Short answer: most of the deals you'd expect, as long as there's real work behind them and a fair price attached. The longer answer runs through NCAA rules, the House settlement, Pennsylvania law and university policy. Here's how it fits together as of fall 2026, written for fans and for the local business owners who keep asking.
The test every deal has to pass
Before getting into categories, it helps to know what reviewers look for. A third-party NIL deal is on solid ground when:
- The athlete does something specific, like a post, an appearance, a clinic or a commercial.
- The deal has a real business purpose, usually promoting a product or service sold to the public.
- The pay sits within a reasonable range for that kind of work.
- Nothing depends on athletic performance, enrollment at Penn State or a recruiting decision.
- The athlete reports it to NIL Go if it's worth $600 or more.
Deals with collectives, boosters and other "associated entities" get a closer look than a deal with, say, a regional grocery chain. That isn't a ban, just a higher bar.
Deals that are generally allowed
Endorsements and social media
Sponsored posts, short videos and brand ambassador roles are the most common NIL deals in the country. For most athletes, audience size and engagement drive the price.
Appearances and autograph signings
Store openings, meet-and-greets, card shows and charity functions all work. The contract should spell out the time, the place and what the athlete actually does while they're there.
Camps, clinics and lessons
A natural fit for wrestlers, and for football players working with youth programs. Athletes can run their own camps or teach at someone else's. Using Penn State's name or logos in the marketing needs the university's sign-off.
Licensed products and group licensing
Trading cards, video games, name-and-number apparel and other merchandise. Pennsylvania law requires royalties to athletes when a product uses their name, image or likeness, and group licensing lets a whole roster opt into one deal at once.
Content and their own businesses
Podcasts, YouTube channels, clothing lines, training apps. Athletes can build and own businesses, and some of the more creative NIL ventures look exactly like this.
Deals with the school itself
Since July 2025, revenue-sharing payments from Penn State are typically structured as agreements to use athletes' NIL. Those payments count against the cap and are reported to the CSC through a separate system rather than through NIL Go.
Deals that are off-limits or restricted
- Banned categories under Pennsylvania law: adult entertainment, alcohol, gambling (sportsbooks included), tobacco and vaping products, prescription drugs and controlled substances.
- Conflicts with school sponsors: Pennsylvania lets schools block deals that clash with existing sponsorships or institutional values. Athletes generally can't wear a competing brand's gear during team activities, for example.
- Penn State marks without a license: the athlete's name is theirs. The Nittany Lion logo isn't.
- Pay-for-play: anything tied to wins, stats, playing time, enrollment or a recruiting decision.
- Way-out-of-range pay: a huge fee for one quick post is exactly the kind of thing NIL Go flags.
Three deals, three outcomes
Here's how the test plays out in practice. These are illustrations, not real deals.
- The youth clinic. A wrestling club in central Pennsylvania pays a Nittany Lion wrestler to run a two-hour clinic, at a rate in line with what other clinicians charge, and promotes it with the athlete's name and photo but no Penn State logos. That's a textbook deal, and the athlete reports it if it's worth $600 or more.
- The restaurant post. A downtown restaurant pays a football player for three sponsored posts over a month, at a price close to what similar accounts get. Also fine, as long as the posts actually go up and the price makes sense.
- The "bonus." A booster offers a player money for every touchdown, or for staying at Penn State next season. That's pay-for-play no matter how the contract is worded, and it's exactly the kind of deal NIL Go is built to stop.
What happens inside NIL Go
The athlete, or someone helping them, submits the deal terms. The College Sports Commission reviews it and marks it cleared, not cleared or in need of more information. Most deals clear, and turnaround has improved: the CSC said 68 percent of deals processed in July and August 2026 were resolved within seven days.
If a deal is rejected, the athlete can revise and resubmit or take it to neutral arbitration. The first completed arbitration, involving deals between Nebraska football players and that school's multimedia rights partner, upheld the CSC's rejection in May 2026. The lesson for business owners: document what you're paying for and why it's worth that much.
Special cases worth knowing
International athletes
Athletes on student visas face immigration limits on working in the U.S., and that can restrict NIL activity here. The university's international student office and an immigration attorney are the right people to ask, not a booster.
Agents and marketing reps
Pennsylvania law lets athletes hire agents. Check credentials and read the fee terms closely. Agent oversight has also been a recurring theme in recent federal proposals.
Charity and community work
Athletes can be paid for appearances at charity events, and plenty also volunteer their time. If a nonprofit wants to use an athlete's name to promote a fundraiser, that's still an NIL use and should be agreed in writing.
Schedules and team commitments
NIL work has to fit around class, practice, travel and competition. Team rules on schedules and team-issued gear still apply, so build some flexibility into any deal and avoid dates that collide with the season.
Transfers and injuries
What happens to a deal if an athlete transfers or gets hurt depends on the contract. Good contracts say so up front.
A checklist for local businesses
- Define the deliverable: what, where, when and how many.
- Price it like any other marketing spend, and keep notes on how you got there.
- Put it in writing, including what happens if the athlete transfers or is injured.
- Leave Penn State logos out unless you have a license.
- Expect the athlete to report the deal to NIL Go and through any school disclosure process.
- Don't tie pay to stats, wins or staying at Penn State.
- Stay out of recruiting, full stop.
What could change
A lot is still moving. On September 28, 2026, the U.S. Senate passed the Protect College Sports Act 77-22. It would set national rules for NIL, eligibility and transfers, but it needed House approval to become law, and the outlook there was uncertain heading into the November midterms. White House executive orders in 2025 and 2026 have also pushed federal agencies to act on college sports, but an executive order isn't a statute. Until something passes, the settlement rules, NCAA bylaws and state law govern every deal described here.
The bottom line
Penn State athletes can sign a wide range of deals, from a card show appearance to a clothing line, as long as the work is real and the price is fair. If you're new to NIL, start with our fan guide. If you're weighing a gift instead of a deal, read NIL collectives vs donations. For sport-specific advice, see our pages on football and wrestling.