Profiting From Your Name, Image & Likeness

Name, Image, and Likeness (NIL) refers to the right of college athletes to earn money or receive perks for using their name, photo, video image, and personal brand. In simple terms, NIL lets you do things like share sponsored social media posts, get free gear, promote local businesses, or sign small sponsorships — all without risking your NCAA eligibility.

For swimmers, NIL is no longer just for Olympians or NCAA champions. With a strong social media presence, a positive reputation, and good results, any college swimmer can find small NIL opportunities. Even if you are not focused on it now, understanding the basics early will help you stay eligible and ready when bigger opportunities come your way, primarily if you compete at the Division I level, where deals and rules are closely watched.

  • NIL means you can legally benefit from your identity as an athlete. While big-money endorsements exist in college athletics, especially in Division I football and basketball, most swimmers start with small perks and local support driven as much by personality and online following as by swim times alone. Common examples include:

    • Social media promotions: Post about a swimwear brand, sports drink, or fitness product on Instagram or TikTok. Most early deals provide free gear, a discount code, or a small payment per post.

    • Small sponsorships: Local swim shops, gyms, or nutrition stores might offer free suits, goggles, or samples in exchange for shout-outs or tags on your social accounts.

    • Discount codes and referral links: Brands may give you a personal promo code to share with teammates and followers. You might earn free products or a small commission when someone uses your link.

    • Ambassador programs: Some companies create “brand teams” for college athletes. Perks often include discounted or free gear, reposts on brand pages, and the occasional care package in return for wearing and tagging their products.

    • Free product deals: Many swimmers’ first NIL deals are simply free suits, caps, or nutrition samples, with a request to share honest feedback or post a quick photo wearing the gear.

  • In 2021, the NCAA published and interim NIL policy . The memorandum stated, effective July 1, 2021, and until such time that either federal legislation or new NCAA rules are adopted, member institutions and their student- athletes should adhere to the guidance below:

    1. NCAA Bylaws, including prohibitions on pay-for-play and improper recruiting inducements, remain in effect, subject to the following:

    • For institutions in states without NIL laws or executive actions or with NIL laws or executive actions that have not yet taken effect, if an individual elects to engage in an NIL activity, the individual’s eligibility for intercollegiate athletics will not be impacted by application of Bylaw 12 (Amateurism and Athletics Eligibility).

    • For institutions in states with NIL laws or executive actions with the force of law in effect, if an individual or member institution elects to engage in an NIL activity that is protected by law or executive order, the individual’s eligibility for and/or the membership institution’s full participation in NCAA athletics will not be impacted by application of NCAA Bylaws unless the state law is invalidated or rendered unenforceable by operation of law.

    • Use of a professional services provider is also permissible for NIL activities, except as otherwise provided by a state law or executive action with the force of law that has not been invalidated or rendered unenforceable by operation of law.

    2. The NCAA will continue its normal regulatory operations but will not monitor for compliance with state law.

    3. Individuals should report NIL activities consistent with state law and/or institutional requirements.

  • Effective August 1, 2024, the new NCAA regulations were enacted. Below is our understanding of the new era in NIL:

    • Athletes now have stronger rights: New rules give student-athletes more freedom to sign NIL deals without restrictions from the NCAA, conferences, or schools.

    • Deals must stay separate: NIL agreements cannot be tied to enrollment, playing time, or staying on a team roster.

    • Who can sign a deal: Outside companies and brands cannot pay recruits until the athlete has officially committed, enrolled, or practiced with the team.

    • New disclosure requirement: Any NIL deal worth $600 or more must be reported to your school within 30 days, including details like who is involved, the pay, and what you agreed to do.

    • Schools must share data: Colleges will pass along NIL deal info to the NCAA twice a year to help build a national database for athletes.

    • Standard contracts are coming: The NCAA will release recommended contract terms and average deal data to help athletes know fair rates and avoid shady deals.

    • Mandatory NIL education: Schools must provide education, so athletes understand their rights, taxes, and how to stay compliant.

    • Recruiting rules tightened: Coaches have stricter limits on when and how they can communicate with recruits and families to avoid NIL misuse during recruiting.

    • Noncompliance is serious: Breaking these rules can lead to fines, lost scholarships, team penalties, and even bans from post-season play.

    • Follow your state laws and school policies — they still apply alongside NCAA rules.

    • Keep clear records and paperwork for every NIL agreement.

    • Know your school’s process for reporting deals — do it on time.

    • Take your school’s NIL training seriously — mistakes can cost you eligibility.

    • Stay informed — NIL rules and laws are evolving fast.