How Reggie Bush and NCAA History Set the Stage for NIL

Jul 8

In 2005, Reggie Bush won the Heisman Trophy, the most coveted award in all of college sports. Bush rushed for a total of 1,658 yards and 15 touchdowns, leading the University of Southern California Trojans to the Rose Bowl, where USC ultimately fell short to the Texas Longhorns. Following the Rose Bowl defeat, Bush was drafted as the 2nd overall pick in the 2006 NFL draft by the New Orleans Saints, obtaining a multi-million dollar rookie contract. This marked the beginning of what would later be considered a Hall of Fame career, but these accomplishments are no longer what define his legacy.

In 2006, Reggie Bush was accused of receiving “improper benefits” from sports marketers, including cash payments, a rent-free home in the San Diego area where his family lived, travel expenses and other perks, reportedly worth over $100,000 in total. At the time, National Collegiate Athletic Association (NCAA) rules strictly prohibited college athletes from profiting throughout their careers. They were not allowed to earn money through endorsements, sponsorships, autograph signings, social media content, or personal appearances tied to their athletic status. Hiring agents or marketing representatives was also banned, and receiving any form of benefit from boosters or businesses, such as housing, cars, or cash, was considered a violation. These rules were part of the NCAA’s commitment to maintaining amateurism in college sports, and violations often resulted in severe penalties, including loss of eligibility for athletes and sanctions against schools. Bush, in clear violation of these rules, lost his 2005 Heisman Trophy, and USC had to vacate their wins and titles from the 2004 and 2005 seasons. At the time, these punishments were deemed reasonable. However, this is no longer the case.

In July 2021, the NCAA introduced a new policy known as Name, Image and Likeness (NIL) rules, where student-athletes could sign endorsement deals, earn money from social media, get paid for personal appearances, and even hire agents for NIL-related matters. This dramatic change sparked widespread debate, especially in cases like Reggie Bush’s, whose Heisman Trophy has now been reinstated. For many, the decision represented long-overdue justice in a system that once generated billions in revenue while denying athletes a share of the profits. But is this really a good thing? Does NIL truly benefit the athlete?

Identity of a Student-Athlete

Role engulfment refers to the psychological phenomenon where an individual becomes overly identified with a single role, often at the expense of other important aspects of their identity. For NCAA athletes, this often means that their athlete identity becomes dominant, overshadowing their roles as students, friends, or family members. In Hidden Consequences: Examining the Impact of NIL on Athlete Well-Being by Harris, Brison, and Dixon (2021), the authors emphasize that this added responsibility heightens role engulfment, intensifying the athlete identity at the expense of academic, emotional, and social development. The demanding nature of competitive sports, emphasizing performance and commitment, pressures athletes to see themselves primarily through the lens of athletic achievement. This intense focus can lead to social isolation, emotional stress, and difficulties balancing responsibilities in other roles(student, friend, son/daughter etc.) especially when NIL opportunities further incentivize commitments to this role. While embracing the athlete role can provide purpose and structure, research suggests that holding multiple roles supports better mental health, making it critical for institutions to foster environments where athletes can develop well-rounded identities beyond sport.

The Pressure of Early Wealth

A crucial part of the NIL system that is consistently forgotten is the age of these athletes. Bryce Underwood, an incoming freshman Quarterback at the University of Michigan, is currently 17 years old. His NIL valuation: $2.9 million dollars! While this level of earning potential is remarkable, it also comes with immense pressure and responsibility that most teenagers are not developmentally prepared to manage. These young athletes are suddenly tasked with living up to a huge valuation with each and every workday, broadcast on national TV, all while trying to transition into college life, manage academic responsibilities, and perform athletically at an elite level. The idea of college students managing multimillion-dollar portfolios is daunting in itself. Yet now, it’s becoming normalized, only the portfolio they’re managing isn’t just financial; it’s their entire identity, image, and future. Any wrong step, whether that be an injury, a performance slump or a controversial social media post, could end in a loss of generational wealth, placing too much pressure on the shoulders of adolescents who are still figuring out who they are.

Money and Performance: The Hidden Trade-Off

While NIL offers financial empowerment, it also introduces a new layer of psychological strain that can directly affect athletic performance. With athletes now responsible for managing personal brands and maintaining public personas, the time and cognitive energy available for training and recovery is significantly reduced. Further compounding this is the overjustification effect, a psychological phenomenon where external rewards, in this case, money and fame, begin to undermine intrinsic motivation. As young athletes increasingly tie their self-worth and success to financial outcomes, their love for the game and internal drive can fade. What once brought joy and purpose becomes a high-stakes job, and mistakes on the field are no longer just performance dips; they're potential financial losses. This pressure to perform flawlessly, while maintaining a polished public image, can erode intrinsic motivation to play and increase performance anxiety. Ultimately, NIL can shift the athletic experience from one rooted in passion and growth to one driven by fear, image, and income, compromising both well-being and peak performance.

The Case of Quinn Ewers

Quinn Ewers was the starting Quarterback at the University of Texas from 2022-2025, where he led them to the College Football Playoff Semifinals back-to-back in his final 2 years. Despite being a highly rated prospect going from High School to College, the same could not be said about his transition to the NFL. Ewers amassed $6 million across his college football career, and Texas was ready to move on. Following this news, it was reported that another school was offering Ewers $8 million in NIL to join. In light of Texas’s decision and this offer, Ewers had to make a choice: stay in college football for $8 million or try his luck at the draft. Ewers opted for the latter and was drafted by the Miami Dolphins 231st overall in the 2025 NFL Draft, where he has signed a $4.33 million contract over four years with limited guaranteed money. This means that, in theory, Quinn Ewers’ intrinsic motivation may decline as his extrinsic rewards have diminished, whereas in pre-2021 seasons, when players received no NIL money, drafted athletes often entered the NFL with heightened intrinsic motivation, complemented by new extrinsic rewards such as professional contracts and public recognition.

What Can We Do?

For the foreseeable future, NIL is here to stay, raising an important question for young athletes and their parents: What can we do to prepare? The answer starts with education, support, and proactive mental skills training. Young athletes need to be equipped beyond athletic ability with the tools to navigate identity pressures, performance expectations, and the psychological toll of public visibility.

At The Mental Game Clinic, we specialize in helping athletes develop the mental resilience needed to thrive under pressure and stay grounded in who they are beyond the jersey. Whether it's learning how to balance competing roles, building confidence, or setting boundaries around brand responsibilities, we work with athletes, families, and teams to build sustainable performance and long-term well-being to ease the transition from high school to college athlete. NIL may have changed the game, but with the right mental strategies, athletes can take control of their narrative and continue to grow in the sport they love.