What Is Name, Image and Likeness?

Name, Image and Likeness (NIL) refers to an individual's right to control and profit from their personal brand — their name, image, likeness, and other identifiable attributes.

For college athletes, NIL means they can now earn compensation from activities such as endorsements, social media partnerships, appearances, autograph signings, content creation, and more — without losing eligibility, subject to applicable rules.

Why NIL Matters

NIL has fundamentally changed college athletics. Athletes can build personal brands, gain business experience, and earn income while still competing. For families, businesses, and schools, understanding NIL is essential.

Key Points

  • NIL rights belong to the athlete
  • Compensation must be for legitimate services or value
  • School and governing body rules still apply
  • NIL income is generally taxable
  • High school rules vary by state