Penn State's NIL Strategy: How Penn State's NIL strategy is evolving in the transfer era

USA Today

5 days ago

Let's be real — in 2025, college football isn't just about schemes and stars anymore. It's about money. And if your NIL game isn't right, you're going to fall behind. That's why Penn State's recent push in the name, image, and likeness world is a huge deal for the program's future.
It starts with the faces of the team. Drew Allar, Nicholas Singleton, Abdul Carter before he left — those guys were top-dollar targets for NIL. And now, younger stars like Tony Rojas and Jameial Lyons are starting to see those deals come in too. But Penn State's approach isn't just about paying the top guys. It's about rewarding the full roster.
Through partnerships with collectives like Happy Valley United, players are getting deals that support them year-round — not just the Heisman hopefuls. Whether it's car deals, merch drops, or small business collabs, the Nittany Lions are finally treating NIL like the major recruiting and retention tool it is.
The best part? It hasn't fractured the locker room.
Penn State's done a solid job making NIL feel like a team thing, not a 'me-first' thing. Coaches like James Franklin have emphasized that NIL opportunities are earned, not handed out. That's kept guys motivated and hungry without letting money become a distraction.
And when players like Allar and Kaytron Allen decide to come back instead of jumping early to the NFL, you know NIL's part of that. It gives guys real incentives to stay, grow, and lead.
That matters in a world where the transfer portal is a revolving door. NIL has helped Penn State hold onto talent and avoid mass exodus seasons like other big programs.
Where PSU Stands Nationally
Are they leading the nation in NIL spending? No. But Penn State isn't trying to play the same game as Texas A&M or Miami. They're playing smart and building something sustainable.
More importantly, they're figuring out how to sell that message to recruits. When a four-star kid from the South sees guys thriving in Happy Valley — getting paid and developing — that changes the perception. Suddenly Penn State feels modern, competitive, and invested.
The next step? Keep growing the infrastructure. More transparency. More partnerships. More consistency.
And with the Big Ten turning into a mega-conference with coast-to-coast visibility, the opportunity to market players is bigger than ever. NIL isn't just about surviving anymore — it's about thriving.
If Penn State continues this trend, they'll stay in that top-tier conversation year after year. Talent will come. Talent will stay. And the culture won't get compromised.
That's how you build a winner in 2025.