What Is NIL Go? The New NIL Clearinghouse Every Athlete and AD Needs to Understand
If you're a college athlete, parent, or athletic director navigating the complex world of Name, Image, and Likeness (NIL) deals, you need to know what NIL Go is, and how it could reshape everything from payments to eligibility. This platform, recently launched by Deloitte as part of the House v. NCAA settlement, is the NCAA’s new centralized NIL clearinghouse, and it's officially in play starting July 1, 2025.
What Is NIL Go?
NIL Go is a digital platform designed to vet, track, and verify all third-party NIL deals worth $600 or more for Division I athletes.
Think of it as the IRS + compliance office + watchdog rolled into one. Created by Deloitte, NIL Go uses a proprietary algorithm to assess whether a deal is:
Tied to a booster or collective
Based on legitimate business activity (e.g., social posts, autographs, appearances)
Fair in terms of compensation, based on an athlete’s market value
Every athlete or their rep (agent, parent, etc.) must submit qualifying NIL contracts through NIL Go. Deals are then labeled:
✅ Cleared
🟡 In Review
🟥 Needs More Info
If your deal is flagged or denied, it can delay or derail your payment, eligibility, or school compliance.
What Does NIL Go’s Algorithm Actually Look At?
Deloitte uses a 12-factor system to calculate the Fair Market Value (FMV) of each NIL deal. Key factors include:
Athlete’s social media following and engagement
Performance and public visibility
Type of deliverables (e.g. video posts vs. live events)
Length and exclusivity of the deal
Market size and geographic location
Booster involvement or institutional connections
This system has already raised eyebrows and some concerns. Deloitte claims 70% of collective-backed deals in the past wouldn’t have cleared under these standards.
What Happens If an Athlete Doesn’t Report a Deal?
Big risks. If an athlete doesn’t report theirr NIL deal via NIL Go:
They may be ruled ineligible.
The school could face sanctions, including postseason bans or scholarship cuts.
They risk retroactive penalties if a deal is flagged months later.
For schools, NIL Go introduces a new compliance layer, but one without full transparency. ADs will be expected to monitor and track athlete NIL activity, even when reporting is done externally by the athlete.
Why Athlete Advocacy Groups Are Pushing Back
Organizations like Athletes.org and the National College Players Association (NCPA) argue that NIL Go could violate antitrust laws by suppressing athlete earnings via a "black box" algorithm that lacks transparency and accountability.
They’re pushing for:
Collective bargaining rights so athletes have a seat at the table (seems like a no-brainer and a must have)
Greater transparency around how Deloitte calculates FMV
Legal action, if necessary, to challenge unfair deal rejections or income suppression
Athletes are also pursuing employee status through ongoing lawsuits and NLRB filings, which could allow for formal union representation and shared governance of NIL standards.
What Should Athletes, Families, and ADs Do Now?
Athletes & Parents:
Get into the proactice of tracking your deals and ensure every NIL contract is submitted to NIL Go starting July 1, 2025.
Understand FMV: If your deal seems “too good to be true,” it may get flagged. Be prepared to justify the deliverables.
Keep records: Save all emails, texts, and communication related to NIL agreements. Get hyper organized and create folders to track every project.
Athletic Directors:
Educate your teams now. Most athletes don’t know NIL Go exists.
Develop internal reporting systems to verify deal submissions.
Stay ahead of policy changes and lawsuits. Because we are in an unknown time and the process will be tested and adjusted, the federal legislation may shift this landscape again soon.
Final Thoughts
NIL Go is here to bring structure, but also scrutiny, to college athlete deals. While it may streamline compliance, it also risks limiting athlete opportunity, especially for deals backed by boosters or collectives.
If you’re a student-athlete, parent, or AD, now is the time to get informed, stay organized, and be ready to advocate for fairness in how NIL is policed. Feel free to reach out to discuss any questions you have about NIL Go and how to protect yourself, your child,