The college recruiting landscape continues to evolve, and few developments have had a bigger impact than Name, Image and Likeness (NIL). While NIL opportunities have created new ways for athletes to earn compensation, they have also introduced new questions for recruits and families. How much should NIL factor into college decisions? Do athletes need a personal brand before they get recruited? Are NIL opportunities available to everyone?
The reality is that NIL recruiting is about much more than potential earnings. The most successful athletes build a recruiting strategy that balances athletic development, academic fit, long-term goals and NIL potential. “For the majority of students, while NIL can be the back of your mind during the recruiting process, it should not be the primary focus,” advises NCSA College Recruiting coach Connor Sebastian.
If you’re navigating recruiting in 2026, understanding how NIL fits into the process can help you make smarter decisions and avoid common misconceptions.
For a complete overview of NIL rules and eligibility, visit NCSA’s guide to NIL explained.
Why NIL is reshaping college recruiting
Since NIL opportunities became available in 2021, recruiting conversations have changed dramatically. Athletes can now earn compensation through endorsements, sponsorships, appearances, camps, social media content and other business opportunities. The NIL marketplace has grown into a billion-dollar ecosystem, creating opportunities that did not exist for previous generations of student-athletes.
At the same time, NIL regulations continue to evolve. Following recent NCAA and House settlement-related changes, some Division 1 schools can now provide direct compensation opportunities while athletes continue pursuing third-party NIL deals.
As a result, NIL is linked to transfer portal movement: athletes are described as “chasing money” or entering the portal for “a better payout.” For example, according to IMG Academy NIL educator Alec Snider, 4,000 football players entered the portal in 2025, many as a result of the potential of NIL deals.
With the college athletic landscape changing so quickly, athletes and families increasingly ask questions about NIL alongside traditional recruiting topics like scholarships, playing time and coaching relationships.
What NIL means for high school athletes
For high school recruits, NIL should be viewed as one factor within a larger recruiting strategy and should come at the end of the process.
While NIL headlines often focus on seven-figure deals, the reality looks very different for most athletes. Industry reports consistently show that the majority of NIL agreements are relatively small, with most deals worth less than $1,000.
Additionally, NIL rules for high school athletes vary by state. Some states allow high school NIL activity, while others maintain restrictions through athletic associations. Families should always verify current regulations with their state governing body before pursuing NIL opportunities.
See more from Sebastian on what to know about NIL opportunities for high school student-athletes.
For most recruits, the focus should remain on:
- Athletic development
- Academic preparation
- Exposure to college coaches
- Building a strong recruiting profile
- Finding the right college fit
And if you are entering into NIL deals in high school, Sebastian advises, make sure you’re being careful about what you’re doing – don’t let it affect your eligibility or future opportunities. “If you are signing a contract, know what you are signing,” he warns.
How NIL affects recruiting decisions
NIL should rarely replace the core factors coaches and athletes have always prioritized.
Recruiting decisions today often involve questions such as:
- Does this school have a strong NIL infrastructure?
- Are local businesses active in supporting athletes?
- Does the athletic department provide NIL education and resources?
- Will this program help me build visibility and marketability?
Coaches may discuss available NIL resources, but NCAA rules continue to prohibit certain recruiting inducements and pay-for-play arrangements. NIL opportunities should be viewed as potential outcomes rather than guarantees. It should also be one of the last things addressed in the recruiting process.
The top NIL earners often are getting their money not only through school, but major brand deals. In addition to the money earned from the University of Texas, Arch Manning, for example, has partnerships with Google Gemini, trading card companies and more.
In the 2025-26 school year, football players, with notable exceptions, benefited the most from NIL money.
Should athletes consider NIL before choosing a school?
Only as a single factor in many.
Athletes should evaluate NIL opportunities the same way they evaluate facilities, academics or campus culture: as part of their complete decision-making process.
Questions worth asking include:
- Does this school support athlete branding?
- Are there educational resources for NIL?
- What opportunities exist in the local market?
- Are alumni and business networks active?
- How does the program help athletes grow their visibility?
The best recruiting decisions consider both immediate opportunities and long-term development. NIL deals are unlikely to be more valuable than a good academic and athletic fit and opportunities are far less guaranteed.
What coaches are looking for in the NIL era
The NIL era has not fundamentally changed what coaches value most. Coaches prioritize video, ability to help the team win, athletic fit, academic fit, GPA/academic money, trust, discipline, and whether the athlete fits the program.
Coaches largely do not care about a student-athlete’s social following. They still prioritize athletes who demonstrate:
- Strong athletic performance
- Character and leadership
- Academic readiness
- Coachability
- Consistency
- Competitive drive
Key factors that matter more than NIL money
Playing time and development
Opportunities to compete and improve often have a greater long-term impact than short-term NIL earnings.
Athletes who receive meaningful playing time gain:
- More game film
- More exposure
- Better development
- Increased future NIL potential
Coaching staff and fit
Strong relationships with coaches can influence athletic growth, confidence and long-term success.
Consider:
- Coaching philosophy
- Development history
- Communication style
- Stability within the program
Academic opportunities
Most athletes will pursue careers beyond sports.
