You pick up your phone for the first time in the morning, and you’re scrolling through social media, wondering what’s going on in college sports. As you click on your favorite account, the first post that comes up is yet another transfer leaving their school for millions of dollars somewhere else. It’s a trend that keeps on giving and you don’t know if it will ever stop. It makes you think that the small schools around this country don’t stand a chance in this new era of collegiate athletics.
For over half a decade, college athletics have been altered entirely with the “Name, Image, and Likeness” effect, which is better known as “NIL.” Some may believe that the most popular student athletes making more can be beneficial going into their professional careers. However, even with a big image, it makes college sports feel more corporate to the fans eye. Today’s college athletes are making more than what they should be.
Experts in the NCAA have noted how the transfer portal has become a big problem for the athletes trying to seek NIL money, such as editors of SportsEpreneur, a digital sports media brand that focuses on the NIL.
“A 2022 survey found that 90% of athletic directors expressed concern about NIL, believing an unregulated NIL market, coupled with transfer rule changes, would lead to more scandals and unfair recruiting tactics.” The Editors of SportsEpreneur, a digital sports media brand with a based focus on NIL said.
But it is not just the athletes that are the focal point, the coaches whose goal is to recruit are faced with a tough task when it comes to bringing in certain players, and lately, it has created an issue.
“In 2022, TCU head football coach Gary Patterson lamented that he risks losing 25 to 30 players per year due to NIL-related transfers.” SportsEpreneur said.
Yes, most people would want to take millions of dollars to transfer somewhere else. But these athletes are still in their early 20s. It raises the question of whether these students are financially responsible. Studies from Brian Curcio, a writer for Forbes Magazine, show the struggle that some athletes face.
“Look at the NFL, where more than 15 percent of players, long out of college, declare bankruptcy within a decade of retirement. NIL deals are happening before students receive a diploma.” Curcio said.
Even with big colleges having all of this NIL, the biggest reason these athletes even have the option of NIL in the first place is because of how they performed in high school. Many have performed to an amazing standard to be where they are today, and every single one of those athletes deserve the praise they get.
But, reiterating, these athletes are still in high school. Even if they are legal adults, and are senior, it creates an ethical concern that these students are able to get this money, these deals, and endorsements when they are only about to enter college.
The averages in 2025 were at an all time high, with the top tier programs like Ohio State estimating at around 35 million dollars spent on their roster. And with Texas Tech making the headlines as they spent 28 million dollars on their transfer portal class. College Networth has calculated that in total, the estimated NIL payments were a whopping 11 million dollars per team. Total costs with entire rosters averaged up to 26 million dollars.
On top of all of this, the top athletes in 2025 had earnings between 3 million and 10 million dollars. With the top valuations being Arch Manning, the starting quarterback at Texas University as he was endorsed for 6.8 million, and Carson Beck, quarterback at the University of Miami which endorsed 4.3 million.
As NIL continues to grow throughout the years, The country is starting to see that the smaller schools are being zoned out in favor of the predominant schools, including schools from the SEC, Big Ten, and ACC. Professionals should look more into giving more NIL money to some of the smaller schools in the country. It doesn’t have to be the same price as the big universities, but if there are opportunities, it would be extremely beneficial for the future of NIL.
