Which group is at risk of widening resource gaps under NIL and revenue sharing?

• A. Smaller programs
• B. Large programs
• C. Fans
• D. Media partners

Answer: (A)

The situation hinges on how NIL earnings and revenue sharing tend to distribute value in college sports. Programs with big fan bases, high-profile sports, and strong media presence naturally generate more and better NIL opportunities for star athletes. Those athletes can then secure lucrative endorsements and sponsorships, which boosts the program’s visibility, helps in recruiting, and reinforces performance. When revenue sharing allocations flow in a way that rewards market size and exposure, the larger programs again pull in a larger share of the money, while smaller programs receive comparatively less. With fewer resources to begin with—less donor support, smaller media markets, and tighter budgets—these programs struggle to compete for top talent, upgrade facilities, and fund NIL deals for their athletes. Over time, the gap widens because the advantage compounds: bigger programs attract more revenue and better NIL opportunities, while smaller programs fall further behind.