This illustration captures the struggle between academics and sports faced by young athletes, highlighting the pressures of both worlds.
The Name, Image, and Likeness (NIL) era has transformed college athletics, creating unprecedented opportunities for student-athletes to monetize their talents. However, not all conferences—or athletes—are created equal when it comes to NIL spending. As a college athlete, understanding where your conference stands in the NIL landscape is crucial for making informed decisions about your athletic and financial future.
The Group of Five Reality
The stark reality is that Group of Five conferences significantly trail their Power Five counterparts in NIL resources. While conferences like the SEC are implementing new scholarship changes and discussing revenue-share pools increasing by $2.5 million per year, many smaller conferences struggle to keep pace with even basic NIL funding.
Among the Group of Five, the Mid-American Conference (MAC), Conference USA, and the Sun Belt Conference consistently rank among the lowest in NIL spending. The Sun Belt’s media rights revenue per school lags behind even the American Athletic Conference, which directly impacts the resources available for NIL opportunities. This financial limitation creates a cascading effect that ultimately impacts athletes’ earning potential.
The Spending Gap in Action
The disparity becomes even more apparent when examining specific cases. While Power Five programs are engaging in high-stakes NIL contracts—as evidenced by Georgia seeking $390,000 in damages from a player who transferred—athletes in lower-spending conferences often compete for NIL deals worth a fraction of that amount.
For athletes in these conferences, the financial reality can be challenging. Limited media rights revenue translates directly to fewer corporate partnerships, smaller collective funds, and reduced opportunities for individual NIL deals. This creates a competitive disadvantage not only in recruiting but also in retaining talented athletes who might transfer to programs with more robust NIL support.
Finding Opportunities Despite Limited Resources
However, it’s important to recognize that lower conference NIL spending doesn’t mean zero opportunities. Athletes in these conferences can still build meaningful NIL portfolios through creative approaches. Local business partnerships, social media monetization, and personal brand development remain viable paths to NIL success, regardless of conference affiliation.
The current landscape highlights a controversial aspect of modern college athletics. Big 12 Commissioner Brett Yormark has called for legislation to regulate what he describes as “uncapped spending” in NIL, with UCF coach Scott Frost declaring college football “broken” due to unregulated spending disparities.
Variations Within Power Conferences
Even within Power Five conferences, significant variations exist. Kentucky, despite being in the SEC, has been perceived as having fewer NIL resources compared to conference powerhouses like Alabama, LSU, and Georgia, demonstrating that conference affiliation alone doesn’t guarantee robust NIL support.
As the NIL landscape continues to evolve, athletes must be strategic about their choices. While playing in a lower-spending conference may limit some opportunities, it can also provide benefits such as more playing time, leadership opportunities, and the chance to be a standout in a smaller pond. These factors can sometimes lead to better long-term professional prospects than being buried on the depth chart at a high-spending program.
Looking Toward the Future
The future may bring changes to level the playing field. Revenue distribution changes and potential federal legislation could alter the current dynamics. Until then, athletes must navigate the existing system with clear eyes about the financial realities of their conference choice.
For college athletes evaluating their options, the message is clear: conference NIL spending should be one factor among many in your decision-making process. While the MAC, Conference USA, and Sun Belt may offer fewer NIL dollars, they still provide valuable opportunities for athletic development, education, and personal growth. Success in college athletics—and life—isn’t solely measured in NIL earnings.
Understanding where your conference stands in NIL spending helps set realistic expectations and develop appropriate strategies for maximizing your opportunities, regardless of your conference affiliation. In this new era of college athletics, information is power, and knowing the landscape is the first step toward making the most of your college athletic career.
