The New Era of College Sports: How Branding and Money are Transforming Student-Athletes
Kris Trinidad, a defensive end at Old Dominion University, has made headlines not just for his impressive stats—45 tackles and 5.5 sacks last season—but for embracing his newfound opportunities. Thanks to groundbreaking laws that permit student-athletes to secure endorsement deals and receive payments, Trinidad is laying the foundation for his personal brand.
Empowering the Next Generation
“It’s teaching young athletes how to be more marketable and better prepare themselves for the future,” says Trinidad. “It gives them a platform to express their true selves within the community.” He’s part of a rapidly evolving landscape in college athletics, where player statistics, social media presence, and sponsorship potential are now pivotal.
The Rise of NIL: A Game Changer for Athletes
Since 2023, the NCAA has allowed student-athletes to profit from their name, image, and likeness (NIL). The financial impact has been staggering. Athletes transitioned from merely receiving scholarships to generating an astonishing $917 million in their first year under this new paradigm, as reported by Icon Source.
Legislation Changing the Game
In 2024, the Virginia General Assembly passed legislation paving the way for direct payments from schools. A landmark legal case—House v. NCAA—supports this initiative, allowing schools to allocate up to $20 million annually for student-athlete payments. This landmark decision recognizes that current and former athletes deserve a share of revenue generated by lucrative television contracts and other income streams. Starting in the 2025-2026 year, student-athletes at Virginia Commonwealth University will receive a projected $5 million allocation, according to CBS6 News.
Branding Beyond the Stars
While elite athletes like Cooper Flagg—with a staggering NIL valuation of $4 million—dominate the headlines, opportunities abound for all student-athletes. For instance, former Virginia State University running back Rayquan Smith, dubbed the “King of NIL,” amassed over 100 deals, showcasing that branding potential knows no bounds.
A Shift from Amateurism to Professionalism
Brendan Dwyer, a professor at VCU’s Center for Sports Leadership, warns that the current NIL model may not be sustainable. “If schools must find money through NIL to pay athletes, it will come at the expense of many other important programs,” he cautions.
The Evolution of College Sports
Dwyer believes we are witnessing a transformation towards a professional model. “When you see the crowds and the financial stakes in games, that’s not amateur sports; it’s professionalism.”
Coaches: Adapting to a New Normal
In this evolving landscape, coaches are also adjusting. Newly appointed head coach Phil Martelli Jr. recognizes that NIL and revenue sharing are here to stay. “The transfer portal has become a major factor in recruiting,” he states. Coaches must navigate these complexities while balancing their programs’ financial health.
Community Ties vs. Money Chasing
While financial opportunities are a boon for student-athletes, they can strain community ties. VCU broadcast student Ben Rekosh highlights, “When athletes prioritize money, the community connection weakens.” He argues that the essence of college sports—where fans felt a genuine connection to players—may fade as athletes prioritize financial gain.
The New Kind of Athlete: Business and Personal Branding
Today’s student-athletes are not merely participants; they are brand ambassadors. Thai Wilson, sports editor for VCU’s student-run paper, points out that fans increasingly follow players, not just teams. “The NIL landscape opens doors for schools to attract higher recruits,” he notes, shifting the power dynamics significantly.
Risks and Realities: Navigating the New Terrain
With opportunities come risks. Young athletes must educate themselves on financial literacy and contract management. Trinidad stresses mindful navigation of the NIL space, warning potential pitfalls. “There’s a chance young athletes could be exploited by agents who take a percentage of their earnings,” he cautions.
Regulations: A Double-Edged Sword
While regulations currently limit NIL compensation from certain sectors like alcohol and gambling, changes in laws could expose athletes to greater risks. “Power in the wrong hands can be detrimental,” Trinidad warns.
Conclusion: A New Frontier in College Sports
The intersection of money and branding is redefining what it means to be a student-athlete. As these young athletes embrace their roles as both players and brand builders, they must balance financial aspirations with the responsibility of nurturing their community ties.
As Trinidad aptly puts it: “It gives you power, but with great power comes great responsibility.” The landscape of college sports is transforming, and each athlete holds the key to their future.
By embracing these new opportunities and understanding the accompanying challenges, student-athletes can navigate this evolving terrain effectively, enriching both their lives and the communities they represent.
