TicketsAs college athletics continues to evolve, the ability for student-athletes to profit from their Name, Image, and Likeness (NIL) remains at the forefront of change. The recent House v. NCAA settlement represents a significant shift, introducing a revenue-sharing model that allows universities to directly distribute athletic revenue to student-athletes.
While the details are still unfolding, one thing is certain—Cincinnati is prepared to lead in this new era.
What's Changing & How It Affects Our NIL Ecosystem
For the past few years, college athletes have been able to earn compensation through brand partnerships and third-party collectives. This model remains in place, but the introduction of revenue sharing will add another layer, allowing universities to allocate funds directly to their student-athletes.
A key component of this change is that universities will now have the ability to share a percentage of their annual revenue with athletes, with a cap set at approximately $20.5 million. However, there are no mandated minimums on how much must be distributed, giving each institution full control over how these funds are allocated.
This brings us to a crucial factor in the future of college athletics—strategy and structure.
The Power of Organic NIL & Cincinnati's Competitive Edge
One aspect of NIL that often gets overlooked—but is critical for recruiting, retention, and overall brand perception—is organic NIL.This refers to true brand partnerships where athletes work directly with businesses as ambassadors, separate from collectives or revenue-sharing payments.
This is key, as this section of NIL revenue generation is uncapped - meaning there is no plenty to the overall cap of the university if an athlete earns their NIL money via organic means. Being in this city supported by all these global, national, and local businesses puts us in a great position for this form of NIL. The city is our No. 1 advantage.
At Cincinnati, we excel in this area. Our commitment to organic NIL has not only set us apart but has also earned us national recognition—including being named the 2024 Best NIL Department in the country.
Multimedia Rights (MMR) will be one of the key indicators of a strong NIL athletic revenue system going forward across the country. With the addition of Cincy Sports Partners, we are positioned to have one of the strongest organic revenue systems in the nation, ensuring that our athletes receive the best opportunities beyond just financial support.
One of the unique aspects that distinguishes our university is our female-focused NIL event, In Her Likeness. As one of the only institutions to host a female-exclusive NIL event, we provide a platform where female athletes can engage with brands and secure NIL opportunities. The participating companies are dedicated to advancing equity, empowerment, and growth for women in sports, ensuring meaningful support for female athletes as they build their personal brands.
All of these organic NIL engines are going to work together to further enhance the student athlete experience and increase our chance of getting the best student athletes in the country to become, stay, and graduate as Bearcats - with brands!
The Future is Bright at Cincinnati
At the end of the day, our goal remains simple: to do right by our athletes. As the NIL landscape continues to evolve, our focus will be on sustainability, innovation, and collaboration to build a model that benefits our athletes, our university, and our fans.
Cincinnati is built for this. We're not just adapting to change—we're leading it.
For more information on NIL, contact Eddie Taylor, Cincinnati's Director of NIL & Innovation, at taylo2ed@mail.uc.edu.