Name, Image, and Likeness (NIL)

NIL is an individual’s right to control and profit from their personal identity.

On July 1, 2021, the NCAA began allowing student-athletes to earn compensation for these rights through services or endorsements without losing eligibility, which has been a historic shift in college athletics.

Why did NIL become such a big topic in college sports?

Previously, college athletes were prohibited from earning money related to their athletic identity. In 2021, the NCAA adopted new rules allowing athletes to monetize their NIL rights, following legal and legislative pressure. This change opened the door for athletes to benefit financially while still playing at the collegiate level.

How does NIL impact scholarships and taxes?

NIL income does not affect athletic scholarships, but it is considered taxable income. Athletes must report earnings and may need to pay federal and state taxes. It is recommended that athletes work with a financial professional and accountant to manage these obligations.

What Activities Can Athletes Do Under NIL Agreements?

Brand partnerships
Social media promotions
Autograph signings
Paid appearances
Running camps or clinics
Entrepreneurial ventures
Content creation (podcasts, YouTube, TikTok)
Media engagements
Other personal branding opportunities
Personal merchandise sales

Are there restrictions on NIL deals for college athletes?

Yes. While athletes can earn money, they must comply with:

NCAA rules and school-specific policies
State laws governing NIL
Prohibitions on pay-for-play or performance-based compensation
Restrictions on using school trademarks without permission.
Athletes are required to disclose NIL deals to their schools/compliance in most cases.

Why Work With Celene

NIL Expertise You Can Trust

Navigating NIL can feel overwhelming — especially for families and athletes balancing athletics, academics, and brand opportunities. That’s why having a financial professional who understands NIL from the inside makes all the difference.

Celene brings firsthand experience and nationally recognized credentials to the evolving world of Name, Image, and Likeness (NIL). As a former Division I student‑athlete and an advocate directly involved in shaping NIL policy, she understands both the opportunities and the complexities facing today’s athletes.

Former Division I Athlete & NIL Policy Leader

University of Louisville Softball Alumna
Served as President of SAAC (Student-Athlete Advisory Committee) at Louisville
ACC Representative at the NCAA NIL Vote in 2019 — giving her a voice in the most significant change in college athletics
Author of a widely shared NIL Op‑Ed published March 11, 2021, where she advocated for federal NIL standards that protect non‑revenue sport athletes
Three‑time Academic All‑American

Celene lived through the transition to NIL—as an athlete, a policy voice, and now as an advisor. Her background allows her to guide today’s athletes with a level of understanding that only someone who’s been in their shoes can offer.

Client Centered

Celene has completed the review process with the NIL PreCheck – a nationally respected organization dedicated to elevating standards across the NIL marketplace. Inclusion in their directory reflects her commitment to understanding:

Athlete‑focused NIL safeguards
The value of clear communication and trustworthy partnerships

"I am so grateful to the outstanding team at NIL Precheck, formally known as Athlete National Sports Business Clearinghouse (ANSBC), for setting the standard in security and transparency for student-athletes. NIL Precheck has raised the bar when it comes to due diligence, vetting, and integrity - and I’m proud to have gone through their innovative certification process." - Celene

Learn more

SE‑AWMA®: Sports & Entertainment Accredited Wealth Management Advisor

In addition to her athlete experience, Celene holds the Sports & Entertainment Accredited Wealth Management Advisor (SE‑AWMA®) designation — specialized training for serving athletes, creatives, and public‑facing individuals.

This expertise allows her to support athletes with:

Budgeting during variable‑income years
Understanding tax obligations on NIL earnings
Cashflow planning
Managing investments
Building long-term financial stability

Celene Funke - NIL PreCheck Full Interview

How Celene Support's Student Athletes

Celene Can Help Athletes:

Understand the financial impact of NIL income
Build healthy financial habits early
Plan for budgeting, cash flow, and taxes
Manage investments and gameplan savings strategies
Align NIL-generated income with long-term financial goals

NIL opportunities are expanding fast—but so are the risks.
Celene’s combination of:

Firsthand experience as a high‑level student‑athlete
NIL‑specific certification
Advanced wealth management credentials
A personal mission to support athletes with integrity & transparency
A deep understanding of today’s NIL environment

…uniquely positions her to help athletes build a long‑term financial foundation.

She doesn’t just understand NIL from the outside—she lived it, contributed to it, and now helps guide the next generation through it.

Schedule a Consultation

Contact Us Today

Discover how NIL can work for you — connect with our team today.

Disclosures:

This certification enhances Celene’s ability to assist athletes in understanding the financial implications of NIL income; however, in accordance with Baird policies, she does not provide advice on NIL deals or negotiations, does not facilitate NIL opportunities, and does not solicit donations to NIL collectives.