How NIL Is Poised to Redefine Advertising in the Coming Years

Texas Longhorns quarterback Arch Manning against the Clemson Tigers during the CFP National playoff first round at Darrell K Royal-Texas Memorial Stadium. / Mark J. Rebilas-Imagn Images

The concept of NIL—allowing college athletes to profit off their Name, Image, and Likeness—has already made big waves in college sports. But its implications reach far beyond athletics: NIL is reshaping advertising itself. As the rules, technology, audience expectations, and regulatory environment evolve, NIL is becoming a major vector through which brands, athletes, schools, and fans interact—and through which the ad world is being reimagined.

What Is NIL, at a Glance

Just to set the stage:

• Prior to roughly 2021, many U.S. NCAA rules prevented student-athletes from being paid for endorsements, use of their image in commercial settings, or profiting from “outside” marketing deals. Taylor Strategy+3Temple Now+3Nixon Peabody LLP+3

• Since the policy shifts, student-athletes have been able to partner with brands, monetize social media content, secure local endorsements, create personal merch, etc. Temple Now+2Arm Candy+2

This essentially opens up an entirely new class of influencers—people with large reach, built-in audiences, unique stories, regional or school loyalty, etc.—who must be considered in marketing strategies.

Key Trends: How NIL Is Already Changing Advertising

Here are a few of the shifts we’re seeing already, that signal how advertising is being altered:

1. More Authentic & Localized Influencer MarketingCollege athletes often have strong community ties—student bodies, alumni, local fans—but also increasingly strong social media followings. Brands that work with NIL athletes can tap into those tight-knit audiences, with more authentic messaging. Arm Candy+2Temple Now+2

2. Brands Experimenting with Novel CampaignsWe’re seeing more creativity in how NIL is used. Not just traditional endorsements, but storytelling, personal branding, personality, humor, “off the field” content, etc. For example, campaigns that lean into what the athlete is already saying or doing, rather than forcing them into generic “sponsor speak.” Influencer Marketing Factory+3Taylor Strategy+3Arm Candy+3

3. Increased Institutional & Media PartnershipsUniversities, athletic departments, and external partners are building infrastructure to support NIL: compliance, media rights deals, collective partnerships, platforms that help manage athlete brand work. E.g. deals for multimedia rights which include NIL activation. Houston Chronicle+2Nixon Peabody LLP+2

4. Brand Alignment, Athlete Persona, and Storytelling Matter MoreBecause the “athlete as influencer” model depends heavily on authenticity, things like an athlete’s values, personality, story, and off-field behavior are more important. If there's misalignment, it can backfire. Influencer Marketing Factory+1

5. Regulatory and Ethical Considerations Gaining UrgencyWith different states, schools, and the NCAA setting varying rules, brands and athletes need to navigate a patchwork of policies. Issues like pay-for-play, recruiting, ensuring that deals are fair and transparent, managing conflicts of interest, etc., are front and center. Arm Candy+3Temple Now+3LSU Scholarly Repository+3

What NIL Means for the Future of Advertising

Looking forward, NIL could lead to deeper structural shifts in how advertising is done, particularly in sports/adjacent marketing—but also in more general influencer/brand work.

Here are some potential directions:

1. Expansion of the “Athlete as Creator” EconomyMore athletes will treat their name/image as a brand. They’ll produce content like creators: social media posts, podcasts, videos, merch, perhaps even mini-documentaries. Brands will shift from seeing them as just endorsers to content partners, co-creators.

2. Micro and Macro Segmentation in EndorsementsBrands will use both big names (for national reach) and micro-athletes (for local engagement). The micro level can be very powerful: regional brands, campus businesses, local events will see value in working with athletes who have smaller but highly engaged followings.

3. More Sophisticated Measurement & ROI AnalyticsBrands will demand better metrics—beyond likes and shares: reach, engagement, influence on brand perception, conversion, how an athlete’s authenticity contributes to long-term loyalty. With NIL, there's more pressure to quantify value.

4. More Long-Term Partnerships & Branding DealsInstead of one-off posts, brands will prefer ambassadorships or multi-year deals where the athlete becomes a more consistent face of the brand. This allows building deeper stories, familiarity, trust.

