The rise of Name, Image, and Likeness (NIL), now in its fourth year of existence, has introduced a variety of new opportunities and complexities into college sports. It’s also reshaping the trading card industry in ways that are just beginning to unfold.
NIL policies gained prominence once the NCAA allowed athletes to monetize their rights and profit from their brand before turning pro. The shift started on July 1, 2021 when athletes began earning money through endorsements, sponsorships, social media posts, appearances, autograph signings, and other potentially lucrative ventures.
Although cards of college athletes are nothing new, the trading card industry has traditionally driven collectors to professional sports, with a premium put on the first card depicting them in a pro uniform. But the competition in securing the licenses for professional sports leagues has divided the playing field of participants. The top manufacturers — Topps, Panini and Upper Deck — have stood out in part by having the licenses to produce cards for the top leagues and players associations across major sports. That licensing permits the companies to print cards with all the team names and logos, as well as player names and images.
A variety of other manufacturers exist, such as Onyx, Leaf,…
