Big-time college athletes have more on their plates than ever with the way the NIL space has grown. Not only do they have the opportunity to get themselves paid in a big way while playing college sports, but they — in essence — are no longer college athletes but, rather, brands.
That must be a tough lesson to learn for some athletes, and there’s so much money now on the line. All that brand building can’t get in the way of the actual sport, though, because without the play on the field, diamond or court, nothing else actually matters.
That’s a lesson incoming freshman quarterback Keelon Russell said was given to him early on in this whole experience.
“The best advice was to understand what’s coming towards you. Understand that your profile is your profile. Understand that your name is your name. Building that is the most successful thing that you can do, especially with how the NIL space is getting bigger,” Russell said in an interview with Nick Schultz of On3.
There’s the brand building, but for a young quarterback like Russell, the main thing has to remain the main thing.
“NIL is a great thing, but focus on your key things and NIL’s gonna come. All the stuff’s gonna come. Focus on football, and the NIL space is gonna come,” he explained. Your profile is your profile. You do good, your profile is gonna be on the rise.”
Russell is expected to have a big profile at Alabama as he looks to be one of the quarterbacks vying to replace Jalen Milroe. He was a five-star recruit in the 2025 class, ranked as the No. 2 overall player and No. 2 overall recruit in the class behind Michigan commitment Bryce Underwood.
Redshirt junior Ty Simpson is seen as the likely starter for Alabama this season, but a talented star freshman like Russell could undoubtedly challenge him.
Speaking of NIL, Russell recently signed his first deal, with Panini America.
