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UH Seeks $5M for NIL Programs to Compete

  //travel-leisure.news-articles.net/content/2026/02/12/uh-seeks-5m-for-nil-programs-to-compete.html
  Published in Travel and Leisure on Thursday, February 12th 2026 at 5:15 GMT by KITV
      Locales: Hawaii, UNITED STATES

HONOLULU, Hawai?i - February 12, 2026 - The University of Hawai?i (UH) Athletics department is making a significant appeal to the state legislature, requesting $5 million to bolster its Name, Image, and Likeness (NIL) programs. This funding, officials say, is crucial not only for retaining current student-athletes but also for attracting top-tier recruits in an increasingly competitive collegiate sports arena.

NIL policies, which have been in effect for several years now, represent a paradigm shift in college athletics. They allow student-athletes to monetize their personal brands through endorsements, appearances, and other activities - a right previously prohibited. While lauded by many as a long-overdue acknowledgement of athlete compensation, NIL has rapidly complicated recruiting and team dynamics. The implementation hasn't been uniform across the country, creating significant disparities in resources and opportunities available to athletes at different institutions.

According to UH Athletics Director Don Costin, the requested $5 million isn't simply about keeping pace with other schools; it's about survival. "We're trying to level the playing field for our student-athletes and ensure they have the same opportunities as their mainland counterparts," Costin explained. "Right now, we're at a real disadvantage when recruiting. These programs across the mainland are offering substantial NIL deals to recruits, and we just don't have the resources to compete."

This disadvantage is particularly acute for Hawai?i, a geographically isolated state with a higher cost of living and a unique set of challenges when it comes to attracting and retaining talent. Mainland schools, often backed by larger alumni networks and more robust fundraising capabilities, can offer NIL packages that are simply unattainable for UH. These packages can range from modest stipends for social media promotion to substantial contracts for endorsements and appearances. The gap isn't just financial; it's also about access to professional representation and NIL-specific educational resources.

The proposed $5 million would be allocated across three key areas. Firstly, a significant portion would be dedicated to athlete education. Navigating the complexities of NIL requires a thorough understanding of contracts, taxes, and compliance regulations. UH plans to establish comprehensive workshops and provide individualized guidance to ensure athletes make informed decisions and avoid potential legal pitfalls. Secondly, the funding would support enhanced compliance efforts. The rapidly evolving NIL landscape is subject to ongoing legal challenges and interpretations. UH needs to ensure it remains fully compliant with both NCAA rules and state laws to avoid sanctions and protect its athletes. Finally, and perhaps most critically, the money would seed a dedicated fund to facilitate NIL opportunities for athletes. This fund wouldn't directly pay athletes, but it would act as a connector, matching athletes with potential sponsors and helping to negotiate deals. It would also provide a mechanism for pooling resources from local businesses and alumni who are eager to support UH athletes.

The request comes amidst broader conversations about the financial health of UH Athletics. Like many public university athletic departments, UH faces increasing costs associated with facilities, scholarships, and coaching staff. State support is already a significant component of the athletic department's budget, and this new request highlights the growing pressures created by the NIL era. Some legislators have expressed concerns about the allocation of public funds to athletics, arguing that resources should prioritize academic programs. However, proponents of the funding argue that a strong athletic program enhances the university's overall reputation, boosts morale, and generates economic activity for the state.

The outcome of this legislative request will have a profound impact on the future of UH Athletics. If approved, it could help the university remain competitive in recruiting, retain its top players, and build a sustainable NIL program. If denied, UH risks falling further behind its mainland counterparts, potentially leading to a decline in athletic performance and a loss of valuable talent. The legislature is expected to debate the request in the coming weeks, and a decision is anticipated before the end of the month. The situation underscores a national trend - universities are increasingly reliant on external funding to supplement traditional revenue streams and compete in the new world of college sports, where athletes are finally able to share in the economic benefits of their achievements.