Four years ago, the collegiate-athlete scene shifted completely when the National Collegiate Athletic Association (NCAA) legalized players making money based of their name, image and likeness (NIL).  This was a substantial change that mainly affected Division I, but has left a butterfly effect that now impacts Grand Valley State University at the Division II level. 

During the 2021 trial run of NIL, both Division I and II athletes received compensation from businesses to promote their product or service with no financial limit. Student-athletes also became eligible to sign autographs and appear at business events for compensation, while also becoming able to hire an agent to assist with NIL activities. 

Since it is illegal for schools to directly pay student-athletes at the Division II level, GVSU athletes have turned to third-party websites like Opendorse and Influxer to expand their outreach. Opendorse is a website that allows student-athletes to get compensated for custom videos, social media shoutouts, and meet-and-greets. Influxer, which has a partnership with GVSU, helps student-athletes sell personalized merchandise like clothing, bags, chains and garden flags. These websites have been crucial for athletes who want to grow their brand at the Division II level.

“Division II as a whole remains committed to ‘life in the balance’ and a holistic approach to the student-athlete experience,” said Wendy Wilson, associate athletic director at GVSU. “That includes high-level athletics opportunities with access to championships, commitment to academic success and the value of community service. For the most part, student-athlete participation in NIL at Division II is an enhancement of student-athlete experience.”

Wilson noted the use of websites like Opendorse and Influxer is one of the primary ways student-athletes get compensated. 

“Teamworks, Influxer and Opendorse provide educational resources, marketplaces and payment options where student-athletes can research and be connected with NIL opportunities, as well as (being) an efficient (monetary) reporting method for institutions,” Wilson said.

A main difference between Division I and Division II is revenue sharing. Earlier this summer, the House vs NCAA settlement allowed athletic departments to directly share revenue with student-athletes. Each Division I school is given a cap of $20.5 million for its student-athletes. This ruling does not affect Division II or, in specific, GVSU, which makes the existence of third-party NIL websites even more crucial. 

“Athletes who want to pursue opportunities as social media influencers or in running their own camps and clinics, for example, are able to do so,” Wilson said. “Division II has not been directly impacted by the House settlement or other lawsuits related to NIL. However, Division II is indirectly impacted as the landscape of college sports continues to evolve.” 

The settlement states Division II athletic departments cannot be hands-on with student-athletes’ monetization. Universities are allowed to counsel and recommend certain deals, but cannot directly pay or share revenue with the student-athlete. This has left some student-athletes across the country feeling “stuck,” and certain athletic departments unsure how to assist students.

Wilson stated GVSU Athletics assists students in educational opportunities about NIL, as well as provides self-paced information for individual athletes.  

“For most DII athletes, NIL opportunities are based on the individual’s interest and ability in pursuing those opportunities,” said Wilson. “Participating in NIL is a lot like having a job, and ensuring the time spent on pursuing NIL activities is valuable to the individual. For each student-athlete they are deciding on what they want to pursue, whether it is time on their sport, with their academics, friends or pursuing NIL. Each student-athlete has the opportunity they want to balance their student-athlete experience.”

GVSU senior wide receiver Kellen Reed uses multiple third-party NIL websites to expand his brand. 

“I got on Opendorse my freshman year, and I really just applied for any opportunities,” Reed said. “I didn’t have much success until I got in touch with McDonald’s, where a GVSU alum gave me an opportunity. I also got a deal with a couple of my teammates with NextGen America that I really enjoyed, and felt very powerful at the moment.” 

Reed believes the biggest issue with NIL is the lack of opportunities for Division II athletes. 

“I wish more companies would work with us Divison II athletes and give us the opportunity to build a brand for ourselves,” Reed said. “I understand that will take time, and I’m absolutely sure it will happen here at GVSU.”