College sports are entering a new era with Name, Image, and Likeness (NIL) deals. Student-athletes can now profit from their brand and receive payments. The NCAA allowed NIL deals in 2021. New Virginia laws passed in 2024 permit direct payments from universities. VCU plans to pay athletes starting in 2025-2026 with a $5 million allocation. The House v. NCAA settlement may allow schools to pay up to $20 million annually. ODU player Kris Trinidad uses NIL to build his brand. Experts like Brendan Dwyer at VCU see the model shifting toward professionalism. VCU coach Phil Martelli Jr. navigates the impact on recruiting and suggests multi-year contracts. Former UVA coach Tony Bennett retired citing NIL and the transfer portal as factors. Some worry the focus on money affects community connection, according to VCU student commentator Ben Rekosh. ESPN analyst Jay Bilas notes NIL helps some players stay in college. VSU running back Rayquan Smith was known as “King of NIL” for numerous deals. The new landscape opens doors for less traditional programs to recruit top players, VCU student Thai Wilson noted. Kris Trinidad warns younger athletes about potential exploitation by agents. Virginia law restricts NIL compensation from certain sources like alcohol and gambling. Athletes gain power but face risks.
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