In July 2021, name, image and likeness (NIL) rules and laws opened the door for college athletes to make money for the first time. It did not take long for them, or brands, to capitalize.
The past year, however, has also demonstrated swift changes in the NIL market. Yes, the biggest names remain the most marketable in both men's and women's basketball. But, it turns out, national brands have not been as influential as local and regional sponsors for most college athletes.
What does that mean? Athletes with millions of followers are still getting paid. But the the rest of the field benefits, too, thanks to a combination of elite basketball skills, a sizable social media following, an affiliation with a program or market with a strong economic engine and their future potential.