College athletes may have gained the right to profit from their name, image, and likeness (NIL), but that does not mean they are protected from being misled, exploited, or coerced. In Milwaukee and across the country, universities are still navigating how to implement NIL policies, and some are doing it better — or worse — than others. As a student athlete, it is easy to feel like you have finally been given power. But without strong guidance and legal protections, that power can be taken just as easily as it was granted.

As of March 2025, universities must comply with both NCAA regulations and state laws governing NIL, and the NCAA cannot prohibit athletes from negotiating the terms of NIL payments before they agree to enroll in a school. Yet many student athletes still report feeling confused or cornered by the process.