MTSU finds a creative way to increase its NIL funds

By David Oglesby

Photo By Matt Posey / MT Athletic Communications

NASHVILLE - Middle Tennessee State University (MTSU) has found a creative way to boost its football program’s Name, Image, and Likeness (NIL) budget by $668,000—money that is now fueling player earnings and program growth. This strategic financial move comes amid the changing landscape of college athletics, where NIL opportunities have become a key competitive factor, especially for non-Power 5 programs like the Blue Raiders.

The cost-saving initiative, led by newly appointed General Manager Dana Marquez, involves simplifying the team’s uniform strategy. MTSU cut two alternate uniforms (black and gray) and reduced its helmet inventory to just two—one game helmet and one practice helmet. This streamlined approach saved approximately $668,000, with $500,000 saved from helmet reductions and $84,000 from each uniform cut. The funds have been redirected toward easing salary-cap pressures following the House v. NCAA settlement and expanding the football staff, but notably a significant portion supports NIL payments directly to players.

Marquez, who joined MTSU in 2024 with a strong background from Auburn University, emphasized the need to adapt to the NIL era with a fresh mindset. “My goal was to educate our players, our parents, our agents, on having my own business and understanding what it takes to be an entrepreneur,” Marquez told Front Office Sports. This approach is designed to help athletes see themselves beyond just being football players, fostering trust and commitment during recruitment.

Currently, about 30% of the MTSU football roster receives NIL payouts, funded in part by the savings from uniform and equipment efficiencies. The program has also created a pool of money that players can earn based on performance and engagement. This innovative model contributed to MTSU securing the No. 3 recruiting class in Conference USA for 2024-25, its best since 2013, signaling that the financial strategy is translating into competitive gains.

Athletic Director Chris Massaro noted that uniform trends have shifted. “Two years ago, uniforms and some of those peripheral items were important to recruits, and now they’re not. So, what we’re able to save in uniforms, we’re able to put into our revenue share and be able to pay players more,” he said. Head Coach Derek Mason echoed this sentiment, stating, “We didn’t reduce it for NIL, we’re just not Oregon ... we’re Middle Tennessee. We don’t need five uniforms, a black helmet, this helmet. Nowadays… it’s more about the things that matter.”

Nationally, NIL has become a transformative force in college sports since the landmark NCAA policy change in July 2021 that allows student-athletes to profit from their name, image, and likeness. This shift has created new revenue streams for athletes but also introduced financial challenges for smaller programs competing against Power 5 schools with massive NIL budgets. According to NCAA Senior Vice President of Governance and Enforcement Ross Dellenger, “NIL opportunities are reshaping collegiate athletics, making it critical for schools to innovate and support their student-athletes in new ways while maintaining competitive balance.”

MTSU’s uniform cost-cutting is a practical example of such innovation, redirecting funds to empower athletes financially and build a stronger program. As the Blue Raiders open their 2025 season on August 30 against Austin Peay, the team aims to return to bowl eligibility for the first time since 2022. If successful, MTSU’s approach could become a blueprint for other Group of 5 schools navigating the evolving NIL landscape with tighter budgets but big ambitions.