business development, and personal branding
Stay educated on policy changes at the federal, state, and institutional levels
🧭 Navigator Truth
In a week where an 18-year-old secured $7 million before enrolling and Congress debated nationalizing NIL standards, one truth emerged clearly: the rules are being rewritten in real-time, and the athletes who understand the game will own their futures.
NIL isn’t a distraction from your athletic career, it’s preparation for everything that comes after. The negotiation skills, brand management, financial literacy, and strategic thinking you develop now will serve you whether you play professionally, enter the business world, or build your own venture.
The question isn’t whether NIL will change again, it will. The question is whether you’ll be ready.
Game on,
The NIL Navigator Team
💬 Pay it forward: Share this newsletter with an athlete, coach, or parent who wants to level up their NIL game
The Helm Newsletter is published weekly for athletes, parents, and coaches navigating the modern student-athlete sports landscape. Have a topic suggestion or question? Reach out to us at [email protected]
Disclaimer: NIL Navigator provides general information and education, not legal advice. For legal matters, please consult a qualified attorney.
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