Coleman Legal Group, LLC

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Name, Image, and Likeness (NIL) and Legal Guidance for College Athletes in Georgia

Georgia has become one of the country’s most important places for college sports, with major programs in Athens, Atlanta, and across the state. Today’s college athletes are not only competitors. They are brand owners, small-business operators, and, increasingly, paid participants in a rapidly changing system. The rise of name, image, and likeness (NIL) rights, followed by the arrival of direct revenue sharing between schools and athletes, has created real financial opportunity. It has also created real legal complexity.

Whether you are signing your first NIL deal, weighing a transfer, negotiating a revenue-sharing agreement, or protecting your brand, experienced legal guidance can help you understand what you are agreeing to and protect your rights, your income, and your future. This guide explains NIL and the other legal issues Georgia college athletes should understand, and how our firm can help.

College Sports Has Changed: NIL and Revenue Sharing

For decades, college athletes could not earn money from their athletic careers. That changed in 2021, when NIL rules opened the door for student-athletes to be paid for the use of their name, image, and likeness. Georgia was an early adopter. Under Georgia law (House Bill 617, effective July 2021), college athletes in Georgia have been permitted to earn NIL compensation, and a 2024 executive order confirmed that Georgia schools may compensate athletes directly without facing penalties from athletic associations.

The system changed again in 2025. Under a major legal settlement known as the House v. NCAA settlement, many Division I schools may now share revenue directly with their athletes, up to an annual cap that began at roughly $20.5 million per school and is expected to grow over time. In addition, most third-party NIL deals above $600 must be reported and reviewed for fair market value through a clearinghouse, and a new College Sports Commission oversees compliance. These rules are new and still developing, so it is important to confirm the current requirements before you sign anything.

What Name, Image, and Likeness (NIL) Means

The term name, image, and likeness refers to the commercial value of your identity and your right to be paid for its authorized use. For a college athlete, NIL value is often tied to athletic achievement, public recognition, community involvement, and social media influence. NIL is not the same as being paid to play. It is compensation for the use of your identity or influence in connection with legitimate business or marketing activities, such as endorsing a product or promoting a brand.

Common NIL Opportunities for College Athletes

NIL opportunities can take many forms, including:

Endorsement deals, such as promoting apparel, nutrition products, sporting goods, or local businesses.
Social media partnerships, including sponsored posts, brand-ambassador programs, and affiliate marketing.
Public appearances, autograph sessions, youth camps, clinics, and speaking engagements.
Content creation on platforms such as YouTube, podcasts, and livestreams.
Merchandise featuring your name, image, or personal brand.
Payments arranged through NIL collectives that support a school’s athletes.

Every NIL Deal Is a Binding Contract

Even an informal NIL arrangement can create legal obligations, and both written and verbal agreements may be enforceable. Before entering any NIL deal, you should read every provision carefully. This is true even when a contract is presented as a “standard form,” because such agreements often contain terms that favor the company offering the deal. Signing without fully understanding the terms can lead to payment disputes, unexpected obligations, restrictions on future opportunities, or legal liability.

Key Contract Terms Every Athlete Should Review

Before signing an NIL or endorsement agreement, pay close attention to these provisions:

Compensation: The contract may provide a flat fee, hourly pay, revenue sharing, or performance bonuses. Review the payment schedule and whether expenses such as travel or promotional costs are reimbursed.
Scope of services: The agreement should clearly define your responsibilities, such as the number of posts, appearances, videos, or shoots required.
Exclusivity: Exclusivity provisions decide whether you can work with competing brands. Overly broad restrictions can block valuable future deals.
Length and renewal: Review the term of the agreement, any automatic renewal, and your right to end the contract early.
Ownership and licensing of content: Understand who owns the photos and videos created during the partnership, and whether the company can keep using them after the deal ends.
Approval rights: Check whether you can review and approve content before it is published, and whether the company can reuse it indefinitely.
Termination: Termination provisions explain when either party may end the agreement, what notice is required, and how it affects your pay.
Morals and conduct clauses: Many deals let a company end the contract if your conduct could harm its reputation. These clauses can be broad, so read them closely.
Dispute resolution: Look for arbitration requirements, the legal venue, and choice-of-law provisions that decide how and where a conflict would be handled.

