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NIL rights are changing the creator economy, and Curastory is ushering in a new era of monetization tools for athletes

‘This is the first time in history student-athletes can monetize their social media just like a YouTuber.’


Lateefah Jean-Baptiste

Internet Culture


This story was originally published on Passionfruit.

In the past several years, the creator economy for student-athletes exploded. A turning point came in July 2021 when the National Collegiate Athletic Association (NCAA) officially made it legal for athletes to profit from their Name, Image, and Likeness (NIL). NIL rights refer to the way athletes can receive compensation and involve brands leveraging an athlete’s personal brand.

New platforms and companies popped up to cater to the new group of college athletes entering the creator economy landscape. According to a 2022 report conducted by Curastory, a creator advertising platform geared towards athletes, top-earning student athletes-turned-creators are now making more than $80,000 per ad-enabled video post.

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