The NIL Crisis: How ‘Show Me the Money’ Is Ruining College Sports
The recent saga surrounding Tennessee quarterback Nico Iamaleava has thrust the Name, Image, and Likeness (NIL) debate back into the spotlight, exposing the raw greed that’s eroding the heart of college athletics. Iamaleava, reportedly unhappy with a proposed NIL deal jumping from $2.4 million to $4 million annually, skipped spring practice and is now expected to enter the transfer portal. That’s right—a kid barely out of high school is holding out for more than most Americans earn in a lifetime, turning Tennessee’s program into a bargaining chip. Good for Coach Josh Heupel for standing firm; caving would’ve opened the floodgates for every player to demand a bigger slice. But this isn’t just about one quarterback—it’s a symptom of a system gone mad, one that legends like Ohio State’s Woody Hayes and Michigan’s Bo Schembechler would’ve fought tooth and nail against. NIL, with its “show me the money” ethos, is dismantling the amateur spirit of college sports, and it’s time to stop this madness before it’s too late.
A Legacy Betrayed: What Woody and Bo Stood For
I had the privilege of knowing Woody Hayes, and I can tell you he’d be rolling in his grave at the sight of players holding out for million-dollar deals. A World War II Navy officer who served with honor, Woody carried that sense of duty into coaching, believing football built character, not bank accounts. After his infamous 1978 Gator Bowl incident, where he punched an opposing player, Woody transitioned to an adjunct professor role, teaching naval history at Ohio State’s ROTC Converse Hall. From his second-floor office overlooking the Shoe, he’d gaze at the stadium where he forged Buckeye pride, reminding himself and others that the game was about sacrifice, not self-interest. His 1978 Gator Bowl incident, where he punched an opposing player, showed his fiery commitment to defending his program’s honor, flaws and all. He once said, “You win with people,” emphasizing teamwork and discipline over individual glory. For Woody, a player skipping practice over money would’ve been unthinkable—a betrayal of the Ohio State Buckeyes’ storied tradition. NIL’s focus on personal gain? That’s the opposite of everything Woody stood for.
Across the rivalry line, Bo Schembechler shared that ethos. Before becoming the legendary head coach of the Michigan Wolverines, Bo cut his teeth as an assistant coach under Woody at Ohio State, soaking up lessons in discipline and team-first mentality. Bo’s Wolverines were about grit, pride, and representing the maize and blue, not chasing dollars. He once told his players, “The team, the team, the team,” drilling into them that no one was bigger than the program. Bo would’ve seen NIL as a poison, turning student-athletes into mercenaries who jump ship via the transfer portal at the first whiff of a better deal. Both coaches, giants of their era, believed college sports were a proving ground for life lessons—sacrifice, perseverance, and loyalty—not a marketplace for teenagers to play Jerry Maguire.
From Student-Athletes to Paid Pros
College sports once celebrated the student-athlete ideal, where kids like Ohio State’s Eddie George and Archie Griffin balanced Heisman-worthy play with earning degrees. As I wrote on National Student-Athlete Day, April 6, 2025, athletes like my son Eddy, a D1 swimmer and ROTC cadet, embody this legacy, competing for pride despite little financial reward. Military academy grads like Roger Staubach, David Robinson, and Chad Hennings took it further, serving their country before cashing NFL checks. These heroes didn’t need NIL to find purpose; they found it in duty and discipline.
But today, NIL has flipped the script. Iamaleava’s $8 million deal over four years—more than most doctors or engineers earn in a decade—wasn’t enough. He’s not alone; Georgia’s Carson Beck reportedly snagged $4 million from Miami after entering the portal. The transfer portal itself, as I noted in my December 2024 article, fuels this chaos, letting players ditch teams like rental cars. It’s no longer about earning a scholarship or a degree—it’s about who pays the most. Stadiums, once temples of tradition, are now corporate billboards, and the “student” in student-athlete is a fading myth.