Evaluate:
- Academic support services
- Graduation rates
- Internship opportunities
- Career preparation resources
Long-term career potential
The best college choice should position athletes for success beyond graduation.
Future earning potential often depends more on education, networking and personal development than NIL opportunities during college.
How athletes can improve their NIL potential
Building a personal brand
Athlete branding can begin long before college. According to Snider: Brands look at followers, comments, shares, story views, community, and engagement. Some brands reportedly require thresholds of around 10,000–20,000 followers, sometimes 50,000 or six figures. They also look for audience demographics, engagement numbers, follower base, clean comments, values alignment, authentic content, and whether the athlete fits the brand’s marketing goals.
A strong personal brand includes:
- Clear values
- Consistent messaging
- Professional communication
- Positive online presence
- Strong content creation
Growing social media presence
Brands often evaluate more than follower counts.
Many organizations focus on:
- Audience engagement
- Authenticity
- Consistency
- Content quality
- Community influence
- Alignment with brand
Athletes should prioritize meaningful engagement rather than chasing vanity metrics.
Creating a strong recruiting profile
A recruiting profile remains one of the most important recruiting tools.
A complete profile should include:
- Athletic statistics
- Academic information
- Verified measurables
- Highlight video
- Awards and achievements
- Contact information
Create or update your NCSA Recruiting Profile today to increase visibility with college coaches.
Networking and outreach to coaches
Athletes who proactively communicate often create more recruiting opportunities.
Review NCSA’s guide on how to contact college coaches for best practices.
Common misconceptions about NIL in recruiting
Myth: NIL guarantees recruiting offers.
Reality: Coaches recruit athletes based on performance, fit and potential; not NIL opportunities.
Myth: Every college athlete earns significant NIL money.
Reality: Most athletes earn modest amounts or no NIL compensation at all.
Myth: Social media followers are all that matter.
Reality: Brands increasingly evaluate engagement, ability to create good content, authenticity and audience quality.
Myth: NIL should determine my college choice.
Reality: Long-term development, academics and fit often have greater impacts on future success.
NIL vs fit: How to balance priorities
When comparing schools, consider both NIL opportunities and overall fit.
| Factor | Why It Matters |
|---|---|
| Playing Time | Drives development and exposure |
| Coaching Staff | Influences growth and experience |
| Academic Programs | Supports future career goals |
| Campus Culture | Impacts daily life and satisfaction |
| NIL Resources | Can create additional opportunities |
| Location | Influences local sponsorship potential |
| Alumni Network | Supports long-term career development |
Athletes should view NIL as one piece of a larger decision-making framework.
NIL strategy checklist for recruits
| NIL Recruiting Checklist | Complete? |
|---|---|
| Understand state NIL rules | □ |
| Build a recruiting profile | □ |
| Create highlight video | □ |
| Develop social media presence | □ |
| Research school NIL resources | □ |
| Evaluate academic fit | □ |
| Compare coaching staffs | □ |
| Consider playing time opportunities | □ |
| Review long-term career goals | □ |
| Speak with trusted advisors | □ |
How NIL fits into the college recruiting process
NIL is just one small part of the college recruiting process and should come toward the end of the process. Athletes do not get recruited based on their social following.
Athletes still need to:
- Build athletic skills.
- Create recruiting materials.
- Contact college coaches.
- Attend showcases and camps.
- Evaluate academic fit.
- Compare programs.
- Make informed college decisions.
If you’re early in your journey, review the full college recruiting process.
You can also strengthen your recruiting package with a professional athletic resume.
FAQs about NIL and recruiting
How does NIL affect recruiting?
NIL influences recruiting by creating additional opportunities for athletes to earn compensation through endorsements and partnerships. However, coaches do not factor an athlete’s social following or ability to monetize NIL opportunities in recruiting, instead prioritizing athletic ability, academics and program fit when making recruiting decisions.
Should athletes think about NIL before choosing a school?
Yes. NIL opportunities are worth evaluating, but they should be considered alongside factors such as playing time, coaching staff, academics and long-term development.
Does NIL matter for high school recruits?
NIL can matter for some recruits, particularly those with strong visibility or personal brands. However, most high school athletes should focus primarily on development, exposure and finding the right college fit.
How can athletes improve their NIL potential?
Athletes can improve NIL potential by building a personal brand, maintaining a professional social media presence, developing strong relationships and creating a complete recruiting profile.
What matters more than NIL money in recruiting?
For most athletes, factors such as playing time, coaching relationships, academics, athletic development and long-term career opportunities are more important than short-term NIL earnings.
Building a smart recruiting strategy in the NIL era
NIL has undeniably changed the recruiting landscape, but it hasn’t changed the fundamentals of successful recruiting.
Athletes who focus on development, fit, academics and relationships continue to put themselves in the strongest position for long-term success.
The best NIL strategy is often the same as the best recruiting strategy: become the best athlete, student and person you can be, then choose a college that helps you maximize your potential both on and off the field.
Ready to take the next step? Create or update your NCSA Recruiting Profile today to connect with college coaches and build a recruiting strategy that works in today’s NIL era.
Looking for more on NIL? Check out the NIL connection from IMG Academy Essentials.