College Football 2025: Potential Continuation of Name, Image, and Likeness Controversies?
In the world of college football, a sport once governed by strict rules and traditional norms, a seismic shift is underway. The once-staid landscape has transformed into a bustling "wild west," with the NCAA Transfer Portal, the Player Opt-Out Option, and NIL Valuations at the heart of the change.
One notable example of this transformation is the case of Julian Humphrey, a player who committed to Texas A&M after a standout season with Georgia. Humphrey, who started all 10 games for the Bulldogs during the 2024 season, opted for a fresh start, highlighting the growing trend of players seeking new opportunities.
The value of a player's Name, Image, and Likeness (NIL) has become a significant factor in college football, with some athletes earning millions. Arch Manning, for instance, boasts an NIL valuation of $6.8 million, making him the most valuable player in college football according to Sports Illustrated. However, it's worth noting that Manning has not started a game for Texas.
On the other hand, Shedeur Sanders, the quarterback of the Colorado Buffalo's, had an NIL valuation of $6.5 million for the 2024-25 season. Despite his high earnings, Sanders was drafted in the fifth round of the 2025 NFL draft, No. 144 overall, and is expected to receive a four-year deal worth $4.6 million.
The disparities in earning potential among teammates can create resentment and fracture team unity. Jeremiah Smith, the wide receiver for the Ohio State Buckeyes, had an NIL valuation of $4.2 million at the end of the 2024 season. Despite having a lower NIL valuation, Smith is arguably a better performer at his position and a more crucial piece of the puzzle in the Buckeye's national championship run in 2024 than Sanders as quarterback of a 9-4 Colorado Team that lost their bowl game.
In response to these challenges, college football desperately needs new guard rails to manage the new capitalist trends and forces. A major recent development is an executive order signed by President Trump in July 2025, which seeks to clarify whether college athletes are employees of their schools. This order also establishes new national standards for NIL compensation and allows schools to directly pay athletes, with a payment cap of around $20.5 million per school annually.
The $2.8 billion settlement (House v. NCAA) requires schools to distribute compensation to former athletes denied NIL earnings, and it mandates the formation of the College Sports Commission, an independent oversight body that regulates NIL deals for current Division I athletes starting in June 2025. Athletes must report any third-party NIL deals of $600 or more through an online portal (NIL Go).
Coaches in college football must navigate this complex landscape, managing year-round recruitment and being vigilant of their own rosters due to players transferring. The new era of college football is a testament to the evolving relationship between athletes, schools, and the NCAA, reflecting increasing federal involvement, formal regulation, and a shift toward treating college athletes more like employees with rights to compensation for their NIL. The new executive order and oversight commission aim to balance athlete opportunity with protections for fair competition and education-focused athletics.
In 2025, college football, a sport that is being reshaped by evolving capitalist trends, will continue to face more craziness ahead with the ongoing transfer portal activity and player opt outs. Meanwhile, sports like football are gaining attention due to the significant value of a player's Name, Image, and Likeness (NIL), with some athletes earning millions.
