The landscape of college athletics has dramatically shifted in recent years, and one athlete's story perfectly captures how much things have changed. Carson Beck, a college quarterback, has earned nearly $10 million in NIL (Name, Image, Likeness) deals over the past year—surpassing the earnings of several NFL starters. His story is not just about his skills on the field but also about how college athletes are capitalizing on their personal brands in ways that were once unimaginable.
The Rise of NIL: A Brief History
For decades, college athletes were bound by strict rules that prohibited them from receiving compensation for their athletic ability, their image, or their name. In fact, even something as small as accepting a free meal from a fan or booster could result in serious consequences. This concept of "amateurism" ruled the NCAA, but that all changed with a landmark lawsuit filed in 2009 by former UCLA basketball player Ed O'Bannon. O'Bannon sued the NCAA and EA Sports for using his likeness in the video game NCAA Basketball 09 without his permission or compensation.
The lawsuit eventually became a class action, and in 2015, the appeals court ruled that the NCAA’s restrictions violated the law. However, the ruling stopped short of forcing the NCAA to allow NIL rights, leaving the door open for further debates. As the conversation around athletes' rights grew, many began questioning why athletes shouldn’t be able to profit from their own name, image, and likeness, especially given the billions the NCAA and schools rake in from college sports.
Then, in July 2021, everything changed. College athletes were officially allowed to profit from their NIL, and the floodgates opened. Athletes began signing brand deals left and right, with those who had large social media followings in prime positions to secure massive paydays.
Carson Beck’s $10M NIL Portfolio
Fast forward less than five years into the NIL era, and we now have Carson Beck, the former Georgia quarterback who made history by becoming the first college athlete to earn $10 million in a single calendar year through NIL deals. Despite suffering a season-ending UCL injury, Beck remained highly ranked as one of the top quarterback prospects for the 2025 NFL Draft. This success was not just about his on-field talent—it was also about his presence off the field, with over 125,000 Instagram followers and partnerships with major brands such as Beats by Dre, Powerade, Chipotle, and Airstar Charter.
Beck’s story is a testament to how the NIL era has changed the dynamics of college sports. $10 million is roughly equivalent to the average annual value of the 2024 No. 1 draft pick Caleb Williams’ rookie contract. In fact, Beck's NIL earnings in one year actually outpace what he would likely earn if he had declared for the NFL Draft earlier, given that he was projected to be a late first or second-round pick.
This shift is also reshaping recruitment. High school athletes and their families are now prioritizing schools with strong NIL collectives—groups that pool resources to help athletes land endorsement deals. The same trend is seen in the transfer portal, where athletes like Beck are being enticed to switch schools with promises of significant NIL compensation.
The Growing Power of NIL Collectives
As NIL continues to change the college sports landscape, NIL collectives are playing a crucial role. These collectives are often school-affiliated groups that work to facilitate NIL deals for athletes. They are now an essential part of recruiting and retention strategies for many programs, and they are becoming more powerful with each passing year. Beck’s $10 million in NIL deals underscores how this new revenue stream can rival traditional sports contracts, especially when athletes have the right mix of talent and social media influence.
Beck’s own relationship with fellow Miami athlete and influencer Hannah Cavinder, who also earns millions through NIL, only emphasizes how the intertwining of athletic ability and social media presence is driving massive financial gains for college athletes. The combination of NIL deals and social media fame is changing the way college athletes approach their careers, making it a truly lucrative venture even before entering the professional ranks.
The Controversies and Challenges of NIL
Despite the undeniable success stories like Beck’s, NIL has not come without its complications. Legal battles, questions, and false promises about fairness are already bubbling to the surface. One of the biggest controversies in 2024 came from Vanderbilt quarterback Diego Pavia, who sued the NCAA for more eligibility, arguing that his previous years of JUCO football shouldn’t count against his eligibility in the NIL era. Pavia’s lawsuit highlights the ongoing challenges of integrating NIL into the NCAA’s traditional structure, as athletes seek to maximize their earning potential without losing valuable playing years.
In another high-profile case, UNLV quarterback Matthew Sluka’s NIL situation went south when his agent claimed that a school assistant had verbally promised him $100K, but when he arrived at UNLV, he was offered just $3K per month from the school’s collective. Sluka ended up sitting out the season and eventually transferring to James Madison, underlining the importance of clarity and transparency in NIL agreements.
The Future of NIL in College Sports
The rise of NIL deals represents a new chapter for college athletics, where athletes can earn significant income while still competing at the collegiate level. The growing financial stakes have already altered recruitment dynamics, as athletes are now more focused on potential NIL earnings than ever before. However, this shift is also creating new legal, ethical, and operational challenges for both athletes and schools.
As NIL continues to evolve, it will be fascinating to see how these challenges are addressed. For athletes like Carson Beck, though, the new NIL landscape has created opportunities that were once unimaginable. The future of college athletics is no longer just about making it to the pros—it’s also about building a brand, securing lucrative deals, and capitalizing on social media influence, all before even stepping foot in the NFL.
The NIL era is here to stay, and as Carson Beck’s story shows, it has revolutionized college athletics in ways that were hard to predict just a few years ago. Regardless of differing opinions on its impact, NIL has reshaped what it means to be a college athlete, offering new opportunities for both men and women across various sports. As the landscape continues to evolve, it will be exciting to see who emerges next to capitalize on these opportunities and make their mark in this new era of college sports.