FSU industry leaders explore big picture of collegiate athletics at annual NIL summit

FSU punter Daniel Hughes, an Australian student-athlete who was a Ray Guy Award semifinalist last year at New Mexico, discussed the opportunities NIL can create beyond immediate payments. He said student-athletes should think about how NIL can help them build an identity, network and opportunities that last beyond their playing careers.

“I’m a footballer first,” Hughes said. “The social media side is secondary. I want people to remember that first. But the brand side is beyond football. What am I going to do when my career is over and my body kicks out? What am I going to use?”

Hughes has built a sizable following through TikTok and Instagram, with more than 80,000 followers across the two platforms and millions of views on his content. However, because of his international student visa, he cannot monetize brand deals until after his college career ends.

Hughes also encouraged student-athletes to find a brand fit that reflects who they are rather than chasing deals that do not align with their identity.

“You have to be authentic and genuine,” Hughes added. “If you’re not yourself, then your content doesn’t do as well. People can see through it.”

“You have to be authentic and genuine. If you’re not yourself, then your content doesn’t do as well. People can see through it.”

– Daniel Hughes, Florida State Football punter

Jason Pappas, a sport management professor in the Anne Spencer Daves College of Education, Health, and Human Sciences, said NIL is also creating opportunities for students interested in careers across sports marketing, law, social media and related fields. Pappas, who coordinates the Sport Management Internship Program, was asked several questions by students during the summit about how to navigate NIL as a potential career path.

Even with uncertainty ahead, from shifting rules and possible congressional action to collective bargaining and other unresolved questions, FSU’s NIL leaders emphasized that adapting is more productive than waiting for the perfect system. As NIL evolves, FSU continues positioning student-athletes for success on and off the field with an emphasis on short-term growth and long-term planning.

Photos of the FSU Future of NIL Summit are located on the FSU College of Law website.