I’ve long been a proponent of paying college athletes for their services. Hell, it’s the one thing I agree with Rand Paul on. This archaic notion that “they’re getting their education for free and that’s enough” is simply myopic, and dare I say toxic. Often those making the argument are simply jealous they were not afforded the opportunity to go to college, and are resentful that many of these athletes at the start. Why else would someone write “The players should be grateful for this type of publicity the players received by the NCAA and not ask for cash.”

But that publicity is worth real world value, it has a price tag. Why should student athletes not capitalize on the “publicity” they are providing for the university and the athletic programs? Why should the institution be the only beneficiary of said publicity? I’ve written about these issues before; check out “It’s in the Game” from February this year.

This may finally be changing. Thus “name, image, likeness” (NIL) deals are the new business of college sports with news out today that the tide is turning. Alabama’s Nick Saban revealed that his new starting QB Bryce Young is already approaching a million dollars in signed endorsement deals. Beyond the staggering life-changing number number is what this represents is the momentous shift this. For decades, the NCAA has made billions off the backs of their athletes, isn’t about time these students get a recognizable cut of the money pie many of these universities have been feasting upon?

Young isn’t the only one making big money deals. Rival Auburn QB Bo Nix signed a sweet deal with tea drink maker Milos Tea. Arkansas wideout Trey Knox and his dog signed with PetSmart. HBCU star Hercy Miller signed with his dad Master P’s No Limit label for $2 million. Likely the most successful of the bunch, are Fresno State’s Cavinder twins parlaying their three million TikTok followers into real world cash.

The future for the deals seems to be bright.

That is not to say that I do not have concerns. Along with any endorsement deal is a complex contract filled with requirements and benchmarks the signee must meet in order to uphold the contract. What if Young or Nix gets injured? Do they still get paid? What if Knox gets benched after a few poor games? Is he still cashing those PetSmart checks? God forbid, what if one of these athletes gets arrested or cited for drunk driving? What does that mean for other athletes’ ability to earn money from NILs in the future?

There is sure to be a settling period, as company’s start to rationalize the money they’re doling out for some of these names. While it seems as if there’s no ceiling right now, you have to imagine that more staid numbers will shake out. Not every college quarterback is going to make Bo Nix money, nor would we expect the the starting wide receiver for Montana State to pull in six-figures to endorse his local Waffle House.

But what does this mean for the non-revenue sports? Are the ladies on the field hockey team afforded the same opportunity? How about the men and women on crew? The train just as diligently and far more physically taxing sport than anyone on the baseball team. Are they just left out in the cold?

And my biggest concern is the role of the institution in this new economy. We can assume Alabama has an inherent advantage based on name association alone, Saban noted this talking about the Crimson Tide’s “brand” during the SEC Media Day. But what about my alma mater Ball State? Because they’re a mid-major in the MAC with far less name recognition, do their athletes fall even further behind now that there’s yet another differentiator between them and the athletes at U of A?

Does Alabama use this in recruiting? “Come to Tuscaloosa. We have NIL deals waiting for you. Look at Young. Dude hasn’t even started a game and he’s already worth a cool milly.” Sorry, but that does raise questions and concerns from me.

I’m not saying don’t show them money. Please do. But let’s not do so without caution and introspection.