We talked about how today's college athletes can best choose deals and partnerships that maximize their earning potential . I think being able to earn money from nil for college athletes is so important just because it teaches you a lot about business , a lot about your brand and what you stand for . And a lot of athletes now are not only seen as athletes , but they're also influencers .
We'll talk to some of today's top athletes agents , schools , lawmakers and leaders in tech to take you through the story of nil how it started where it is now and where it could be heading in the future is an acronym for name , name , name , image name , image likeness . College athletes are now able to leverage their brands and who they are . In order to make money , it allows them to really start building their brand away from the sport that they play at a younger age .
A number that has more than tripled over the last 20 years and rivals professional sports around the world . But despite all the marketing and TV deals , ticket sales and merchandise sales , college athletes still aren't paid a share of the revenue . This has been a source of much controversy over the years .
Although college athletes still are not paid a share of the revenue . 2021 saw a major shift in the college athletic financial ecosystem to see just how some of today's athletes are taking full advantage of the new NIL rules . I traveled to the University of Tennessee to document Grant King student athlete and entrepreneur for a day in the life .
In order to make money , it allows them to really start building their brand away from the sport that they play at a younger age . Today's student athletes are earning at the high level seven figures through endorsements and they can all so go after third parties who use their name , image likeness without their permission and intellectual property . That's a term of art that most college students may never have heard until I came about name image likeness or for short will go down for me as a sports industry professional as well as a fan .
