“Nico Iamaleava’s dramatic NIL dispute with Tennessee cost him millions.”
“Duke, Kentucky, UNC reportedly spending over $10 million on NIL contracts.”
These are the headlines that dominate the NIL conversation. They fuel the idea that this era of college sports is chaotic and out of control. But those high-profile stories only tell part of the story. Beyond the noise, there’s a version of NIL that’s working. One rooted in authenticity.
“You have to have a story to tell before you have a story to sell.”
That’s the message from Laney Higgins, a Women’s Volleyball student-athlete at NCAA Division III Oglethorpe University. She breaks it down in her Opendorse NIL Masterclass lesson—emphasizing that building a brand starts with knowing who you are.
Higgins’ story is proof of what’s possible. She launched a short-form video series called W4lking & T4lking, and through her consistency, she’s built an Instagram following of over 11,500. Her second season of the series was sponsored by Lululemon. Not bad for an athlete from a school with fewer than 1,500 students.
Higgins is not alone. Across the country, small school athletes are making the most of the NIL era, and their schools are helping them get there. At East Texas Baptist University, that support is clear.
ETBU was the first non-NCAA Division I school to partner with Opendorse. Since then, they’ve become a national leader in content, uploading more than 250,000 pieces of media for their student-athletes. That level of consistency gives athletes the content they need to build their personal brands every day, not just after the big moments.
Minnesota State is another standout. Their athletes use Opendorse to manage their personal brands and team up with local businesses. When schools give athletes the tools and support to succeed, they show up and take ownership of their opportunities.
That’s exactly what Jamie Nelson did while at Minnesota State. She brought her voice and creativity to a holiday campaign with a local Jamba Juice, building content that was fun, thoughtful, and true to her brand. It wasn’t a national deal, and it didn’t need to be.
Nelson has since transferred to the University of Minnesota, but her NIL journey started at a DII school. Minnesota State competes at the NCAA Division I level in Men’s and Women’s Ice Hockey but participates in DII for all other sports. Her story shows how meaningful opportunities don’t require a massive platform. They require initiative, and support.
Big moments don’t only belong to big schools. That’s why the Opendorse Bowl Series is returning in 2025, bringing top-ranked Division III football programs to Tom Benson Hall of Fame Stadium in Canton, Ohio. It’s a national stage for athletes who rarely get one, and a chance to build their personal brands.
Opendorse supports thousands of athletes at every level, from the SEC to the NJCAA and everywhere in between. The company is rooted in the understanding that NIL works best when it works for everyone.
In the last six months alone, small college athletes have earned over $200K through Opendorse. This isn’t pay for play. These are real NIL deals built on authentic partnerships, just like this one.
Thank you to Jerry Hunt Supercenter for being a strong supporter of Storm Athletics. As one of the leading men’s basketball programs at the Junior College level, Davidson-Davie continues to raise the bar with access to NIL partnerships. #njcaa #juco pic.twitter.com/s1EgUWTiIt
— Davidson-Davie CC Men's Basketball (@DDCCStormMBB) October 15, 2024
These activations happen when athletes have access to the right tools, education, and support, and when schools are willing to invest in their success. That’s why Opendorse is looking forward to connecting with small college leaders at the 2025 BOSCA Convention, taking place July 13-15 in Chicago.
BOSCA is the only event of its kind, focused entirely on professional development for non-NCAA Division I athletic departments. It’s a space for real conversations on the shared challenges that reflect the day-to-day work of small college administrators.
If you’re looking to learn from peers, strengthen your NIL strategy, provide world class products and services for your coaches, and build a better experience for your athletes—this is your room. Register today.
