What’s at stake

Up until 2022, high school athletes aimed to earn full ride scholarships and play in front of large crowds, with the goal of securing a free college education and athletic experience. Now, with the legalization of Name, Image, and Likeness (NIL) rights, athletes can also earn substantial income by endorsing luxury brands, magazines, and other high-profile companies. This means they can enjoy their collegiate sports experience while potentially making five, six, or even seven figures through lucrative deals. The stakes have risen, offering not just scholarships and fame, but significant financial opportunities as well.