The chipped Formica of the diner booth felt cold under Noah Collins Howard’s elbows as he scrolled through a direct message offering him $500 to promote a local car wash on Instagram. He’s a junior, a promising football recruit with Division I offers already on the table, and suddenly, he’s a small business’s marketing department. It’s exhilarating, sure, but also… unsettling. “When it comes to NIL, some people just want the money, and they just spend it immediately,” he told me, pushing a half-eaten plate of fries aside. “Well, you’ve got to know how to take care of your money. And again, you need to know how to grow it because you don't want to just spend it.” This isn’t just about teenage spending sprees; it’s about a fundamental shift in the landscape of amateur athletics, and a growing realization that opportunity without preparation can be a dangerous thing.
The Proletarianization of the High School Athlete
The explosion of Name, Image, and Likeness (NIL) deals has undeniably democratized opportunity for student athletes. In 2023, NIL activity generated an estimated $1.7 billion in total economic impact, according to data from NIL analytics firm INFLCR – a figure that was essentially zero just three years prior. But this sudden influx of cash, particularly at the high school level, is creating a new class of young professionals navigating complex financial waters with little to no guidance. It’s a jarring transition. These athletes are expected to perform at an elite level on the field and manage income streams, taxes, and potential endorsements before they can legally vote. The old amateur ideal is gone, replaced by a system that, for many, feels strikingly like a minor league version of professional sports.
This article draws on reporting from Spectrum News.
Beyond the Endorsement: Building a Financial Foundation
Enter Glory2Glory Sports Agency in Rochester, New York, and their “Students for Change” program. Partnering with Advantage Federal Credit Union, they’re attempting to fill a critical gap: financial literacy. It’s a pragmatic response to a chaotic new reality. “College sports is now pro sports,” explains Antoine Hyman, CEO of Glory2Glory. “These kids are going from one extreme to the other financially, and it's important for them to have the tools necessary to navigate that massive shift.” The program isn’t just handing out money management pamphlets; it’s providing access to student checking accounts, tailored financial literacy courses, and, crucially, credit-building tools. Diane Miller, VP of marketing and PR at Advantage Federal Credit Union, emphasizes the importance of early intervention. “We have youth accounts, student checking accounts—they were all designed specifically for students and the youth.” The focus isn’t solely on immediate gains, but on establishing habits that will serve these athletes long after their playing days are over.
The Ripple Effect of Early Financial Habits
The urgency is clear. Financial experts consistently warn that establishing sound money habits early is paramount. Nihada Donohew, executive vice president of Advantage Federal Credit Union, puts it bluntly: “If you don't start young, you're always catching up. The younger you start them, the better off they're going to be on that financial path.” This isn’t just about avoiding frivolous spending; it’s about understanding concepts like investing, saving for taxes, and building a credit score – skills that are often overlooked in traditional high school curricula. Dayshawn Preston, another junior benefiting from the program, admits the experience has been eye-opening. “It's very important. Especially my first time having my own card and bank account—so that's super exciting.” He also highlights the value of local connections facilitated by Glory2Glory, securing deals with businesses in the Rochester area.
A New Era of Athlete Advocacy
What’s happening in Rochester isn’t an isolated incident. Across the country, agencies and financial institutions are scrambling to provide similar services. But the core issue remains: the power dynamic. NIL deals, while lucrative for some, can also be exploitative. Athletes, particularly those from disadvantaged backgrounds, are vulnerable to predatory contracts and poor financial advice. Hyman recognizes this, stating, “These high school kids need someone to legitimately advocate their skills, their character and help them pick the right space. Everything has changed now.” The success of programs like Students for Change hinges on their ability to empower athletes not just financially, but also in their decision-making process.
The question now isn’t whether NIL is here to stay – it is. The real question is whether the infrastructure will develop to protect these young athletes from the pitfalls of sudden wealth and ensure they’re equipped to navigate a world where their athletic prowess is also a marketable commodity. Will we see a standardized curriculum for NIL financial literacy integrated into high school athletic programs? Or will we continue to rely on patchwork solutions, leaving too many young athletes vulnerable to making life-altering mistakes? The future of college athletics – and the financial well-being of its stars – depends on the answer.
