In 2021, college athletics took a major turn with the introduction of NIL, Name, Image, and Likeness. The idea was simple and fair: if schools and sponsors were profiting off athletes’ names on jerseys and highlight reels, then the athletes themselves should also share in the rewards. After all, they’re the ones putting in the work.
At first glance, it sounded like a win-win. But what started as a step toward fairness has quickly spiraled into something very different. Instead of leveling the playing field, NIL has tilted it even further.
The New Reality: Pay-for-Play
What we’re seeing now is essentially a “pay-for-play” atmosphere with little oversight and no competitive balance. Big schools with deep pockets are landing the biggest stars, while smaller programs are left scrambling.
Take last year’s example of the Army Black Knights. They earned a championship and a spot in a bowl game against Marshall, a match up that should have been evenly balanced. But right before the game, Marshall’s best players jumped into the transfer portal for better NIL opportunities. The team withdrew, Army had to face a hastily arranged replacement, and what could’ve been a great game lost all of its excitement. Army earned better than that.
Big Deals, Bigger Disparities
The numbers being tossed around are staggering. Carson Beck transferred from Georgia to Miami for a reported $4.5 million NIL deal. Arch Manning and Shedeur Sanders? Each sitting on deals north of $6 million.
And it’s not just about the size of the checks. Male athletes are overwhelmingly landing the bigger endorsements, while female athletes—who work just as hard—are being left behind. What was meant to create opportunity is instead widening existing gaps.
Nick Saban Might Have a Point with NIL
Even Nick Saban, who’s seen more than his fair share of powerhouse recruiting, has voiced concern. He calls NIL a system where “the rich get richer, the poor get poorer.” That’s not just bad for athletes and schools—it’s bad for fans. Because if every matchup feels lopsided, people won’t want to watch. And if people stop watching, the whole system crumbles.
Back to Common Cents
Here’s the bottom line: NIL began with fairness in mind, but it’s drifting into territory that undermines the very spirit of college sports. Common sense tells us that athletics thrive on competition, balance, and heart—not just dollar signs.
So as we head into another weekend of football, let’s enjoy the games for what they’re meant to be: a celebration of skill, teamwork, and passion. And let’s use a little common cents while we’re at it.
A special thanks goes out to Dr. Nicole Levering for her professional insight into this evolving landscape of collegiate athletics.
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Photo by Jack Biddinger
