“I Want to Return for Another Season” — Cooper Opens Up About the Hurdles in Securing Lucrative NIL Deals… Are Athletes Being Undervalued?

In recent years, the landscape of college athletics has been dramatically transformed by the introduction of Name, Image, and Likeness (NIL) rights, which allow college athletes to profit from their personal brand. This new era has opened doors for athletes to earn compensation through sponsorships, social media endorsements, and even partnerships with major brands. Yet, for all the potential it holds, securing lucrative NIL deals hasn’t been as straightforward as many hoped.

For athletes like Cooper, a rising star in collegiate sports, the reality behind NIL is far more complex than the headlines suggest. Despite being a top-performing player, Cooper has faced significant challenges in securing high-value sponsorships and endorsements. His candid reflections on this struggle shed light on the pressures faced by athletes and raise important questions about how these deals are negotiated and valued in today’s competitive market.

“I want to return for another season,” Cooper says with determination. But his desire to return for one more year isn’t just about continuing his athletic career; it’s also tied to his hope that with another year of performance and growth, he’ll finally land the kind of NIL deal that will not only secure his future but also raise awareness about the hurdles that athletes are currently facing.

The Reality of NIL: Promise vs. Execution

When the NCAA officially allowed athletes to profit from their NIL rights in 2021, the sports world was abuzz with excitement. High-profile college athletes like basketball’s Paolo Banchero and football’s Bryce Young were expected to sign seven-figure endorsement deals, thanks to their national recognition and social media following. The promise was that NIL would provide college athletes with the ability to profit from their name and image, leveling the playing field between them and professional athletes.

But the reality has been more nuanced. While some elite athletes have indeed cashed in, many others, including Cooper, have found that landing a substantial NIL deal requires more than just performance on the field or court. It requires navigating a complex and often unpredictable marketplace that values a variety of factors beyond athletic ability.

“I didn’t realize how much went into these deals,” Cooper admits. “I thought it was all about how well you performed on the field, but there’s so much more—like your social media presence, your marketability, and even your connections. If you’re not in the right circles, it can be really tough to get those big offers.”

Indeed, NIL deals are often influenced by an athlete’s social media reach, personal branding, and appeal to companies looking to tap into niche audiences. For example, a star quarterback with a massive following on TikTok or Instagram is far more likely to land a lucrative deal than a player in a less marketable position, even if they have similar on-field performance. This can leave athletes who don’t have the same digital presence at a significant disadvantage, regardless of their talent.

The Struggle for Representation and Guidance

One of the most striking issues Cooper highlights is the lack of proper guidance many athletes face when trying to navigate the NIL landscape. While professional athletes typically have agents, managers, and teams of lawyers to help them secure deals, many college athletes are left to figure things out on their own. Without the right representation, athletes can miss out on opportunities or, worse, sign deals that undervalue their potential.

“I didn’t really have anyone who knew the ropes of NIL,” Cooper explains. “It was overwhelming trying to figure out which companies were legitimate, what a fair deal looked like, and how to protect my interests. I had to rely on friends and family, but none of us really knew what we were doing. I can’t imagine how tough it is for athletes who don’t have that support system.”

Cooper’s experience is far from unique. Many college athletes have voiced similar frustrations, and the lack of clear guidance has led to widespread concerns about exploitation. With NIL deals still in their infancy, the lack of regulation and standardized contracts means that some athletes are signing deals that fall well short of their true market value. The absence of clear pathways to secure lucrative endorsements has raised questions about whether college athletes are truly getting a fair shake in the current NIL ecosystem.

The Disparities Between Men’s and Women’s Sports

Another area where NIL deals highlight significant disparities is between men’s and women’s sports. While men’s basketball, football, and baseball dominate the NIL market, female athletes in less commercially popular sports face greater hurdles in attracting attention and sponsorships. Even top athletes in women’s sports like basketball and soccer often have to work harder to secure brand deals, despite their impressive performances and dedicated fan bases.

For Cooper, a male athlete, the gender disparity is something he’s noticed but hasn’t directly experienced. However, he’s aware that female athletes face an additional layer of difficulty when it comes to NIL.

“I think everyone has a lot of potential, but you can definitely see that some sports just get more attention than others,” he reflects. “If you’re a male football player, there’s so much more money to be made. But if you’re a woman, it can feel like you’re overlooked, even if you’re performing at the highest level.”

This observation brings to light a significant challenge that NIL reforms have yet to address: the unequal distribution of sponsorships across different genders and sports. Female athletes are often underrepresented in the marketing and sponsorship world, and although the visibility of women’s sports has been growing in recent years, it still pales in comparison to the dominance of men’s sports.

The Long-Term Impact of NIL Deals on College Athletes

While securing a high-value NIL deal can provide immediate financial relief for college athletes, the long-term benefits and challenges are less clear. For some, a lucrative deal could set them up for life, allowing them to invest in their future or ease the pressure of balancing school, sports, and work. For others, NIL might represent a fleeting opportunity that disappears once their college career ends.

“I want to secure something that lasts,” Cooper says. “Sure, I’d love to have a good deal now, but I’m thinking long term. I don’t want to just capitalize on one or two seasons of success. I want to build something sustainable, something that can help me even after I graduate.”

This mindset is critical, especially as athletes face the uncertainty of life after college sports. The vast majority of college athletes won’t go on to play professionally, and even those who do face short careers in their respective sports. For Cooper and many others, NIL could be a crucial part of building a post-athletic career, whether that’s through brand partnerships, business ventures, or media opportunities.

However, the transient nature of college athletics—coupled with the unpredictable world of NIL—means that many athletes may find themselves scrambling to figure out their future once their eligibility expires. Without proper financial literacy and career guidance, some may squander their earnings or miss out on opportunities to transition into life after sports.

Are Athletes Being Undervalued?

So, are college athletes being undervalued in the current NIL landscape? The answer is complex. While some high-profile athletes have secured life-changing deals, the majority of college athletes are still navigating an uneven playing field. The lack of transparency, the dominance of men’s sports in the NIL market, and the absence of solid financial guidance all contribute to a situation where athletes like Cooper may be underpaid for their contributions both on and off the field.

“It’s hard not to feel like we’re undervalued at times,” Cooper admits. “We put in all this work, we sacrifice so much, and yet we’re not always getting what we deserve. It feels like the market is still figuring out how to value athletes properly, and in the meantime, some of us are falling through the cracks.”

As the NIL system continues to evolve, it’s clear that athletes—especially those outside of the most popular sports—are facing significant hurdles in securing fair compensation. While NIL has opened new doors for college athletes, it has also highlighted the need for greater support, clearer regulations, and more equitable distribution of opportunities. Until those issues are addressed, the question remains: Are athletes truly being valued for all that they bring to the table?

As Cooper reflects on his desire for one more season, he recognizes that NIL is both a blessing and a challenge. While the potential for profit is there, it’s often tied to factors outside of an athlete’s control—social media presence, marketability, and networking. In an ideal world, athletes would be compensated fairly for their hard work and talent, without having to navigate such a complex and unpredictable market.

For now, Cooper’s journey is a reminder that the road to securing lucrative NIL deals is far from simple. And as college athletes continue to grapple with these issues, the larger question looms: Are we truly valuing the labor and talent of these athletes, or are they still being left behind in the rush to profit from their name, image, and likeness?