Navigating the NIL Era: How Curran Sports & Entertainment Empowers College Athletes
College sports changed forever when the National Collegiate Athletic Association (NCAA) adopted an interim policy in June 2021 allowing student‑athletes to profit from their name, image and likeness (NIL). The rule change, which went into effect on July 1 2021, means college athletes can now negotiate endorsement deals and other commercial opportunities without jeopardizing their eligibility. For athletes and brands alike, NIL represents a historic shift from an era in which schools and media companies cashed in on players’ popularity to one in which the athletes themselves can share in the value they create.
Curran Sports & Entertainment has been at the forefront of this transformation. We were named a Top NIL Power Player Agency by Sports Business Journal (curranmedia.co), and our team’s expertise in contract negotiations, branding and digital media has earned us a reputation as one of the country’s leading NIL agencies (curranmedia.co). In this article we explain how NIL works, why trusted representation matters and how Curran helps college athletes maximize these unprecedented opportunities.
What Is NIL?
Under U.S. law, every person owns the right to control the commercial use of their name, image and likeness; this “right of publicity” prevents others from profiting off your identity without permission (investopedia.com). The NCAA’s interim policy allows college and high‑school athletes to monetize these rights through endorsements and other activities (investopedia.com). NIL deals come in many shapes and sizes—far beyond the traditional shoe contract. Common opportunities include:
Brand partnerships and endorsements. Athletes can promote products or services in exchange for compensation. For example, any college athlete might appear in a local pizza shop campaign, regional grocery store or national shoe commercial.
Social‑media influence. With millions of followers on platforms like Instagram, TikTok or YouTube, athletes can earn thousands to hundreds of thousands in fees for sponsored posts.
Autograph signings and memorabilia. Players may be paid for exclusive signed merch and can sell their own trading cards, jerseys, etc..
Personal appearances, camps and clinics. Hosting training camps or making public appearances generates revenue and builds community engagement with fans on a local and national level.
Merchandise and entrepreneurial ventures. Athletes can sell branded apparel and even launch their own businesses. Curran Sports & Ent. can help with all of these.
The Opportunity—and the Challenge
NIL is more than a quick pay‑day; it is a chance for athletes to build businesses and establish generational wealth. The NCAA’s guidelines allow athletes to engage in NIL activities as long as they follow state law and school policy; athletes may use professional services providers such as agents, marketing consultants, tax advisers and attorneys to negotiate and manage deals(investopedia.com). However, the same guidelines require athletes to report their NIL activities and prohibit schools from directly paying players (investopedia.com). In practice, this creates a complex regulatory environment—state laws differ widely, and the NCAA continues to update its rules (investopedia.com).
Managing these obligations while attending classes and training is daunting. As Forbes observes, in the NIL era a large social‑media presence can be as important as athletic talent; athletes must understand branding, marketing and finance to capture NIL opportunities (forbes.com. Entrepreneur Will Hubbard notes that many athletes lack the knowledge and tools to build and monetize their personal brands and may be exploited or left behind without proper guidance (forbes.com). Hubbard emphasizes that education is critical and that athletes should retain control of their intellectual property, cautioning that not all agents act in the athlete’s best interest (forbes.com). In other words, the promise of NIL comes with real risks—making trusted representation essential.
Curran Sports & Entertainment: A Trusted NIL Partner
Curran Sports & Entertainment is uniquely positioned to help athletes seize this moment. Our founders, Pat and Tim Curran, are former college football players who understand the athlete’s perspective. Sports Business Journal notes that since NIL went into effect, the Currans have been “as active and innovative as any athlete representation agency,” matching talent with brands and helping athletes build their own brands, social‑media followings and merchandise operationssportsbusinessjournal.com. Elon University defensive lineman Jon Seaton—the 2022‑23 NIL Summit’s top male athlete—is among our successful clientssportsbusinessjournal.com.
Our agency is recognized as a Top NIL Power Player Agency (curranmedia.co). We have a strong grasp of NIL from contract negotiations with collectives and teams to negotiating with some of the world’s biggest brands—Nike, Gatorade and Netflix among them (curranmedia.co). Beyond NIL deals, our work spans sports marketing, branding, video production and technology. We cultivate authentic brand strategies for athletes and produce original content—from documentaries to vlogs—to tell their stories and engage fans (curranmedia.co). We also develop technology platforms that create unique experiences for fans and athletes (curranmedia.co).
How We Empower Athletes
Every athlete’s journey is different, so our services are tailored to individual goals. Key components of our NIL program include:
Contract negotiations and deal structuring. We leverage decades of experience to negotiate fair contracts with collectives, teams and brands, maximizing value while ensuring compliance with state and NCAA regulations (curranmedia.co).
Brand strategy and development. Our team works with athletes to build authentic personal brands, focusing on storytelling, community engagement and long‑term vision (curranmedia.co).
Social‑media marketing and content creation. We have produced high‑quality videos, brand campaigns and vlogs for our athletes and own business and understand the process. A strong digital presence attracts sponsors and increases endorsement value (forbes.com).
Merchandise and licensing. From setting up online stores to licensing agreements, we help athletes monetize their likeness through apparel and memorabilia (sportsbusinessjournal.com).
Camps and clinics. We can help organize camps and clinics that allow athletes to earn income, give back to the community and strengthen fan relationships (sportsbusinessjournal.com).
Business, Entrepreneurship and Technology solutions. Our team is entrepreneurs to the bone and can help athletes start a business or even have our team create something together. (curranmedia.co).
Compliance and education. We ensure that every deal is reported and adheres to NCAA and state rules (investopedia.com), and we educate athletes about financial literacy and intellectual property so they can make informed decisions (forbes.com).
Looking Ahead
NIL opportunities will only continue to grow. NIL is changing fast and are adapting to every change with our athletes and talent. Analysts had projected that nearly 90 % of NIL deals are sponsorships or promotional partnerships (investopedia.com) and that the most popular players could earn hundreds of thousands or even millions of dollars per year (investopedia.com). Meanwhile, state laws and NCAA rules remain a moving target (investopedia.com). In this rapidly evolving environment, a proactive, ethical and innovative agency can make all the difference.
At Curran Sports & Entertainment, we believe that college athletes should not only cash in on their talent but also build lasting brands that transcend their playing careers. Whether you’re an athlete, parent, coach or brand representative, our team is here to answer your questions and help you navigate the NIL landscape. Reach out today to start building your NIL strategy with an agency that understands both the game and the business.