The new NIL rules have forever changed college football, as players reap the rewards on the market, but coaches and schools are clamoring for some regulation.
Already, the NCAA has tried to impose itself on the process, preventing boosters from creating a pay-for-play environment, but the new NIL regime is already having consequences, according to Jackson State coach Deion Sanders.
"See, with the NIL — which really ain't NIL because it ain't no name, image, and likeness — it's just pay-per-view right now," Sanders said in a video.
"That's what they're doing at the big boys. Little boys we can't compete with that. But anyway, you've got a problem."
As expected, the biggest NIL deals are going to players at the big-time college football programs. Alabama quarterback Bryce Young had almost $1 million in deals lined up before he even took a snap last season, according to Nick Saban.
But FCS players are getting in on some of the action, too: Jackson State cornerback Travis Hunter recently inked a deal with J5 Caffe.
But Hunter might be the exception, as he was the No. 1 overall recruit this past year who originally pledged to Florida State before flipping to Sanders and JSU.
"When you start paying athletes like they're professionals, you get athletes acting like they're professionals," Sanders said.
"You don't have staffs large enough and equipped enough to handle a young man with money. Let me go deeper ... handle a young man that's making more money than some of the coaches on staff.
"I suggest to you, to allow college teams to hire more qualified men. Qualified ... that can handle these young men that's getting this money."