NIL and AI: what college athletes need to know about AI likeness deals
College athletes can earn from name, image and likeness. AI adds new deal types and new risks. Here is what to look for.
Since NIL rules changed in 2021, college athletes in the US can earn from their name, image and likeness. Generative AI adds a new kind of NIL deal, and a new kind of risk.
New deal types
- AI-generated social content for brands.
- Voice models for personalised fan messages.
- Digital twins for games, apps and training products.
What to check before you sign
- Scope: is AI use limited to one campaign, or open-ended?
- Term: when does the brand have to stop using your likeness and delete your models?
- Approval: do you see every output before it runs?
- School and conference rules: does the deal conflict with team sponsors or institutional marks?
- Payment: are you paid per use, per campaign or a flat fee?
Protecting younger athletes
Athletes under 18 need parental consent, and many platforms restrict AI processing for minors entirely.
How Valaritas helps
Valaritas lets athletes set what they will and will not allow, approve every request and get paid first, with a record of every use.
Frequently asked questions
Can college athletes license their likeness for AI?
Yes, subject to state law, school and conference rules, and any existing agreements.
What is the biggest risk of AI NIL deals?
Open-ended rights. Always limit scope, term and media, and keep approval over every output.