AROUND NIL | Tennessee's Adidas NIL deal redefines athlete earnings post-House settlement
- Golf NIL
- Aug 10
- 2 min read
Updated: Nov 2
Aug. 11, 2025—West Virginia is officially in the NIL era. The state Board of Education signed off in July, and as of August 9, 2025, athletes in grades 6–12 can now earn money from their NIL. That move makes West Virginia the 44th state to open NIL opportunities at the high school level. Athletes are free to cash in through endorsements, social media promotions, and other personal ventures.
But there are clear limits: no school logos, no team references, and no deals tied to alcohol, tobacco, cannabis, or controlled substances. Coaches and school staff can’t get involved, and NIL offers can’t be used as recruiting bait for transfers. WVSSAC Executive Director Wayne Ryan called the shift “uncharted territory,” stressing the policy is basic by design and will likely evolve as schools and athletes navigate this new ground.
Tennessee golfer and Golf NIL College Men's No. 17 Lance Simpson at the 2025 U.S. Open, part of the Adidas deal giving all Volunteers NIL opportunities | Kathryn Riley/USGA
Aug. 15, 2025—The University of Tennessee’s return to Adidas is about far more than a new apparel deal. Starting July 2026, the 10-year partnership includes a groundbreaking NIL component valued at a minimum of $10 million per year, according to Yahoo Sports’ Ross Dellenger. Adidas is already lining up NIL deals with Tennessee athletes for the 2025-26 season—well before the official launch. Every athlete across Tennessee’s 20 varsity programs will have access to Adidas’ NIL Ambassador Network, unlocking opportunities for national campaigns and even signature shoe lines.
This deal is a game-changer in the post-House settlement landscape. Since third-party NIL deals aren’t bound by the $20.5 million revenue-sharing cap, Adidas can offer “over-the-cap” compensation, setting a bold new standard for how apparel companies can directly boost athlete pay in college sports.
