As the threat of a TikTok ban looms, athletes with Name, Image and Likeness (NIL) deals are bracing for a major shift in how they build their personal brands and attract sponsorships. TikTok is a key platform for athletes to connect with fans and showcase their value. Its removal would force a complete overhaul.
TikTok’s ban would ripple through the entire sports industry, challenging brands, marketers, and fans to adapt to a new way of engaging with athletes.
What are NIL Deals?
NIL (Name, Image, and Likeness) deals allow college athletes to profit from their name, image, and likeness previously prohibited under NCAA rules. This includes earning money through endorsements, social media, and personal brand partnerships. The shift has opened new financial opportunities for athletes, enabling them to monetize their popularity while still in college. As NIL continues to grow, it has become a critical factor in recruiting, sponsorships, and overall athlete branding.
Why Is TikTok Important for Athletes?
TikTok has become a game-changer for athletes navigating the NIL era. With the market projected to hit $1.67 billion by 2024-25, the platform has helped athletes turn social media influence into major brand deals.
Some of the biggest names have cashed in. Olivia Dunne, the highest-valued female college athlete, has an NIL valuation of $4.2 million. Travis Hunter, a two-way football star, leads with a $5.2 million valuation and a multi-year Adidas deal. The Cavinder twins have also built massive brands. Haley Cavinder ranks No. 37 among all college athletes with an $895,000 NIL valuation, while Hanna Cavinder follows at No. 42 with $852,000.
@_travishunter I pulled the @NerdWallet x Travis Hunter 1 of 1 Smartest NIL Deal Card!! It’s part of the Smartest NIL Deal Ever — and it even has a piece of my contract in it. A contract that ensures I’m using my money in the smartest way possible, by putting 20% of it into a savings account. 💵🔥 @Colorado Buffaloes Football #nerdwallet #ad
@livvy getting my LinkedIn ready #foryou #tiktokban #riptiktok #graduation
@cavindertwins
But NIL isn’t just for top athletes. Lesser-known players have also built personal brands and secured deals through TikTok. If banned, many would lose a key tool for exposure, forcing a shift in how they market themselves.
TikTok drives 40% of social media engagement for high school and college athletes, a 73% jump from last year, according to Front Office Sports. Losing the platform wouldn’t just impact athletes—it could force brands to rethink their entire NIL strategy. “…I could lose a huge portion of my audience. Approx. half of my NIL revenue comes from TikTok,” said Leah Clapper, a gymnast at the University of Florida and entrepreneur. Without TikTok, the entire landscape of athlete marketing could shift overnight.
@leahclapper Very weird, very awesome year. 2024 – here we come! #collegegymnastics #gymnastlife #gymnast #2023recap #happynewyear2024 #sanfranciscolife #fyp
TikTok’s Role in Building Athlete Brands
TikTok has helped NIL athletes build personal brands that go beyond their sport. The platform lets them showcase their personalities, engage with fans, and grow a following beyond their performance. This exposure creates opportunities in media, fashion, and entrepreneurship, expanding their influence outside athletics.
Female athletes have seen huge success in NIL deals. Top volleyball players land nearly 90 deals a year, while women’s basketball players secure around 40, according to Opendorse. In sports like gymnastics, soccer, swimming, and volleyball, female athletes often out-earn men. Top gymnasts make over $20,000 annually, with some NIL deals reaching six or seven figures.
“The amount of hours and time me and my creator friends have put into growing their business and having the majority of your followers be coming from that platform, the idea of it just disappearing in a day is really daunting”
-Emily Cole, Duke Track Alumni
How NIL Athletes Will Adapt if TikTok Is Banned
If TikTok is banned, NIL athletes will need to find new ways to connect with fans and attract brand deals. Instagram Reels and YouTube Shorts would likely become the go-to platforms for short-form video content, giving athletes a chance to showcase their personality and engage their audience. Some might also turn to platforms like X (formerly Twitter) or Twitch, which offer different ways to reach followers.
However, TikTok isn’t just another app, it’s been a major driver in helping athletes build their brands and connect directly with fans. If TikTok is banned, brands may have to rethink how they approach NIL deals, and athletes will have to get more creative to stay visible and maintain their sponsorship opportunities. The loss of TikTok could push athletes to adapt quickly, but it could also reshape the environment of NIL marketing in unpredictable ways.
