Syracuse, N.Y. (NCC News) — Since the NCAA changed its rules in 2021, allowing college athletes to profit from their Name, Image, and Likeness (NIL), the landscape of college sports has shifted dramatically.
What once was a system where athletes could only gain from scholarships has evolved into one where players can build personal brands, sign endorsement deals, and benefit financially. With these opportunities, however, come new complexities, risks, and imbalances.
ESPN broadcaster Bob Wischusen, who has covered college football and basketball for over 20 years, describes it as “kind of the wild west right now in college sports where every kid is a free agent basically at all times.” He notes that the open market has even led to some athletes transferring multiple times in a single year, creating instability across programs.
Wischusen adds, “There were always people that thought that the student athletes should very much share in the money that they’re creating and that they as the product themselves create,” highlighting the rationale behind NIL and its potential benefits for athletes.
One of the biggest debates around NIL centers on the widening gap between powerhouse schools and smaller programs. Large universities with massive alumni networks, wealthy donors, and well-organized NIL collectives have a clear recruiting advantage.
“There’s no question,” Wischusen says. “Can Ohio State outspend Villanova for football players? Of course they can. The bigger the school and the stronger the program, the more money they can raise. And as a result, they can pay players higher NIL benefits.”
Joey Simone, a senior finance major at Syracuse, isn’t just a casual fan—he played varsity basketball in high school and rarely misses a home game at the Dome. That background shapes how he views the new NIL system, which he sees as both a challenge and an opportunity for Syracuse athletics. “As a fan, I think NIL is great for Syracuse because it helps keep talent here,” Simone said. “But it’s also clear that schools with bigger wallets have the upper hand, so we’ll have to be creative to stay competitive.”
For Syracuse University, NIL initially felt like an uphill climb. Historically, the Orange lagged behind more resource-rich schools in adapting to the new era. But in the past few years, Syracuse has worked to close that gap with several collectives supporting student-athletes across athletics.
Syracuse’s NIL Efforts
Syracuse now has three main NIL organizations that approach athlete support from different angles:
Orange United: A fan and business-driven initiative aimed at keeping Syracuse competitive by channeling donor and sponsor support directly to student-athletes.
SU Football NIL: Closely tied to the arrival of Head Coach Fran Brown in 2023, this group focuses on leveraging football’s star power by connecting top recruits and transfers with endorsement contracts and sponsorship opportunities.
Athletes Who Care: A nonprofit founded in 2022, this collective pairs Syracuse athletes with charitable organizations in Central New York, enabling players to use their platforms for community impact while building their personal brands.
By combining these approaches of funding athletic performance, providing endorsement opportunities, and supporting community engagement, Syracuse is carving out a place in the NIL landscape. Wischusen points out that some structure is essential: “I would think that they have to come up with a framework where, alright, you’ve decided you’re going to be at a certain school, NIL money is X, you’re going to sign a contract, you’re going to stay there.” This highlights the need for stability in the current fluid NIL environment.
The Road Ahead
Still, challenges remain. Competing with powerhouse programs that can outspend nearly everyone is no small task. But NIL is not just about money.
It’s also about creativity, culture, and connection. Programs like Syracuse that highlight community involvement and provide student-athletes with real branding opportunities may find themselves better positioned than schools that rely solely on deep-pocketed boosters.
Wischusen notes, “Having this system where student-athletes can use their platform for both performance and community impact is key. Schools that combine exposure, branding, and meaningful engagement are the ones that will succeed in the long term.”
The NIL era has fundamentally changed college athletics, and while it has introduced instability, it has also given athletes unprecedented freedom and opportunity. For Syracuse, the question now is whether these efforts can translate into long-term success both on the field and in shaping how college sports evolve in this new era.