Illinois football head coach Bret Bielema shared his straightforward approach to navigating the world of Name, Image, and Likeness (NIL) deals in college football at Big Ten Media Days.
His philosophy is clear: reward players who prove themselves on the field with the Illini rather than throwing big money at untested recruits. “[If] you come in and prove, and play winning football at Illinois, you're going to be getting taken care of as good as anybody,” Bielema said.
Some interesting stuff here from Bret Bielema.
— Glenn Kinley (@glenn_kinley) July 23, 2025
He says Illinois prioritizes NIL for players who have proven themselves AT Illinois, rather than offering guys a ton of money to come TO Illinois.
"[If] you come in and prove, and play winning football at Illinois, you're going to… pic.twitter.com/hKVDFGeilX
Unlike some programs that offer hefty NIL deals to lure high-profile recruits, Bielema emphasizes development over instant payouts. He noted the kind of payouts some schools have, “I know there are people that have signed kids for millions,” but wanted to clarify that Illinois has never paid an incoming freshman more than $150,000.
Bielema believes bringing in a freshman with a massive deal can disrupt team chemistry.
“If I bring that kid in that's making more than the guy that's already there, that kid that's already there is going to, you know, tell me where to go or leave,” Bielema explained. For him, it’s about fairness and fostering loyalty within the program.
The word 'loyal' could be used to describe many players on the Illinois football team, but none more so than starting quarterback Luke Altmyer.
Altmyer was rumored to have been offered a larger deal to leave and join the SEC, and he even had the opportunity to pursue the NFL after last year. But a few days earlier, Altmyer said, "the people around me made it really easy to be here, Coach Bielema, starting... no reason to pick up & leave."
Bielema has confidence in development. It's something that he has done consistently as a coach, and a trait that was crucial in his journey as a player who worked his way up. He was a walk-on at Iowa. He joined the team as a defensive lineman and eventually earned a scholarship, lettering four years and serving as team captain in his senior year under coach Hayden Fry.
It is these experiences in his life that make it so he can say, “I know what we're doing in Illinois and why we're doing it, and I really don't care what anybody else does.” This is where players like Altmyer and J.C. Davis, who weren’t original recruits, have bought into the culture and now earn significant NIL deals after proving their worth.
Illinois isn’t chasing ready-made, five-star prospects like some powerhouse programs. Instead, Bielema’s focus is on building a cohesive team through hard work and growth.
His strategy may not be flashy, but it’s deliberate, aligning with his belief that players who earn their place will appreciate the rewards. As Bielema put it, “There’s kids that have given up money to come to us,” and he’s confident they’ll see the value in Illinois’ approach once they’re part of the program.