Pathway Sports and Entertainment, a company specializing in monetizing athlete name, image, and likeness (NIL) rights, has made significant strides in securing lucrative deals for college football players. According to reports from Yahoo Sports, the company provides players with "four-figure guarantees as part of video game NIL agreements." This development marks a significant shift in the way college athletes can profit from their NIL rights. Since 2021, when restrictions on NIL compensation were lifted, players have been able to earn substantial sums beyond traditional scholarship compensation. Pathway Sports and Entertainment, founded by Casey Schwab, has been at the forefront of this movement, signing numerous college football players for an upcoming video game. The company has secured agreements with over 450 players from various schools, including Alabama, Georgia, Illinois, Wisconsin, Oregon, and Texas Tech. Each player receives $1,500 for group rights, more than double what they received last year. Additionally, high-end players have the opportunity to earn extra money. The company aims to sign up every FBS school, a potential undertaking of more than $17 million.

The reception of this deal among college football players has been strong, with most athletic directors and coaches supporting their players in making legitimate commercial dollars. Pathway Sports and Entertainment has also scheduled visits to other schools, including Clemson, Missouri, and Tennessee, to speak with other players. This initiative is described as "the largest commercial program for college athletes in history," with the company aiming to be the first group to negotiate directly with video game makers on behalf of the players. The upcoming video game, which could include EA College Football 26, represents a significant opportunity for college athletes to capitalize on their NIL rights. With Pathway Sports and Entertainment leading the charge, it is clear that the landscape of college sports is undergoing a significant transformation, with athletes now having more opportunities to profit from their name, image, and likeness.