The Name, Image, and Likeness (NIL) era continues to evolve—and with it, so do the expectations of student-athletes, universities, and sponsors. What started as a revolution in athlete autonomy is now entering a more sophisticated phase—one marked by brand licensing, international reach, and institutional strategy. No longer just about quick sponsorships or flashy social media deals, NIL is becoming a cornerstone of long-term athlete development and university brand equity.

At the heart of this shift is athlete licensing: a future-focused strategy that allows schools to align with their athletes on co-branded merchandise, digital campaigns, and international brand positioning. For domestic athletes, this alignment is relatively straightforward. But for international student-athletes—many of whom face visa restrictions—true NIL participation still feels like walking a tightrope.

That’s why universities are beginning to rethink what partnership really means. It’s not just about giving athletes access to deals—it’s about creating structures that protect them, extend their brand power, and ensure that every opportunity is sustainable, legal, and meaningful.

Athlete licensing isn’t new—but its application in the NIL world is. Today’s top student-athletes aren’t just thinking about endorsements; they’re thinking about trademarks, logos, and equity. Whether it’s a football player launching a personal apparel line or a track star teaming up with a global sportswear brand, licensing deals are becoming the engine that powers athlete value well beyond the playing field.

Universities, in turn, are beginning to act more like brand incubators. Forward-thinking athletic departments are collaborating with athletes on brand identity, developing licensed products, and even structuring collective deals that benefit both the school and the students. But as this model grows, so does the complexity—especially when international athletes are involved.

F-1 visa restrictions, unclear NCAA guidance, and international tax laws all make athlete licensing difficult to navigate without the right expertise. In this next-gen NIL landscape, the schools and athletes that thrive will be the ones who prioritize smart partnerships and compliant infrastructure from the beginning—not after the fact.

A Solution

At Ross Oneil Investments (ROI), we understand that NIL isn’t just a moment—it’s a movement. As a global NIL clearinghouse and international payment solution, we help universities and athletes create licensing pathways that are fully compliant, internationally legal, and built for long-term growth.

For international student-athletes, ROI structures licensing deals through our Bahamas-based infrastructure, allowing compensation to be paid abroad without violating visa terms. We offer customized licensing templates, international IP support, and athlete education to ensure every deal is sound, strategic, and stress-free.

For universities and collectives, we go a step further. We help build branded licensing programs that align with athletic department goals, support all athletes—regardless of citizenship—and create new revenue opportunities through co-branded merchandise and athlete IP strategies. With our team of legal, financial, and compliance experts, we provide the confidence universities need to step into the next generation of NIL without fear.

At Ross Oneil, we believe in partnerships with purpose. Because real value isn’t just built in a season—it’s built to last.