JP Morgan Athlete Center of Excellence: athletes need a financial playbook now more than ever

For years, the playbook was simple: athletes focused on their sport first, and financial planning came later. Only after signing a professional contract did they typically hire advisors, accountants and attorneys — and start thinking seriously about managing their wealth.

That timeline often no longer reflects reality. The sports industry has made tremendous strides in creating new ways for athletes to earn money. The next challenge is ensuring they have the knowledge and support to manage it.

Today, many athletes start earning meaningful income long before they turn professional. The College Sports Commission estimates that student-athletes received $1.77 billion in revenue-sharing pay in 2025-2026. Name, Image and Likeness (NIL) opportunities have accelerated that shift, giving student-athletes access to sponsorships and business opportunities while they’re still in school.

At the same time, the demand for financial guidance is growing. The 2022 NCAA Student-Athlete Well-Being Study found that many have a strong desire for more resources on financial literacy and taxes.

There is a big focus on creating more earning opportunities for athletes. We now need to put the same energy into helping athletes prepare for the financial responsibilities that come with them.

Decisions are coming earlier

Too often, financial education starts after the money arrives. By then, habits have already formed and important decisions may have already been made.

The reality is that some of the most important financial choices for athletes happen before they sign a major contract. How do taxes work? How much should I save? How do I navigate money conversations with friends and family? Who should I trust?

These........

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