By Kurt Maurillo, CFP®, SE-AWMA ^SM, NFLPA® 

Like dozens of elite athletes across the country, today’s college stars are navigating a financial landscape that barely existed just a few years ago. The NCAA’s Name, Image, and Likeness (NIL) opportunities have opened the door to sponsorships, endorsements, and income streams that can arrive long before a professional contract or the start of a career. 

As the world of college sports evolves, athletes are realizing that performance on the field is only one piece of the puzzle. Just as they train year-round to sharpen their athleticism, they must now learn to manage brand partnerships, taxes, cash flow, and the long-term impact of income. And the decisions made today will shape financial outcomes for 

decades to come.  

For many student-athletes, NIL income represents their first experience with meaningful earnings. A sponsorship deal or social media partnership can be exciting, as well as overwhelming, especially when combined with the demands of school, training, and competition. 

The financial path of a college athlete is different. Income may vary, grow quickly, or evolve alongside an athlete’s success. This is where preparation becomes an advantage. Just as success on the field is built through consistent training and discipline, financial success is built through early habits and intentional planning. 

With the guidance of a trusted advisor, athletes can focus on what they do best while knowing there’s a strategy in place that is supporting them now and their future goals, including:

• Understanding cash flow 
• Preparing for taxes 
• Smart saving and investment strategies 
• Planning for what comes next

Wealth planning helps protect the outcomes of opportunities, giving athletes the clarity, confidence, and structure to make the most of them today and over the long term. 

As this new financial reality takes shape, more athletes and their families are seeking professional guidance. Student-athletes benefit from working with an advisor who understands the arc of an athletic career and can help them plan for long-term success. I will work with you to focus first on your short and long-term goals, then partner with you to build a financial strategy that plans for life’s transitions from professional ranks to new careers and even into retirement. 

Without clarity, even the most promising opportunities can become stressful and short-lived. Financial confidence comes from knowing there’s a plan in place, one that is designed to protect what you earn today while preparing for what comes next. A trusted advisor can help give you clarity and structure along the way. 

In this new era of athletics, success isn’t only measured by wins and stats, but by turning current opportunities into lasting security and financial freedom. 

About the Author 

By Kurt Maurillo, CFP®, SE-AWMA ^SM, NFLPA®, Managing Director – Wealth Advisor at Clarity Wealth, a financial services practice that has built a heritage of managing the assets of affluent families for as many as four generations of wealth. The practice has offices in Naples and Fort Myers, The Villages, Florida, Pittsburgh, Pennsylvania, and Glenview, Illinois.      

Wells Fargo Advisors Financial Network does not provide legal or tax advice. Be sure to consult your own tax advisor and investment professional before taking any action that may involve tax consequences. 

Investment products and services are offered through Wells Fargo Advisors Financial Network, LLC (WFAFN), Member SIPC. Clarity Wealth is a separate entity from WFAFN.   

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