NIL: Conference-by-conference breakdown in total compensation since Sept. 30
The latest NIL numbers are in, and the Big Ten leads all conferences in total compensation. The Big 12 has moved into the second spot, surpassing the ACC and SEC.
Conference USA is the highest ranked Group of Five conference, while the Pac-12 is the lowest Power Five conference. Division I athletes have made an average of $391, while the overall number across all three divisions is $366.
Football and men’s basketball account for nearly 80% of the total earnings, with women’s volleyball the third-highest grossing sport at 6.7%. In addition, more than 87% of the money has come from posting content online.
Below is the full conference rankings for NIL compensations:
- Big Ten
- Big 12
- ACC
- SEC
- Pac-12
- Conference USA
- Sun Belt
- Big East
- AAC
- Mountain West
Part of the discrepancy in compensation between conferences can be explained by the different NIL rules governing each state. Athletes from all 15 schools in the ACC signed a letter to US Senators in September requesting that a federal NIL bill be written, according to Sports Illustrated. The athletes described the current state of NIL as the “Wild West” and believe if action is not taken it could drastically impact recruiting.
The sweeping Supreme Court ruling at the end of June opened the door for college athletes to profit off their Name, Image and Likeness. The issue had been centerstage for quite some time, and the new rules were widely regarded as a positive change.
A few elite athletes turned into millionaires under the laws. Alabama quarterback Bryce Young was one of the first athletes to reach the $1 million mark without starting a game for the Crimson Tide. On July 2, incoming freshman Tennessee State basketball player Hercy Miller signed a four-year, $2 million endorsement deal with technology company Web Apps America.
Hanna and Haley Cavinder, twin women’s basketball players at Fresno State, signed a lucrative deal with Boost Mobile thanks to their join TikTok account.
But the new rules aren’t just opening doors for athletes to partner with businesses. It’s also allowed innovate minds to create their own business opportunities and develop their own brands. Following his emergence in the Red River Rivalry game, Oklahoma quarterback Caleb Williams filed for trademark of his own “Superman logo” that will be sold on various pieces of merchandise.
It’s clear that we are in the beginning of a new era for college sports, and more regulations are likely to come in the future. Once there are more universal rules, it will be interesting to track the NIL compensation for all NCAA conferences in the coming years.