he NIL era is transforming college athletics far beyond endorsement deals and social media sponsorships.
In this episode of Highway to NIL, Troutman Pepper Locke attorneys Cal Stein and Chris Brolley sit down with Stephen Bienko — former Division I athlete and founder of 42U — to discuss the future of NIL, student-athlete branding, athlete development, and the changing business of college sports.
Stephen shares how 42U helps college athletes build long-term personal brands through identity development, financial literacy, decision-making, and career preparation — not just short-term NIL deals. The conversation explores how Power Four programs and mid-major schools are building NIL infrastructure, the growing importance of athlete mental performance and leadership development, and why women’s sports like volleyball and gymnastics are becoming major NIL growth markets.
The episode also breaks down evolving NCAA NIL rules, state law compliance, NIL collectives, recruiting trends, and how tools like NIL Go are reshaping the landscape for universities, administrators, and athletes alike.
From athlete marketing and personal branding to NIL strategy and life after sports, this episode delivers valuable insights for student-athletes, coaches, athletic departments, brands, and anyone following the future of college athletics.