Click HERE to watch NIL OPPORTUNITIES FOR ADVISORS video
By Dr. Maribeth Kuzmeski
There’s a seismic shift happening in college athletics — and it’s creating a $20.5 million opportunity at every major university. My other work (after Red Zone Marketing) as a professor at Oklahoma State and through an organization I created called The Brand Squad, I have found myself front and center with this issue.
Following the House v. NCAA settlement, schools will soon begin sharing revenue directly with student-athletes — up to $20.5 million annually per school. That’s not NIL. It’s university-distributed income or required revenue sharing that will flow into the hands of student-athletes.
And it’s just the beginning.
Add in traditional NIL deals — endorsements, appearances, content creation — and we’re witnessing the rise of a powerful, young, high-earning demographic that is underserved when it comes to financial advice.
These athletes need help with:
- Managing new, taxable income
- Planning for uncertain careers
- Structuring businesses and personal brands
- Making smart long-term financial decisions
That’s where financial advisors come in.
The opportunity here isn’t about selling products. It’s about becoming a trusted guide during one of the most financially confusing — and potentially life-changing — times in these athletes’ lives.
Winning in this era means:
- Building relationships with collectives and athletic departments
- Offering financial literacy workshops on campus
- Creating specialized service models for athletes and their families
- Developing connections with agents serving these student athletes
The bottom line? The NIL era — and now university revenue sharing — has permanently changed college sports. Advisors who step in early, educate, and build trust will not only help athletes succeed but also grow their practices in a whole new way.
It’s a $20.5 million opportunity. Will you tap into it?
Maribeth Kuzmeski, PhD, President of Red Zone Marketing, is a marketing strategist, advisor to financial services companies, bestselling author of 9 books, and a professional speaker rated as a Top 25 C-Suite Speaker as seen in Meetings & Conventions Magazine. She speaks on topics including marketing, branding, sales, and customer service.
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