Just a few years ago, high school athletes were worried about homework, practice times and maybe their Hudl highlights. Today a lot of them are signing contracts including brand deals, merch partnerships and paid promotions. The world of NIL–Name image likeness–has officially crashed into high school sports.

NIL has changed the college world for both the better and the worst. Coaches used to pitch development tradition and campus life, but now they’re pitching brand potential, marketing teams, and collective support. Players are choosing schools not just for football, but for financial opportunity. Some commit to programs with strong NIL collectives, and others leave good situations to chase bigger deals.

Opportunities are everywhere for others. Walk-ons can pay for tuition. Small town stars are partnering with local restaurants and places to help them out. The future is still unclear. Colleges are scrambling to adapt. Booster collectives, compliance offices, and new guidelines pop up constantly. Some people say NIL is saving college sports by giving athletes long overdue rights. Others say it’s hurting the purity of the game and creating chaos. The game hasn’t changed but the world around it has.