5. Content Ecosystems around College SportsAs NIL matures, there will be more content built around college athletics beyond the games themselves: behind-the-scenes, lifestyle, training, academic life. Brands will use this content for storytelling, building connection.

6. Changing Media Rights and Revenue ModelsBecause NIL deals are linked with institutional media rights, streaming, broadcasting, social platforms, we may see new revenue sharing models. Schools or collectives may partner with brands or platforms differently. For example, universities licensing their content/media packages in ways that incorporate NIL activations directly. Taylor Strategy+2Nixon Peabody LLP+2

7. Potential for Saturation and DifferentiationAs more athletes and brands get involved, there’s a risk of the market becoming crowded. Not all partnerships will be meaningful. “Noise” may increase; so differentiation via creative storytelling, true alignment, and niche focus will matter more.

8. Regulation, Standardization, and Ethical ExpectationsOver time, there’s likely to be more standardization (maybe at the federal level or via industry bodies) in what counts as permissible NIL contracts, what disclosures are needed, what conflicts are allowed, how schools manage oversight. Also, ethical expectations will rise: audiences will call out inauthenticity, misuse, or unfair deals.

What Brands and Marketers Should Be Doing Now

To not just react, but get ahead, here are strategic recommendations:

• Map out the ecosystem: Understand local regulations (state laws, university policies), the athlete’s obligations, and what NIL collectives or compliance bodies are doing.

• Find alignment, not just reach: Choose athlete partners whose values, behaviors, audience align with your brand. Authenticity is now a key currency.

• Think in terms of storytelling, not just advertising: Co-create content that merges the athlete’s own voice with the brand’s identity. Let the athlete’s persona shine. Audiences respond more when they feel real connection.

• Invest in infrastructure: Internal processes for contract review, compliance, measurement tools, content production, and long-term relationship building will pay off.

• Be nimble and timing-aware: Some athletes become hot (socially, in performance) very quickly—classic breakout stars. Brands that are ready to move fast can capitalize on that momentum.

• Measure deeply and holistically: Monitor metrics around engagement, brand lift, sentiment, sales—not just impressions. Also consider long-term effects, like loyalty or awareness.

• Consider community-level partnerships: Local businesses, campus brands, or regionally focused campaigns can benefit greatly from NIL activations that resonate with nearby fan bases.

• Stay ahead of regulation and ethics: Be transparent about deal terms; ensure compliance; be aware of potential controversies (e.g., political endorsements, gambling, etc.). Know the expectations from both universities and the public.

Risks & What Could Hold It Back

To have a realistic take, here are things that may limit the full potential of NIL in advertising:

• Uneven distribution of value: Big-name athletes or those in revenue sports (football, basketball) tend to get most NIL deals. Lesser-known athletes or those in smaller sports may be left behind. Temple Now+1

• Regulatory uncertainty: Because rules differ state by state, college by college, and law may evolve, there’s risk for both athletes and brands if deals run afoul of policy. Lawsuits, NCAA or school discipline, etc., could complicate things.

• Brand fatigue and audience skepticism: As more athlete endorsement content floods feeds, consumers may become more discerning (or cynical). If a partnership feels inauthentic, brands (and athletes) risk backlash.

• Talent management bandwidth: Athletes are first students, then athletes. Time, energy, stress, and expectations can be a burden; not all athletes will be able to manage content creation, brand obligations, etc., well.

• Valuation challenges: What is a fair price for NIL? With so much variability, brands might overpay or get little return. Also, comparables are inconsistent.

Why NIL Is Fundamental to Advertising’s Future

NIL isn’t just a footnote in college sports—it’s a structural shift in how influence, endorsement, media rights, and personal branding work. Advertising in 5-10 years will increasingly integrate athlete voices, not as adjunct but as central parts of campaigns.

For brands, this means opportunity: to connect more authentically with audiences, reach new demographics, tap into regional or school pride, and tell more engaging stories. It also means responsibility: to do things ethically, authentically, and to build relationships (not just transactional deals).

Those who get ahead of the NIL era—who understand how to partner with athletes, navigate the regulatory landscape, and build lasting stories—are likely to win big. Others may find themselves playing catch up or getting lost in the noise.