The landscape of college sports has never felt more like the Wild West. Name, Image, and Likeness (NIL) deals, rapid-fire coach and player transfers, and massive television dollars have turned what was once a structured amateur ecosystem into a high-stakes free-for -all.
As we head deeper into 2026, it’s clear the changes are profound—and not all for the better.
The NIL Wild West: Progress with No Guardrails
NIL opened the door for athletes to earn from their personal brands, and that’s not inherently bad. Athletes deserve compensation for the value they bring. But the execution? It’s ridiculous. Players switch schools yearly, chasing bigger bags, while complaining about limited eligibility windows. Southern Gaming Magazine publisher, G. Douglas Dreisbach puts it plainly: “The NIL landscape is the wild, wild west right now. When we look back in five years, we’ll realize that. I don’t think it’s a bad thing that the athletes are getting paid, but it’s ridiculous for them to switch schools every year and people complaining that they don’t have six or seven years of eligibility in college.”
The core question remains: Is college about education and team loyalty, or just a stepping stone to the pros? “Is it about using college for the next step to professional sports, or is it about college? I think we all know the answer,” Dreisbach says. “Which is fine. I think that’s fine. I’m not opposed to it. But let’s call a spade a spade.”
What he does oppose is the lack of parameters. Athletes sit out games—sometimes mid-season—claiming injuries that seem suspiciously convenient, all to preserve draft stock or chase better NIL opportunities. “There’s kids that sit out because they think they have better opportunities and to be drafted when they’re supposed to be playing for the school that already paid them to play. So, maybe a solution is to pay the athletes before they perform seems ideal, until the other school offers the same amount to be paid upfront, and then you lose the deal altogether.” Driesbach notes. “Now we have kids on basketball teams at major colleges, sitting out in the middle of the season when they say they’re hurt, but according to close sources and teammates, they’re probably not… saying that they really don’t have any issues.”
NIL collectives—booster-funded groups pooling donor money for athlete deals—have amplified the chaos. These entities hand out massive sums with little oversight, often seeing no real return on investment. “NIL collectives and donors putting in money and not seeing the return on investment will only last so long.” Dreisbach warns. “Without results, they will only donate for so long, and when it dries up, the players, and the championships, will shift to the schools with the biggest donors.”
This also ripples into sports betting, where last-minute transfers or opt-outs swing lines unpredictably, especially on future wagers. Bettors face added uncertainty when stars vanish for better deals elsewhere.
Coach Transfers and the Broken Timing
Coaches aren’t immune to the money chase. It is hard to fault high-profile moves like Lane Kiffin leaving Ole Miss for LSU. If anyone says they wouldn’t take $90 million to do the same is lying through their teeth. But the timing of it all does highlight the problem. “He was getting paid a ton of money at Ole Miss. LSU offered him $90 million. How could he say no. I don’t mind these coaches leaving, but the timing is all messed up, it needs to be handled after the season, after the championship game, for all schools.” Dreisbach says.
The real issue? Mid-playoff or bowl run departures. “How can you change jobs in the middle of a playoff run? I get why the moves happen when they happen. Coaches have to establish their staff so they can start recruiting, they have to start getting their team in place. So maybe adjusting the start of the season or the two-to-three-week rest between the end of the season and when the bowls start could be a start.” he adds. “If a school has coach or player talks before the end of the season, slap them with a big fine.
The Silver Lining: Better Games, Thanks to Money Staying In
Amid the noise, there’s progress. Athletes stick around longer instead of jumping to the pros early, thanks to lucrative NIL and revenue-sharing opportunities. “As always, money’s getting in the way. But, at the same time, the quality of athletes staying in college instead of going to the pros because they’re making so much money certainly shows.” Dreisbach observes. “I think the college basketball and football games this year have been really great with several guys that could be playing in the NBA and NFL.”
The on-field product shines brighter with veteran talent. Great matchups, upsets, and overtime thrillers remind us why we watch.
The Real Driver: Conference Alliances and TV Billions
It all circles back to money—specifically, massive television rights fueling everything. Major conference realignments, like the SEC’s dominance, chase eyeballs and dollars. “I think it all ultimately comes down to when you see major conference alliances like we’ve seen with the SEC. The television rights provide a huge windfall for these programs as networks pour billions in, inflating collectives, buyouts, and rosters. Until the spigot gets regulated, the chaos will continue.
Time to Focus on the Game
College sports isn’t broken beyond repair, but it’s teetering. Athletes earning fair pay is progress; unchecked transfers, mid-season drama, and donor cash diversions aren’t. Parameters, fines, and a renewed emphasis on the sport itself could restore balance.
“As always, money’s getting in the way,” Dreisbach concludes. “But the quality is up. We need to focus on the sport, not off-court drama. Otherwise, in five years we’ll stare at billion-dollar stadiums wondering why no one stayed for graduation. Right now college sports feels like Vegas in the early days, a lot of fun but who’s really running the gambit? Only time will tell.”
Enjoy the games. Tune out the noise. The buzzer-beaters still matter most.
By: G. Douglas Dreisbach – Publisher – Southern & Midwest Gaming and Destinations
@SouthernGaming @MidwestCasinos