Beyond NIL: Other Legal Issues College Athletes Face

NIL contracts are only part of the picture. As the college sports system evolves, athletes increasingly need guidance on a broader set of issues:

Revenue-sharing agreements: Direct payments from a school are a new kind of contract with their own terms. These agreements deserve the same careful review as any other deal, including how the money is paid, what is expected in return, and what happens if you are injured or transfer.
Eligibility and compliance: NIL and revenue-sharing activities are governed by athletic-association rules, conference policies, school policies, and state law. Many schools require you to disclose deals for compliance. A misstep can put your eligibility at risk, so it is important to confirm and follow the current rules.
The transfer portal: Transferring schools can affect existing NIL deals, revenue-sharing arrangements, and scholarship terms. Understanding how your commitments travel with you, or do not, is essential before you make a move.
Athletic scholarships: Scholarship agreements have their own terms for renewal, reduction, and cancellation, and they interact with new roster limits. Knowing your rights helps you protect your education and your position on the team.
Agents and representation: Choosing the right representation matters. Agent and representation agreements should spell out services, fees, and duration, and you should confirm that any agent meets applicable registration and disclosure requirements.
Taxes: NIL and revenue-sharing income is generally taxable. Athletes often receive a Form 1099 rather than a W-2, may owe self-employment and estimated taxes, and should keep careful records of income and expenses. Both federal and Georgia taxes can apply.
Business formation: Many athletes form a limited liability company (LLC) under the Georgia Limited Liability Company Act (O.C.G.A. § 14-11-203) to manage NIL income, separate business from personal finances, and limit personal liability.
Trademarks and brand protection: Your name, nickname, and logo can become valuable trademarks. Registering and protecting them, along with your right of publicity, helps prevent others from profiting from your identity without permission.
International student-athletes: Athletes on F-1 student visas face significant restrictions on earning NIL income while in the United States. If you are an international athlete, get individualized legal and immigration advice before signing any deal.
Disputes: When a brand or collective does not pay, or a conflict arises over a contract, options range from a demand letter and negotiation or mediation to litigation. In certain Georgia disputes involving bad faith or stubborn litigiousness, you may be able to recover attorney’s fees and expenses (O.C.G.A. § 13-6-11).

For Parents and Families of College Athletes

Most college athletes are young adults making significant financial decisions for the first time, and family support can be valuable. Encourage your athlete to read every contract before signing, since even small terms can affect payment, responsibilities, and future opportunities. Understand that NIL income is generally taxable and must be reported, and keep detailed records of contracts, payments, and expenses. Think about long-term branding so that each opportunity fits your athlete’s image and goals. Above all, avoid pressure to sign immediately, and take time to review terms and ask questions before committing.

A Note on Georgia High School Athletes

High school athletics are governed separately from college sports, and the rules for high school NIL differ from the college rules described here. High school athletes and their families in Georgia should confirm what is currently permitted under the applicable high school association and school policies before pursuing any NIL opportunity.

How Coleman Legal Group Helps College Athletes in Georgia

Coleman Legal Group, LLC represents college athletes, families, and businesses navigating NIL and the changing world of college sports throughout metro Atlanta and across Georgia. We review, draft, and negotiate NIL, endorsement, and revenue-sharing agreements; advise on agent and representation contracts; form Georgia LLCs and other entities; help protect trademarks and brand rights; coordinate on tax planning; and represent clients in disputes. Led by attorney Danny Coleman, MBA, our firm brings a strong business and finance perspective, helping athletes understand not just the legal terms of a deal but the numbers and long-term consequences behind it. Based in Alpharetta, we serve student-athletes at colleges and universities across the state.

Call 470-947-2471 now to speak with a Coleman Legal Group attorney about your NIL deal or college sports legal question.

If you are a college athlete, parent, or business with an NIL or college sports legal concern, our attorneys and staff are ready to help. Coleman Legal Group, LLC proudly serves clients in Alpharetta, Atlanta, and throughout Georgia.

Frequently Asked Questions

Can I negotiate an NIL contract?

Yes. Most NIL agreements are negotiable, especially terms related to payment, deliverables, exclusivity, and usage rights.

Do I need a written agreement?

While verbal agreements can sometimes be enforceable, written contracts are strongly recommended because they document expectations and reduce disputes.

Can I sign more than one NIL deal?

Yes, unless an agreement includes exclusivity restrictions that limit working with competing brands.

Is my NIL income taxable?

Generally, yes. NIL income is usually reported on a Form 1099, and you may owe federal and Georgia taxes, including self-employment and estimated taxes. Keep good records.

Should I form an LLC?

Many athletes do. A Georgia LLC can help separate business from personal finances, limit personal liability, and organize your NIL activity. Whether it fits depends on your situation.

What happens if a company does not pay me?

Depending on the contract, you may be able to enforce payment through a demand letter, negotiation, mediation, or litigation.

Do international athletes have NIL restrictions?

Often, yes. Athletes on F-1 visas face significant limits on earning NIL income in the United States and should get individualized legal and immigration advice first.

When should I speak with an attorney?

Before signing any NIL, endorsement, revenue-sharing, or representation agreement, especially if the terms are complex, restrictive, or long-term.

This article is provided for general informational purposes only and does not constitute legal advice or create an attorney-client relationship. NIL and college sports rules are changing quickly and vary by school, conference, and governing body. If you have questions about your specific circumstances, please consult a licensed Georgia attorney.

Written by: Prisha Gulati
Edited by: Coleman Legal Group, LLC

Updated: 2026-07-19