The NIL Revolution: How High School and College Athletes Are Cashing In - And Why Coaching Matters

For decades, college athletes were expected to pour their blood, sweat, and tears into their sport with little more than a scholarship and some school-branded gear to show for it. Meanwhile, universities, TV networks, and the NCAA made billions off their talent. That all changed in 2021 when the NIL (Name, Image, and Likeness) era arrived, allowing athletes to finally profit from their personal brand. What started as a seismic shift in college sports has now trickled down to high school, where top athletes are signing endorsement deals before they even commit to a university.

The headlines love to showcase the biggest NIL winners. Athletes like LSU gymnast Livvy Dunne, whose social media presence has turned her into a millionaire, or Bronny James, who had major sponsorship deals before he even set foot on USC’s campus. Arch Manning’s NIL valuation soared before he played a single down in college, simply because of his talent and last name. But NIL isn’t just a game for household names; it’s creating opportunities for a much wider range of athletes. Julian Lewis, a high school quarterback from Georgia, secured NIL deals before ever committing to USC, while Iowa basketball star Caitlin Clark has inked partnerships with brands like Nike and Gatorade.

For coaches, the NIL boom has changed everything. Recruiting is no longer just about facilities, playing time, or even championships—it’s about marketability and financial opportunity. Schools that once pitched a shot at the pros are now selling their NIL potential. Some, like Nick Saban, have accepted this new reality while warning about its impact on team culture, while others, like John Calipari, have actively encouraged their players to maximize their NIL opportunities. The message is clear: this is the new normal, and if athletes want to thrive, they need to approach it with the right mindset, preparation, and coaching.

That’s why working with the best coaches matters more than ever. Talent will always be the foundation, but in the NIL era, success also requires strategy. Brands want to associate with winners, which means athletes who train with elite coaches and refine their skills on the field are naturally more valuable. 

Reputation management can be crucial. One wrong move on social media can tank an athlete’s earning potential overnight, which is why guidance from experienced coaches is just as important as on-field training. And knowing how to leverage opportunities is key; the best coaches and specialists prepare athletes not just for competition, but for the business side of the game.

NIL has opened doors that never existed before, but those opportunities don’t come to just anyone. Athletes who are serious about their future, both in their sport and in their personal brand, need to put themselves in the best possible position. And that starts with the right training, the right guidance, and the right coaching. 

Propel Pro connects serious athletes with the top pro coaches who can take their game, and their brand, to the next level. Because in this new era of sports, preparation isn’t just about winning — it’s about securing the future.