NIL Works Best When the Athlete Comes First
Why This Matters to Grit Sports
At Grit Sports, we empower athletes and their families with the knowledge, tools, and confidence to navigate their sports journey to playing at the collegiate level. Name, Image, and Likeness (NIL) is one of the most significant changes in college athletics in decades. It offers incredible opportunities but also introduces new complexities that can distract athletes from what they do best: competing and growing. This conversation is at the heart of our mission: ensuring athletes have a voice, clarity, and a fair shot at the benefits they have earned.
Putting the Athlete at the Center
NIL rules have reshaped the landscape of college sports. For the first time, athletes can legally profit from the value they create. Yet in the rush to define, regulate, and implement NIL, athletes (the very people it was designed to help) are now left waiting as others debate the rules.
Throughout my career in technology, one principle has never steered me wrong: focus on the end user, and success follows. In NIL, that ‘end user’ is the athlete.
What “End User First” Looks Like in NIL
In business, designing for the end user means asking a simple question before every decision: Will this make life better, easier, or more successful for the people we serve?
For athletes navigating NIL, that could mean:
Streamlined processes to secure deals without unnecessary legal or administrative delays.
Clear guidance on rights and obligations so they do not need to pay multiple intermediaries just to understand the basics.
Systems that minimize the cost of access so athletes keep more of what they earn.
If a proposed change or rule fails this test, it is a signal that priorities might be misaligned.
When NIL Misses the Mark
The NIL ecosystem is still evolving, and that is part of the challenge. Right now, the process can be slowed by well-intentioned measures that ultimately create friction for athletes.
Regulation Thresholds That Do Not Match Reality
NIL GO was designed to bring oversight and standardization to the NIL marketplace, but its $600 reporting threshold raises questions. For some athletes, that number represents a single appearance or social post. Requiring formal reporting and compliance processes for every deal at or above that amount may protect the system, but it can also slow athletes down with administrative tasks for relatively small sums. In business, this would be the equivalent of requiring a full audit for every minor sale, a burden that can outweigh the benefit.
State-by-State Variance
Athletes’ rights and responsibilities can vary dramatically depending on where they live or attend school. A Texas athlete’s NIL landscape may look completely different from that of an athlete in California or Florida. This patchwork approach creates confusion, adds legal complexity, and often forces athletes to hire costly advisors just to navigate the rules. In effect, geography becomes a barrier to opportunity, something athletes have no control over.
Missing the Market Window
Many NIL opportunities are tied to moments of peak visibility, such as a championship run, a breakout game, or a viral highlight. Delays caused by lengthy approvals or multiple layers of gatekeepers can mean athletes miss their most marketable moment. In business, missing a product launch window can mean losing market share; in sports, it can mean missing the only time an athlete’s name is in the national conversation.
These are not just inconveniences. They can meaningfully reduce the earning potential NIL was meant to unlock. While each measure has its reasons, the combined effect is a slower, more complex process for the very people NIL was designed to help.
Why NIL Is Worth the Effort
Despite its growing pains, NIL has the potential to be transformative. Done right, it:
Rewards athletes for the value they generate on and off the field.
Provides financial support that can help pay for their education. For many athletes, the demands of their sport are the equivalent of a full-time job, making NIL a valuable resource for covering tuition and other expenses.
Encourages entrepreneurial thinking and personal brand development, which are valuable skills they will carry with them post sports.
Levels the playing field for those who may not go on to professional sports but can still benefit from their time in the spotlight.
The key is ensuring that as the system matures, we keep athletes at the center, not buried under a mountain of inefficiency.
A Question for Every NIL Decision
Everyone involved in NIL, from governing bodies to schools, brands, and advisors, has a responsibility to ask one question before making a decision:
Will this make it easier, faster, and fairer for athletes to benefit from their name, image, and likeness?
If we keep that as our north star, NIL can live up to its promise. If we do not, we risk creating a system where the opportunity exists in theory but remains out of reach in practice.
Closing Thought
NIL is not just a legal framework. It is a chance to invest in athletes’ futures, but only if we build it with them in mind from start to finish.
Some Questions Every Athlete Should Ask Before Signing an NIL Deal
1. How much will I actually keep?
• After legal fees, taxes, and any other costs, what is my real take-home?
2. How long will it take to get paid?
• Is there a clear payment timeline in the contract?
3. What am I committing to?
• Are there deliverables such as social posts, appearances, or exclusivity clauses I must fulfill? How much of my time will this take?
4. Does this deal affect my eligibility or conflict with school rules?
• Have I checked both state law and school/NCAA compliance? Does my school have a compliance officer who could help me?
Grit Sports does not provide NIL legal advice, but we do believe athletes benefit from staying informed. A good rule of thumb: NIL rules are always evolving, so athletes should seek guidance from the right experts.
