Compliance, Community, and the Future of NIL: Navigating the New Era

The college sports landscape is no longer just shifting—it is fundamentally transforming. With the House Settlement establishing the College Sports Commission (CSC) and its NILGo portal as the defacto clearinghouse for NIL deals and Athletes.org (AO) recently unveiling a historic Collective Bargaining Agreement (CBA) framework, brands and student-athletes are at a critical intersection of accountability and opportunity.

At WIN | WIN, we serve as a strategic thought partner navigating these developments. We maintain direct relationships with both the CSC and Athletes.org, ensuring our NILi (NIL for Impact) model remains at the forefront of the industry’s evolution.

Two Paths to Stability: CSC vs. Athletes.org

The industry is currently weighing two primary frameworks for bringing order to the college sports ecosystem. While their approaches differ, both emphasize a move toward transparency and professional standards.

1. The CSC Compliance Model (NILGo)

Under current regulations, the CSC’s NILGo portal acts as a centralized clearinghouse. To remain compliant, third-party deals must be reported to ensure they meet Fair Market Value (FMV) standards. The goal is to verify a Valid Business Purpose (VBP)—ensuring that payments are for real marketing services and not just "pay-for-play" in disguise.

Want to learn more about the current model? Check out Olivia Nuss’s great overview. 

2. The Athletes.org CBA Framework

Released in December 2025, the AO framework proposes a professional-style partnership between student-athletes and institutions. A key element of this proposal is the abolishment of current third-party NIL restrictions.

• Abolishing the FMV System: AO explicitly proposes that the CSC's Fair Market Value system be removed, allowing for uncapped true marketing compensation.
• Consolidated Compensation: AO seeks to replace the current "patchwork" system with a single, enforceable athletic services contract that pays student-athletes for their participation and services.

Want to nerd out and read the whole CBA? Fine. 

How NILi Fits Into Every Future

Whether the industry leans toward rigid CSC reporting or shifts toward a negotiated CBA, the NILi (NIL for Impact) model is built for long-term stability. By centering campaigns on social impact and nonprofit partnerships, we solve the core challenges of both frameworks:

• Authentic Storytelling: Providing clear proof of Valid Business Purpose by creating story-driven content rather than simple transactional posts.
• The "Collective" Approach: Mitigating risk by using a network or "team" of athletes, which mirrors the professional collective model and provides better ROI than relying on a single "superstar".
• Clear "Work" Trail: Generating content that serves as a record of services rendered, satisfying both compliance audits and the storytelling needs of a modern brand.
  

Neutral Ground: As the business of college sports evolves, it is clear that "the way one school operates often differs dramatically from another". We believe that by staying engaged with all stakeholders—from commissions to player associations—we can build a more sustainable ecosystem for all.

The Ultimate Triple-Win

At the end of the day, the goal remains a "Triple-Win":

• The Brand gains deep consumer loyalty through authentic, purpose-driven content.
  
• The Student-Athlete is empowered to use their platform for a cause they genuinely care about while being fairly compensated.
  
• The Nonprofit (NPO) receives awareness, volunteers, and critical funding.
  
  

By building your NIL initiative on a foundation of impact, you aren't just following the rules—you're setting the standard for the future.

Ready to build a strategy that balances compliance with high-impact results?