BY: STEPHANIE VALDERRAMA

Photo by: Stephanie Valderrama
Cedric Golden, columnist for the Austin American-Statesman, listens to Texas State students Jacob Punch and Ava Gibson while answering their questions and sharing insights from his extensive writing career.
The NIL Era: Opportunities and Challenges
Cedric Golden, columnist for the Austin American-Statesman, is “all in” on college athletes cashing in on Name, Image, and there’s (NIL) deals. Spoke to a sports media class at Texas State University on Tuesday “the current environment as a “free-for-all,” where powerhouse programs dominate the competition, said Golden.
While he praised the financial opportunities for athletes, Golden cautioned that many of these players will never make it to professional leagues. “Man, if I knew I wasn’t going to get drafted, I’d stay in school for eight years if they let me,” he said. “I’d walk out of there with a medical degree. There’s money to be made, and it’s great to see these kids finally getting paid.”
Golden also highlighted the progress of female athletes, pointing to Texas volleyball star Madisen Skinner. Skinner has secured NIL deals with Fairfield Inn and H-E-B, earning significant recognition. “She’s doing great,” Golden said. “This is as good as it gets for her financially. She might make the Olympic team maybe, but that doesn’t pay what she’s making now getting national commercials.”
Golden emphasized that the NCAA could have implemented more guardrails on the portal to prevent big-money schools from dominating NIL deals, saying, “The schools with the most money are winning.”
Speaking of image, Golden’s observations about NIL deals naturally tie into a broader discussion of athletes’ priorities, as he noted a growing trend of players focusing more on their public image than their on-field performance.
Athletes are more preoccupied with their image
Today, I think athletes are more concerned with how they are portrayed rather than how they play,” said Golden. His remarks came after Dallas Cowboys star Trevon Diggs went viral for an exchange with a reporter following the team’s loss to the San Francisco 49ers.
The controversy began when Cowboy’s reporter Mike Leslie posted a critical tweet on X (formerly Twitter), asking, “What is Trevon Diggs doing on this play?” Diggs responded
aggressively, reportedly telling the journalist, “You can’t go out there and do nothing. Stay in your lane, buddy. Talk about these nuts.”
Golden criticized the incident, suggesting Diggs should’ve been in the film room instead figuring out why the Cowboys got beat again he said. It reflects a broader trend where athletes prioritize their social media personas over the fundamentals of their sport.
While some athletes in the U.S. seem increasingly focused on their image, Golden contrasted this with European sports programs, which emphasize mastering the fundamentals over cultivating a public persona.
European Advantage in Sports Fundamentals
“They develop their guys better than we do,” he said. “There’s a reason the Europeans shoot 3’s better than us. Because they grew up shootin’ 3’s.”
Golden noted that European coaching techniques often surpass those in the U.S., particularly in basketball and baseball. He emphasized that European programs tend to prioritize teaching the fundamentals, giving their athletes an edge.
Golden used Luka Doncic, a Slovenian player for the Dallas Mavericks, Golden said they were taught the sport the right way as an example.
“The Europeans are better at the fundamentals with baseball and basketball that’s why they’ve kinda taken over the sport and the L.A Dodgers discovered that a long time ago. I’m sure the Yankees are going to be in for whoever the next great Japanese player is,” said Golden.
Cedric Golden’s thoughts on modern sports highlight how money, image, and skills are all playing bigger roles. While NIL deals offer financial opportunities for athletes, they also create challenges, with wealthier schools gaining an advantage. The focus on personal portrayal, seen in incidents like Trevon Diggs’ viral outburst, shows a shift from focusing on athletic performance. Golden also pointed out how European sports programs focus more on mastering the fundamentals, giving athletes an edge in passing and shooting versus just dunking. As sports evolve, balancing money, image, and skill will be key to the future of athletics.