The landscape of college athletics has shifted dramatically in recent years, with name, image, and likeness—or NIL—rights becoming a central issue for student-athletes across all divisions. While headlines often focus on the massive deals in Division I football and basketball, the reality touches athletes far beyond the national spotlight.
John Neese, vice president for athletics at Hardin-Simmons University, explains: "After all of these years where athletes, especially at the Division One level, were receiving minimal compensation for what they were doing… I think it was time for those athletes to receive some sort of compensation. I think, like with so many things, we went from zero to 100 very quickly, and I don't think there's any going back from it.”
Neese points out that NIL has expanded opportunities not just for elite athletes, but for students in smaller programs, though it introduces new complexities around compliance. “At a Division 3 school where so many of us wear different hats… I was very concerned about, A, how do we make sure people understand they're still in compliance with this? How do we track that compliance? And then, B, how do we educate people about what are the things that truly make up NIL?”
At Hardin-Simmons, he emphasizes the importance of education on compliance, "We're in our third year of working with a company called Open Door… they come on our campus twice a year and meet with all of our athletic teams and share with them what Open Door can do for them… but then they also share a lot of the education.”
NIL opportunities at smaller schools often take the form of sponsorships or product deals rather than large cash payments. "What I've seen for Division 3 is we've primarily had NIL deals for product then it's basically they're receiving some sort of trade out and merchandise or product for what they're doing on social media. We do have a handful of athletes who shared with me that they have received a monthly cash payment. It's not a huge amount of money, but for a college student, it's still nice to have.”
Despite the challenges, Neese sees NIL as increasingly important. "Even if students don't ever utilize the opportunities for NIL, I think they want to feel like they at least have the option to do it. You have the freedom, right?”
For student-athletes like Brennan Ramirez, a libero at Abilene Christian University, NIL has brought opportunities without disrupting the sense of team and family that defines her program. Ramirez traces her love of volleyball back to her early childhood, inspired by her sister and her father’s passion for sports. She describes her development through high school and the recruiting process, emphasizing that her focus has always been on enjoying the game.
"I honestly never really thought about recruiting when I was a freshman… I was just really enjoying volleyball. I was excelling mainly emotionally. I just loved it, I was doing great, so I felt great. I just played, I just had fun."
Ramirez began her career at the University of Texas, one of the top ranked teams in the country. With that comes a lot of experience and a lot of noise when it comes to NIL. She has played alongside talented teammates, some of whom benefit from NIL deals. She stresses that money hasn’t changed the core of the team.
"Absolutely not. At Texas, they're great girls and they all love God as well,” Ramirez said. "They just kept… rooted, and like Maddie Skinner, for example, amazing person. She's super sweet, not only good at volleyball, but she's also amazing while having a bunch of NIL deals. I just think she works hard for everything that she has and she's also a really good person. So I don't think it really changes.”
Ramirez sees NIL as a tool that enhances an athlete’s experience rather than defines it. For those like her, who are part of the 99% not receiving massive deals, the benefits are still meaningful.
"I feel like I could definitely categorize myself as the 99%… I think just really focusing on my job right now and then being able to slowly move into it. I definitely don't think an athlete needs to have a ton of NIL deals to be great… stats mean more than what you see on social media. NIL just builds onto confidence.”
She emphasizes that NIL can help alleviate financial stress, allowing athletes to focus on performance and personal growth, "College is also not cheap… being able to have sponsorships and get money, I think that is very beneficial to an athlete, especially people who weren't raised in an atmosphere where money was easier to access. I think it's super beneficial and it also helps you love the game and focus and perform without worrying about how to pay for things.”
The experiences of Neese and Ramirez reveal that NIL is not just a headline-grabbing phenomenon—it’s reshaping the college athletic landscape at every level. While elite athletes capture the most attention, programs small and large are navigating a world where student-athletes have new freedoms, responsibilities, and opportunities. For many, the impact is both financial and personal, giving athletes the ability to pursue their passions, support themselves, and compete in an evolving, complex system that balances opportunity with integrity.