Generational Opportunity

3/29/2026

There is much to be said about the need, desire, and ability to leave an inheritance to one’s children. Of course, we know that inheritance includes wisdom, righteousness, and good character. While some focus solely on material possessions or financial wealth, when these are combined with strong values, they can change the trajectory of families for generations.

In recent years, a new opportunity has emerged for college athletes to begin building generational wealth. With the introduction of Name, Image, and Likeness (NIL) deals, student-athletes can now be compensated for who they are and the value they bring. Previously, collegiate athletes were not allowed to benefit from their own name, image, or likeness—while institutions and other entities profited, often to the tune of millions, leaving these athletes with significant lost opportunities.
Now, there are some—perhaps a growing number of people, leaders, and institutions—who bemoan this shift, arguing that it is hurting sports like football and basketball.
But let’s consider the numbers:
The average college professor earns between $79,000 and $140,000 per year. Meanwhile, in some power conferences, coaches earn between $2.5 million and $4 million annually, with elite coaches exceeding $8 million. By comparison, the average NIL earnings for players are around $65,000. High-tier starters may earn between $100,000 and $300,000, while elite players and top transfers can earn between $1 million and $3 million. In some power conferences, total team rosters are valued between $7 million and $10 million.
Additionally, 57% of collegiate basketball players are African American, and 81–84% of them graduate within six years.
Given these realities, I contend that some of the resistance to NIL is not simply about preserving tradition or reminiscing. Rather, it reflects a desire to keep financial resources in-house. The truth is, the money has always been there—evidenced by the salaries of coaches compared to professors.
This is where we must be clear, this moment is not just about money, it is about stewardship. It is about what we do with the opportunity placed in our hands.
The Bible reminds us in the Book of Proverbs 13:22, “A good man leaves an inheritance to his children’s children.” That means what is gained today should not end with us. It should outlive us.
So the question is not whether the opportunity exists, the question is whether we will prepare ourselves and the next generation to handle it. Because when character meets opportunity, legacy is born.
Pastor Mike Neal

2 Comments

Litisha Hall

3/30/2026 10:21:14 am

As a former General Manager of Men’s Basketball at DePaul, I have a nuanced view of NIL.

I absolutely believe NIL created a meaningful opportunity for student-athletes to earn money from their name, image, and likeness. In principle, I support that. If a student-athlete is used in advertising, marketing, promotions, merchandise, or business partnerships, they should have the right to be compensated. For too long, others benefited financially while the athlete had little control over their own value.

What I hoped NIL would become, however, was something more developmental than transactional.

I believed NIL could teach student-athletes how to build a brand, market themselves, create camps, develop products, form partnerships, and learn the business skills that could sustain them long after the game is over. Those are the athletes I admired most — the ones who used NIL not just to earn money, but to gain knowledge, discipline, and ownership. Those are skills that travel beyond college, beyond athletics, and beyond the possibility of going pro.

What I experienced, though, was often very different.

I saw situations where promises were made to athletes simply to get them to play or stay. I saw students who were not interested in learning how to create value, but instead expected money simply because they were athletes. I created a multi-week NIL curriculum to help our players understand branding, compliance, and business-building. I worked to connect them with real opportunities, including through the Chicago Chamber of Commerce, so they could meet businesses and learn how to earn. Too often, that work was not embraced with the seriousness it deserved.

That is where my conflict lies.

I do believe athletes deserve compensation when their name, image, and likeness are truly being used. I do not believe the healthiest version of NIL is boosters simply paying athletes to remain on a roster. I wanted the young people I worked with to earn income by building something, learning something, and becoming something.

The reality is that only a small percentage of college athletes will make it professionally. Even fewer will build long-term wealth through sports alone. So the question should never be only, “How much can you get now?” It should also be, “What are you learning that will carry you later?”

That is why I believe NIL is at its best when it becomes a bridge — not just to money, but to entrepreneurship, discipline, confidence, and life after sports.

Camille

3/30/2026 08:18:32 pm

I agree with this perspective! Unfortunately at many institutions, the focus is not what’s next only what they can get from the players now.

Many players don’t make it to the league and have to start over because they did not take full advantage of the business opportunity given to them. I hope that the NIL will continue to provide opportunities to students, while also educating them.

Generational Opportunity

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