College Football

NIL is changing the game in college athletics, at MSU and everywhere

NIL is changing the game in college athletics, at MSU and everywhere

Payton Thorne has, among many other deals, the “Payton Thorne Burger.”

Tori Ozment is saving the money she makes from MSUFCU as something to “build off” for her future.

Darius Snow has his own clothing company from which he designs and sells his own merchandise.

Morgan Beadlescomb gets free products and is learning about contracts and other elements of business as he prepares to enter the professional running world.

It’s a little different for each one, but these Michigan State athletes are all taking advantage of the new game-changing force in college athletics: Name, image and likeness.

If you follow college sports at all, you’ve likely heard of it. But even for the most fervent fans, there remains plenty of unknown. 

NIL is a policy the NCAA somewhat quietly enacted on July 1, 2021. It essentially allows college athletes to receive money or benefits by promoting a product or service. But just how does it work? How do the deals take place? And how do schools, including Michigan State, help their athletes navigate it? 

Those within MSU’s athletic department who work closely with NIL admit it’s a constant and ever-changing battle.

“This is a moving target,” said Ashton Henderson, a former MSU football player who was hired in February as the school’s executive associate athletics director for championship resources, where he heads up all things relating to NIL. “No one knows everything about NIL. And I think it’s important for all of us to be in lockstep and on the same page.”

With NIL still in its infancy, it’s unclear just how much it will shape college sports. Ohio State football coach Ryan Day recently said he believes his program will need at least $13 million per year in NIL deals to keep the current level of his roster intact year to year.

The statement may have set off alarm bells (with some) across college sports, especially with schools — such as Michigan State — that closely compete with the Buckeyes. 

Yet MSU athletics director Alan…

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