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The battle over name, image, and likeness (NIL) is finally over. With the court's approval of a $2.8 billion settlement in the House v.NCAA case, college sports have entered a new financial era. The landmark ruling allows schools to directly compensate their athletes through a formal profit-sharing model.
Set to take effect in July 2025, the change marks the most significant shift in the NCAA's operational structure in history. At its core is a $20.5 million annual salary cap, dictating how much each school can spend on athlete compensation across all athletic programs.
It's the first time a cap has been imposed since the NIL era began four years ago. While the cap is expected to increase gradually, it has already sparked intense debate-some see it as bringing order to college sports, while others call it a dangerous regression.
The rich get richer
Among the most vocal critics is sports analyst Paul Finebaum. Speaking on The Dan Patrick Show, he warned, "This is only going to help the rich. Have you heard that before? The big leagues-the Big Ten, the SEC-will more than likely profit because they have so much money."
Finebaum believes the financial shift won't just favor the biggest schools-it will also tilt toward the most visible sports. "Women's sports, in my opinion, will be hurt. Olympic sports will be crushed," he said bluntly.
He continued, "Football wins. Basketball, other than maybe the Big East, takes a slight backseat." Lower-tier programs are also at risk. "If you're a fan of a Group of Five school, if you're a fan of a school somewhere in the middle, be prepared for hard times," Finebaum cautioned.
The fall of the NCAA?
The ruling, Finebaum argues, also highlights a deeper erosion of the NCAA's authority. Once regarded as the dominant force in college athletics, the organization is now, in his words, "dead." He added, "I know a lot of people are celebrating, but the damage that has been done by this organization is incalculable."
While proponents hail the new system as a leap forward, Finebaum insists it will only deepen existing inequalities. Rather than leveling the playing field, he says, it could rapidly widen the divide between the sport's elite programs and the rest.