Why NIL Is Wrong
NIL was sold as a way to fairly compensate athletes, and I’m not against players getting a piece of the pie. But without guardrails, it’s spiraled into insanity. Here’s why it’s ruining college sports:
- It Breeds Entitlement: When 19-year-olds like Iamaleava can demand millions and skip practice to leverage better deals, it kills the humility and work ethic sports are supposed to teach. Woody and Bo would’ve benched anyone pulling that stunt, no question.
- It Undermines Teamwork: NIL pits players against each other, with stars chasing personal brands while teammates in less glamorous sports—like swimming or fencing—get nothing. As I’ve written, athletes in low-profile programs grind without NIL cash, yet they’re just as dedicated. This disparity fractures team unity.
- It Devalues Education: Scholarships were meant to open doors to degrees, not serve as stepping stones to pro tryouts. Now, players treat college like a paid internship, with the transfer portal letting them bounce if the money’s not right. The focus on cash over class mocks the student-athlete ideal.
- It Creates a Pay-to-Win System: Big schools with deep-pocketed boosters—like Ohio State, rumored to be eyeing Iamaleava—can buy talent, turning college football into the Los Angeles Dodgers of the NCAA. Smaller programs can’t compete, tilting the playing field.
- It Fuels Poor Sportsmanship: As I highlighted in December, incidents like the Michigan-Ohio State melee reflect a broader decline in respect. When players are treated as commodities, not students, egos flare, and discipline crumbles—something Woody and Bo would’ve never tolerated.
The Ripple Effect: High School Dreams Distorted
The damage isn’t confined to college. High schoolers now see college stars raking in millions and dream of sponsorships, not state titles. The purity of amateur sports, celebrated on the anniversary of the 1896 Olympics, is fading. Kids who once idolized Jesse Owens for his grit now chase clout and cash, pressured to brand themselves before they can vote. This trickles down to parents and coaches, who push young athletes into a system that values marketability over maturity.
A Call to Stop the Madness
This can’t go on. The NCAA must act—not with toothless bylaws, but with real reform. Here’s how:
- Cap NIL Earnings: Set a reasonable limit on deals to curb outrageous demands. A salary cap for programs could level the field, ensuring schools like Tennessee aren’t held hostage by players like Iamaleava.
- Restrict the Transfer Portal: Limit portal entries to specific windows with clear criteria, like coaching changes or academic fit, not money disputes. This would restore loyalty and deter program-hopping.
- Reinforce Academics: Tie NIL eligibility to academic progress, like a minimum GPA or credit hours. If players want to cash in, they should at least show up to class—something Woody and Bo would’ve demanded.
- Promote Servant-Leadership: Highlight athletes who prioritize team and community, like the military academy grads I’ve praised. Programs should reward character, not just talent, to rebuild the culture of accountability.
- Educate Young Athletes: Start in high school, teaching kids that sports are about growth, not greed. Bring back the spirit of legends like Staubach, who served before starring.
Honoring the Past, Saving the Future
Woody Hayes and Bo Schembechler built dynasties on discipline and pride, not dollars. They’d see NIL’s unchecked rise as a betrayal of everything they fought for—a shift from “the team” to “me, me, me.” The Nico Iamaleava drama is just the latest proof: an $8 million deal wasn’t enough, so he’s shopping for more. That’s not sportsmanship; it’s a shakedown.
College sports aren’t dead yet, but they’re on life support. We owe it to the Eddies, the Georges, the Griffins—and to every kid still playing for love of the game—to pull the plug on this pay-to-play insanity. Let’s bring back the days when athletes fought for olive wreaths, not brown envelopes stuffed with cash. Let’s honor Woody and Bo by making college sports about purpose, not profit.
Sources: Personal reflections on Woody Hayes, prior articles on NIL and student-athletes, and recent reports on Nico Iamaleava’s transfer portal decision.
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Chuck, you should be running the NCAA….
Well said.