As the Name, Image, and Likeness (NIL) era approaches its fourth anniversary, the marketplace has evolved from a novelty into a $1B+ economy powering athlete-brand partnerships on an unprecedented scale. With the looming House v. NCAA settlement potentially turning athletic departments into hybrid talent agencies, the entire foundation of college sports could soon be reimagined. Amid legal uncertainty, brands are getting smarter—shifting focus from volume to value, with standout growth in the technology and beverage sectors leading the charge.

Tech brands saw a 29% year-over-year increase in NIL deal volume, reflecting their growing appetite for athlete-first marketing and scalable, digital-first campaigns. EA Sports led the way with its groundbreaking College Football 2026 initiative, offering $1,500 to over 14,000 FBS athletes—a significant jump from last year’s $600. Newcomer Epsilon made a splash with a democratized approach: a $500 Instagram campaign inviting athletes of all levels to share messages around teamwork. These efforts not only provide financial opportunity but also set a precedent for how tech platforms can engage athletes at scale, with creative control still in their hands.

Beverage brands—particularly in the non-alcoholic space—posted a 19% increase in NIL deals, riding a wave of health-conscious, lifestyle-forward marketing. Powerade continued its strong push in college sports, while Raising Cane’s captured cultural relevance through high-visibility moments like Times Square takeovers with championship athletes during New York Fashion Week. These activations highlight a trend toward long-term, storytelling-rich partnerships that go beyond simple logo placements. With athletes becoming influential lifestyle figures both on and off the field, beverage brands are recognizing the power of tapping into authenticity and audience engagement in a more strategic, sustained way.