The world of college sports has undergone a major transformation, and a huge part of that change is the rise of NIL (Name, Image, and Likeness). For years, athletes were laser-focused on the game—the victories, titles, and records. As NIL is dropping thunder in the world of sports, athletes now aren’t limited to only being competitors; they are converted into entrepreneurs. For Penn State’s Carter Starocci, this new reality has shifted how they approach their sport and their futures.

Star wrestler Starocci, a four-time NCAA champion currently aiming to be a five-time NCAA champion, has always been ultra-fixated on his wrestling career. His goal is to become the first-ever five-time NCAA champion, but as everything progresses, NIL has made him reconsider and think about the way he looks at his wrestling career. Wrestling, which once dominated his life, is now part of a bigger picture. Carter’s realization of NIL’s potential came after numerous conversations with friends who were more business-minded.

In a podcast with Bo Nickal, Nickals and Dimes ep. 64, Carter Starocci shared, “So all my buddies, they were all in a business, and they were telling me, ‘Hey man, like, it’s Russell, not that big of a sport. Like, what are you going to do to make money? Blah blah blah. What are you going to do?’ So they’re always on me and they’re like, ‘You don’t have a love for money, ’cause, like, you don’t treat your finances like how you treat your wrestling,’ so I’m thinking, like, ‘No, that’s not true,’ but then I was really thinking, ‘Man, I think these guys are right.’”

At first, Carter didn’t think much about those questions, but they eventually planted a seed. He realized that wrestling, despite its rewards, often doesn’t offer much financial stability after college. It wasn’t until the arrival of NIL that Carter started to see a path where wrestling wasn’t just about titles but also about business. “So once the N came along… NIL… that’s when I really started finding that love for like business and finances and things like that,” Carter admitted. With NIL, wrestling became a path to both athletic success and financial growth.

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This was a major shift in perspective for Carter, who initially didn’t see himself as an entrepreneur. However, with the advent of NIL, everything began to change. “So I guess with NIL… like through college… um, you can pretty much just be like a sponsored athlete, I guess, and just kind of use your Name, Image, and Likeness, and, um, get paid for it honestly.” Carter explained. For the first time, he could see himself not only as a wrestler but as a product. His name, his image, and his reputation were all marketable, and NIL gave him the tools to take advantage of those assets.

As Carter Starocci began to explore the world of NIL, his approach evolved. He quickly realized that the opportunities were much more than simple endorsements. It wasn’t just about getting paid to post on social media—it was about building lasting partnerships. He wants to develop business skills and plan for life after wrestling. He has a NIL partnership with HVAB—Happy Valley Adventure Bureau, and their partnership is called “Carter’s Drive and Dine for Five,” which features special guests and him dining at famous restaurants in Happy Valley.

Carter Starocci’s journey is a prime example of how NIL is changing the athletic landscape. A career that was once built on titles and victories is on the road to creating a multifaceted future. Carter is determined to chase a historic fifth NCAA championship, while also preparing for a future beyond collegiate wrestling. His story is an inspiration for athletes everywhere, showing that the world of sports is bigger than the game itself, and NIL is helping athletes take control of their futures.