Five years on, coaches still out-earn players despite modest NIL earnings

Five years after the NCAA allowed name, image and likeness deals, most athletes earn little extra while coaches continue to draw six- to eight-figure salaries.

The NCAA’s 2021 decision to let college athletes profit from their name, image and likeness created a new revenue stream, but the earnings gap between athletes and coaches remains stark, with coaches pulling six- to eight-figure salaries. While a few athletes, such as Antwan Owens and Bo Nix, have landed notable endorsement deals, most see only modest or no extra income. Opponents, including President Donald Trump, argue NIL erodes the purity of college sports, but professor Brennan Berg’s 2023 and 2025 studies dispute many of these claims.

His research found one outlet department staff view NIL positively, noting improvements in athlete maturity, responsible behavior, charitable involvement, and hands-on business experience. Administrators express some concerns about pressure and unmet expectations, yet no concrete harms have been documented, and even small financial gains can significantly aid students and families. The article criticizes a persistent paternalistic mindset that still labels adult athletes as "kids" and calls for broader acceptance and celebration of NIL as a benefit to athlete well-being.