The Biggest Risk in NIL Isn't the Money—It's the Lack of Financial Education

Every week, another headline reminds us just how dramatically college athletics has changed.

Seven-figure NIL deals. Multi-million-dollar recruiting classes. High school athletes signing endorsement agreements before they've played a single down of college football.

The numbers are staggering, but they're not what concerns me most.

After working directly with collegiate athletes and their families, I've become convinced that the greatest risk in the NIL era isn't how much money these athletes are making.

It's how few are prepared to manage it.

NIL Has Changed the Game

Today's student-athletes aren't just students and competitors anymore. Many have become entrepreneurs, business owners, and brand ambassadors almost overnight.

They're expected to understand contracts, taxes, insurance, investing, budgeting, business entities, and long-term financial planning—often before they've taken their first college final exam.

That's an incredible amount of responsibility for anyone, let alone an 18- or 19-year-old.

Unfortunately, financial education hasn't kept pace with financial opportunity.

Success Attracts More Than Opportunity

One reality we've seen firsthand is that young athletes quickly become targets.

Not because they're irresponsible, but because they're inexperienced.

We've seen athletes approached with investment opportunities that promise extraordinary returns. We've seen insurance products recommended that don't fit their needs. We've seen advisors more interested in gathering assets than educating the athlete.

Young people with rapidly growing income, limited financial experience, and dreams of a professional career can become attractive targets for those looking to capitalize on their future success.

Most of these athletes have spent years mastering their sport.

Very few have had the opportunity to master personal finance.

Financial Education Is Competitive Advantage

Athletic departments have long understood the importance of developing the whole athlete.

Schools invest in strength coaches, nutritionists, sports psychologists, academic advisors, trainers, and career development because those resources improve outcomes both on and off the field.

Financial education belongs in that same conversation.

Every student-athlete should leave college understanding:

• How NIL income is taxed.
• How to budget irregular income.
• How investing early creates long-term wealth.
• How to recognize conflicts of interest.
• How to evaluate financial advice.
• Why protecting their reputation is one of their greatest financial assets.
• How to build a trusted team of professionals who put education before sales.

These aren't just financial skills.

They're life skills.

The Opportunity Is Bigger Than NIL

Only a small percentage of college athletes will compete professionally.

But every athlete will have a financial future.

Whether an athlete earns $25,000 through NIL or several million dollars, the habits they develop today will shape the opportunities available to them for decades.

Financial literacy isn't about teaching athletes how to spend money.

It's about teaching them how to make informed decisions, avoid costly mistakes, protect themselves from bad actors, and create lasting financial security for themselves and their families.

A Responsibility We All Share

Parents, coaches, athletic departments, universities, and trusted financial professionals all have a role to play.

As NIL continues to evolve, the schools that prioritize financial education won't simply be helping athletes manage today's opportunities—they'll be preparing them for success long after their playing careers are over.

The athletes who build lasting wealth won't necessarily be those with the biggest NIL contracts.

They'll be the ones who understand how to protect what they've earned, make thoughtful financial decisions, and surround themselves with people who genuinely have their best interests at heart.

The opportunity is extraordinary.

The education should be too.