Non-profit and NIL

When you think of NIL (Name, Image, and Likeness), you probably picture big brands like Nike, Adidas, or Jersey Mike’s. That’s what most people think of when they hear “NIL.” I was curious, though—are there any nonprofits that focus on NIL and student-athletes? It turns out there aren’t many. In fact, only a few exist. But one really stood out to me: the National NIL Foundation.

I had never heard of it before, and no one I know had mentioned it either. So I did some research—and I found it to be a really cool, albeit complex, organization. Let’s break it down.

The National NIL Foundation acts like a middleman between college athletes and charitable causes. It’s a registered 501(c)(3) nonprofit, which means it’s tax-exempt under a specific section of the U.S. Internal Revenue Code. That code designates nonprofits as tax-exempt if they operate for charitable, educational, religious, scientific, or literary purposes. The National NIL Foundation focuses specifically on charitable work.

This foundation promotes a model of NIL compensation that carries social value. It encourages student-athletes to give back to their communities while still benefiting financially from their NIL opportunities. That’s exactly why I admire this foundation.

I’m someone who believes that if you have the means to help others—especially those in struggling situations—you should. Here’s an example of how the National NIL Foundation operates: Let’s say a nonprofit at University X wants to compensate a student-athlete for volunteering with a local charity. The National NIL Foundation steps in to help by assisting in designing the program, providing funding to pay the athlete, and reviewing the activity to ensure it qualifies as charitable work. That’s a concept I believe every college athlete should embrace.

This is an incredible foundation because it shifts the focus away from just landing massive endorsement deals. Instead, it encourages athletes to look outside of their college bubble and give back to the communities that support them. In college towns like Eugene, there are countless opportunities for athletes to help those in need—while still benefiting from NIL deals.

If more athletes took this approach, I think the national perception of NIL would begin to shift. Rather than chasing only the biggest brands like Nike or Adidas, athletes could make a real impact by helping the people around them. They could give back to the same communities that pack the stands and cheer them on.

We need more college athletes to think about the people who support them—and find meaningful ways to give back.

Here is the link to the National NIL Foundation https://nilfoundation.org/