Chasing Revenue: Why College Athletics Can’t Afford to Fall Behind in the NIL Era
By Tre’Jean Watkins | NILvana Sports
The Revenue Reality of NIL
We are in a golden age of Name, Image, and Likeness (NIL), where payment streams are directed toward athletes at unprecedented levels. Athletic departments across the country now face a reality that goes far beyond wins and losses; they must also ensure their programs generate enough revenue to remain competitive.
This is not to say college athletics has completely surrendered to a corporate model or fully embraced a cutthroat ideology. I have many conflicting thoughts about how finances shape participation in collegiate sports. What is undeniable, however, is that the NIL economy has forced institutions into a new model of survival, in which funding determines not only who they can recruit but whether they can even stay relevant on the national stage.
How NIL Dollars Flow
Athlete payments today are no longer just a matter of scholarships and small stipends. NIL deals often come through collectives fueled by local businesses, wealthy donors, and corporate sponsorships. The sums distributed can be staggering, and the expectation is only increasing.
Athletic departments are now responsible for more than coaching and facilities. They must actively cultivate partnerships, manage donor pipelines, and consistently fund their NIL collectives. Without this consistency, schools risk losing prized recruits to programs that can promise bigger deals and more financial security.
Competing With the Hungry Dogs
This is not just about adding a new revenue stream for fun. It is the new cost of admission to compete with the strongest programs in college football and basketball. While some athletes still value the purity of chasing their dream without obsessing over the money, many others are direct about their priorities. They want compensation, and plenty of it.
Programs that cannot keep up risk falling behind. Those who bow out of the NIL arms race may maintain tradition, but they will not sustain relevance. For the ambitious programs, staying on top of revenue generation is not optional; it is the only way to attract and retain elite talent.
The Stakes of Falling Behind
The consequences of failing to adapt are dire. Schools that cannot meet NIL expectations risk tumbling down the competitive hierarchy, sliding from Power Five to Group of Five, or from national relevance to irrelevance. The ripple effects are immense: lost TV revenue, weaker apparel deals, diminished donor interest, and shrinking brand visibility.
The recent dissolution of the Pac-12 stands as a stark reminder that financial instability does not just alter recruiting; it can fracture entire conferences. Every major program is aware of this, which is why securing consistent NIL funding has become as important as securing a strong quarterback or a top recruiting class.
A Changed Landscape
NIL has permanently altered the fabric of college athletics. Unless sweeping reform is introduced, athletic departments must operate with a revenue-first mentality if they hope to compete at the highest levels.
Consistency is the keyword. Programs that find ways to fuel their NIL collectives regularly will thrive; those that falter will fade into the background. In today’s landscape, irrelevance is only one bad fiscal year away.
The message is clear: in the NIL era, survival is no longer about tradition, geography, or legacy. It is about revenue, and the schools that understand this reality will still stand when the dust settles.
