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FCS Championship: NIL Powers Winning Programs
The Montana State Bobcats’ dramatic 35-34 overtime victory in the FCS national championship game capped a season of grit, guts and, unexpectedly, growing financial opportunity for programs outside the traditional power structure. Montana State and Illinois State, long staples of the FCS playoffs, delivered one of the most thrilling finales in subdivision history. But beyond the blocked kicks and last-second heroics, there’s a subtler shift occurring: more FCS athletes are benefiting from NIL opportunities that were once the exclusive province of Power Five football players. While top football brands still orbit the biggest TV markets, regional sponsors and local businesses are increasingly tapping into the passionate fan bases of schools like Montana State, offering deals that allow players to monetize their performance and personalities. Combined with revenue-sharing frameworks, many FCS schools have opted into under the recent NCAA settlement, these smaller programs are finding it easier to retain talent and compete both on and off the field. In an era where the transfer portal often acts like a revolving door, the promise of NIL income and shared revenue is giving coaches a new recruiting tool without having to outbid the deep pockets of larger conferences. It’s not quite seven-figure deals and Times Square billboards, but at the FCS level, it’s a step toward financial viability that feels almost historic.
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Women’s Softball
NIL and the Women Who Pitched It There
If anyone thought that NIL would pass over women’s softball, the rise of deals over the past few seasons has proven otherwise. The sport has quietly become a poster child for how NIL can elevate athletes and programs that don’t always occupy national broadcast slots. With multi-sport sponsorship opportunities and breakout personalities attracting followers, softball players are forging partnerships that rival those in traditionally higher-profile arenas. In part this comes down to the visceral joy of the sport—walk-offs, perfect games, and personalities that translate well on social platforms—but it also reflects a broader appetite among brands to support women’s athletics. Top performers are no longer defined solely by ERA or RBI totals; they’re ambassadors for youth clinics, local businesses and national campaigns alike, turning tight spiral fastballs into something approaching household recognition. For schools, the combination of competitive success on the field and off-field monetization provides a recruiting edge that didn’t exist in the pre-NIL era, helping programs build deeper rosters and fan engagement as the season unfolds. Watching softball thrive under the NIL banner offers a snapshot of how even established spring sports can benefit when opportunity and exposure converge.
NIL Fuels Growth in Women’s Basketball
The landscape of women’s college basketball has shifted dramatically in recent years, and NIL is both a symptom and driver of that evolution. What used to be whispered about in recruiting offices—name, image and likeness—has become loud enough that sponsors are actively seeking out female athletes with compelling stories and strong followings. From apparel partnerships to ambassador roles that transcend sport, women’s basketball players are carving out financial opportunities once thought reserved for male counterparts. This shift isn’t just about income; it’s about visibility and validation. Athletes who excel on the court are now rewarded for engagement and influence off it, whether that’s through community outreach or digital content that resonates with fans. Coaches increasingly talk about NIL not as an afterthought but as an integral part of their program’s appeal, underscoring how recruitment and retention reflect current realities. For the broader sport, this means the conversation around women’s hoops isn’t limited to game days and tournament runs—it now includes brand campaigns and personal narratives that build connection and inspire future generations. In that sense, NIL is not simply changing economics, but culture itself. NIL2
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BRANDING 101
This Weeks Video: Purple Cows
The concept of the “purple cow” has nothing to do with agriculture and everything to do with being impossible to ignore. Marketing expert Seth Godin coined the term years ago to describe products and brands that stand out simply because they are remarkable. In the NIL era, where thousands of college athletes are technically “available for partnerships” but only a fraction get consistent deals, being a purple cow isn’t optional. It’s the difference between getting noticed and getting scrolled past.
Most athletes approach NIL the same way they approach warmups. Post a highlight clip. Add a logo. Drop a caption about “the grind.” That’s fine, but it’s beige. Brands aren’t looking for beige. They’re looking for athletes who make them stop and say, “That’s different.” The purple cow might be the wrestler who breaks down film on TikTok for casual fans, the softball player who runs youth clinics and documents it weekly, or the track athlete who turns training days into storytelling instead of stopwatch screenshots.
The key is that a purple cow isn’t loud for the sake of being loud. It’s authentic and consistent. It lives at the intersection of personality, sport and value to an audience. For NIL, that’s gold. Brands don’t want another athlete who can dunk. They want someone who can connect, explain, entertain or inspire in a way that fits their product.
College athletes don’t need to be influencers. They need to be remarkable. In a crowded NIL marketplace, the purple cow gets the deal, the repost and the long-term partnership. Everyone else just blends into the pasture.
