Written By Will Johnson July 7, 2025
Name, Image, and Likeness (NIL) deals have changed the game forever. Young athletes—some not even old enough to vote—are now signing endorsement contracts worth thousands, even millions of dollars. College sports are no longer just about performance on the field or court; it’s a business. And with business comes influence, money, and sometimes… trouble.
One of the biggest red flags waving in this new era? Parental involvement. Not support—every athlete needs a strong foundation, but misguided control, greed, and power plays. And it’s becoming more common than people want to admit. Through my years of being in the AAU Basketball Game, on the boys’ and girls’ side, the biggest thing college coaches have constantly told me is that they don’t want to “RECRUIT PARENTS” as well. Now, you have parents at the negotiation table. That has to be a headache for any college coach. Historically, parents were the cheerleaders, the emotional rock, the late-night practice chauffeurs. Now, too many are stepping into the role of agents, managers, or worse—wannabe moguls (AAU COACHES). And when mom or dad starts thinking like a brand instead of a parent, things can get messy. We’ve seen examples of parents allegedly demanding a cut of their child’s NIL money, steering them away from schools for better brand opportunities, or even threatening coaching staff and universities for more exposure. It’s no longer about what’s best for the athlete—it’s about what’s best for the family bank account.
Parents often times can get in the way of the athlete being the main character. Yes, parents, you have bought equipment, traveled to games out of state, and even sacrificed things your child has no idea about, but NIL was created for the child’s success. Parents, step back for a second and ask yourself…Am I guiding, or am I controlling? Is this decision about my child’s future—or my own financial gain? Is all money good money?
Now, this doesn’t apply to all parents. I want to make that clear. This is for the parents who see their child as the mega ball lottery ticket. There’s nothing wrong with parents being involved. These athletes are young. They need guidance, support, and wisdom. But they also need space. NIL is a blessing when handled right, but a curse when misused. Parents should be the anchor, not the agent. Because once trust is broken and business replaces love, the slope becomes slippery fast—and sometimes, there’s no climbing back up.
