Athletes as Brands: How Student-Athletes Are Marketing Themselves in the NIL Era

There have been big changes in college sports in the past few years, but they happened online instead of on the field. The NCAA's move in 2021 to let athletes make money from their Name, Image, and Likeness (NIL) has changed the significance of student athletes. They are now personal brands as well as opponents.This change means a lot more to an athlete than just a few extra dollars. It's part of a larger change in how college players deal with their public identities, their long-term careers, and their fans. The "athlete-as-entrepreneur" trend is on the rise, and it's changing everything about college sports, from the locker room to the explore page.Before the NIL regulations were changed, college players could not legally make money off of their popularity or status. That meant they couldn't get advertising deals, paid social media posts, or personal brand ads, even if they had a lot of online fans. People who didn't agree with the rules said they were unfair and out of date for years, especially since college sports brought in billions of dollars. As soon as the NIL decision was made public, everything changed. 

As someone who works directly with the CU Boulder Football Team, we have to go through a lot of training and meetings to make sure that everyone, staff and players are following the NIL Rules and Regulations.

These days, the most successful student players don't just do well on the field or court, they also build businesses around themselves on social media and in relationships. Olivia Dunne, a gymnast at LSU, is said to make more from her endorsements and material than some professional sports. Graduated quarterback from the University of Colorado, Shedeur Sanders signed several six-figure deals. In the digital age, personality and appearance are just as important as achievement. 

So how exactly do college players sell themselves? From short videos on TikTok and Reels to lengthy vlogs on YouTube, players are making videos that let fans see into their daily lives. This doesn't mean that everything is very smooth or businesslike. In fact, the best material for athletes is often relaxed, honest, and even funny. Audiences are interested in real content, like training videos behind the scenes, Q&As in the dorm room, or understandable rants about combining practice and classes.

Another important thing is consistency. When players build strong online names, they often keep their style and voice consistent across all of their platforms. They know that branding isn't just about selling; it's also about telling a story. This can be done through color schemes, tone, or values. Because they are always the same, brands looking for trusted, professional partners are more likely to choose them. Fans also trust the player more because they feel like they know them better as a person.

There are some problems with the rise of athletic marketing. Some players have been accused of putting their own image ahead of working with the team. Others are just starting out and have a lot of legal and financial responsibilities. Athletes don't all get the same help or chances. Many people find it hard to build their personal brand while also managing a grant and schoolwork.

These days, college sports are more about talking to each other than competing. The goal is to learn how to find an audience, write a story, and keep it going. The players of today are building jobs outside of sports by starting exercise brands, podcasts, or social media pages.

This movement is about agency, not profit. This is about players taking responsibility for their stories, worth, and venues. Even players can learn a lot.Today, student players who are building brands show us what's possible in a digital world where being seen means having potential.