Enacted in 2021, the NCAA's Name, Image, and Likeness (NIL) policy allowed student athletes to capitalize on their personal brands, thereby revolutionizing college athletics. Even though athletes make a significant contribution to the multibillion dollar college sports business, they were not allowed to get compensation through endorsements, sponsorships, or any other commercial endeavors prior to NIL. 

Athletes can now strike sponsorship deals, star in commercials, and even produce and sell their own material on YouTube or social media. This move resolves long standing concerns about fairness because athletes were prohibited from earning money while colleges and the NCAA made large profits. Athletes in non revenue sports can also take advantage of NIL to market to specialized audiences. 

It does, however, bring with it new difficulties, such as juggling business, athletics, and academic obligations. Ultimately, NIL empowers athletes to take control of their economic futures while still in school.