NIL, which stands for Name, Image, and Likeness, gives individuals the power to control and profit from how their identity is used commercially. In simple words, it helped college athletes to cash in on their personal brands through endorsement deals, sponsorships, and other commercial ventures. While celebrities like actors, musicians, and professional athletes have long been reaping the rewards of these rights, amateur athletes were left in the dust until 2021. But then tables turned. As Olivia Dunne puts it, “On July 1, 2021 the NIL rule changed. That’s the day my life changed.” But how?

In 2021, the U.S. Supreme Court determined that NCAA rules on athlete compensation violated antitrust laws. This landmark decision led to the NCAA’s introduction of interim rules that allowed college athletes to profit from their Name, Image, and Likeness (NIL) rights. Athletes could engage in NIL activities and report them to their schools, though direct school involvement in these activities was restricted.

Reflecting on this change, Olivia Dunne, a 21-year-old athlete, stated, “I’m very grateful to be making seven figures. It is very cool that someone in college has the opportunity to do that now.” Her journey, along with the impact of the NIL changes, is featured in the upcoming Prime Video docuseries, The Money Game, which explores how this pivotal shift has transformed college sports and shaped the 2023-24 season for the LSU champions.

The trailer, released on August 15th, offers a glimpse into how the NIL rule has dramatically changed the lives of college athletes. It begins with Olivia Dunne, a social media sensation and gymnast with over 13.2 million followers, reflecting on the monumental shift. “The more eyes you got on you, the more people are gonna try to tear you down,” says the 21-year-old. This change has led her to earn $3.9 million from NIL deals. “I remember saying that I wanted to be done, but winning is addicting,” she adds.

Fame, and the issues that come with it

In the tumultuous world of collegiate athletics, Olivia Dunne has faced a storm of challenges with the introduction of NIL rights. Though NIL has unlocked a treasure trove of opportunities, allowing her to monetize her substantial social media following and earn millions through sponsorships with brands like American Eagle and GrubHub, it has also cast a shadow of unforeseen issues. The most harrowing of these are the death threats and online harassment she endures, fueled by her high-profile status and lucrative endorsements. Dunne navigates a treacherous path filled with inappropriate comments and intrusive attention on social media, showcasing the immense pressure and scrutiny that accompany being both a celebrated athlete and a social media sensation.

Consider last year’s incident in Utah, a vivid illustration of the frenzied admiration Dunne attracts. Even though she wasn’t competing due to an injury, the gymnasium echoed with the cheers of teenage boys, their signs proclaiming their adoration for her. Over fifty boys swarmed the team bus, chanting “Livvy! Livvy!” and demanding her presence. This overwhelming attention not only disrupted the event but also highlighted the dangerous obsession that can make environments unsafe and distressing for women in the spotlight.

Despite these daunting challenges, Olivia Dunne remains undeterred. Entering her fifth year, the question looms: Is she stepping away or staying with LSU? Dunne has decisively answered, confirming her return to LSU while continuing to amass wealth from her social media prowess and brand deals. “No matter how many opportunities come my way off the mat, there’s just something about LSU. And that’s why I’m here to say, I’m not done yet,” she passionately declared to her 5.1 million Instagram followers. Adding to the excitement, the trailer also features Angel Reese, reflecting on leading LSU to its first national championship in 2023.

Apart from Olivia Dunne: Angel Reese, Flau’jae Johnson, and Jayden Daniels also featured in the Money Game

Heisman Trophy-winning quarterback Jayden Daniels is also featured in the series. Now preparing for the NFL season after being drafted second overall by the Washington Commanders, Daniels represents the new wave of athletes benefiting from the 2021 NIL policy change. This historic ruling, which allows college athletes to profit from endorsements and advertising, has made millionaires of many, even in sports traditionally less financially rewarding. However, this “The Money Game” is set to premiere on Tuesday, September 10, exclusively on Prime Video. Are you excited to watch? Drop a comment below and let us know!