Yes—and it’s one of the wildest shifts college athletics has ever seen.

Colleges have to spend money now to stay competitive, even with amateur athletes. That’s because while student-athletes are still considered “amateurs” under NCAA rules, NIL (Name, Image, and Likeness) has completely transformed the landscape. Here’s why:

1. NIL Made Amateurs Cost Money

Before NIL, schools just had to offer scholarships. Now? Top athletes are earning six or even seven figures in NIL deals—and while schools can’t directly pay players, they’re investing heavily in:

• NIL Collectives (boosters pooling money to attract/retain players)

• Marketing departments to help athletes grow personal brands

• Facilities that rival pro teams

• Social media/creative staff to promote players and boost visibility

2. The Transfer Portal = Free Agency

If you’re not competitive with NIL, athletes can—and will—leave. The portal makes it easier than ever. Now colleges have to recruit and re-recruit their own roster every year, just like pro teams.

3. Recruiting Now Has a Price Tag

The old formula—“Come play for the name on the jersey”—isn’t enough. Recruits are asking:

• “What’s your NIL situation?”

• “How many players on your team have deals?”

• “What does your school do to promote athletes?”

4. Even Small Schools Are Feeling the Heat

It’s not just D1 powerhouses. NAIA, HBCUs, D2, and D3 schools are seeing a ripple effect. To compete, they have to:

• Show they support NIL growth

• Partner with local businesses

• Create buzz-worthy social content

Bottom Line:

Yes, colleges must spend money to compete for “amateur” athletes. The term “amateur” may still technically apply, but the business of college sports is more professional than ever.