The NIL fight just got a new voice, and it’s coming from the NFL. Jameson Williams of the Detroit Lions is now taking legal action, suing the NCAA along with the SEC and Big Ten, accusing them of cashing in on his name, image, and likeness during his college days, adding yet another layer to an already crowded NIL battleground.

According to the New York Post, the court documents claim: “To date, Williams has received no fair compensation from Defendants for the full commercial value of his name, image, and likeness. Defendants continuously financially benefit from Jameson Williams’ name, image and likeness rights, while also doing so without proving him with just compensation.”

It also states that he wants “the social media earnings that [he] would have received but for Defendants’ unlawful conduct,” plus his share of “the game telecast group licensing revenue” that the defendants earned owing to his success in college football.

During his time at Ohio State University, the player recorded 15 catches for 266 yards and three touchdowns across two seasons. But after transferring to the University of Alabama, his production exploded: he racked up 1,572 receiving yards and 15 touchdowns on 79 receptions over 15 games.

The WR started his college career with the Ohio State Buckeyes before transferring to Alabama. Unfortunately, he ended up tearing his ACL in the national title game against Georgia. But a WR like him could have easily warranted a good NIL deal during his time if he had chosen to forego the draft in 2022.

“Plaintiff received less – zero – than he otherwise would have received for the use of his name, image, and likeness in a competitive marketplace, and was thus damaged, and seeks to recover those damages,” Williams’ lawsuit claimed.

Williams’ lawsuit formally cited the NCAA, Big Ten, and SEC for violating the Cartwright Act, the Unfair Practices Act, the Sherman Antitrust Act, and the Lanham Act. They hold the parties liable for being involved in anti-competitive collusion, predatory pricing, monopolistic practices, and deceptive branding.

The NCAA has seen a hit-and-miss record when it comes to cases like this, because NIL forms the ground for most eligibility cases. The biggest one was fought by former Vanderbilt quarterback Diego Pavia, who ultimately won an injunction against the organization. Ole Miss Rebels QB Trinidad Chambliss was also granted one, which is worth $1.7 million in NIL today.

However, the NCAA has been successful in denying eligibility to former Tennessee Volunteers QB Joey Aguilar and Alabama basketball’s Charles Bedaiko.

Jameson Williams’s case isn’t the most prolific one faced by the NCAA. Former USC Trojans and New Orleans Saints star Reggie Bush continues his two-decade-long battle with the sporting body.

Reggie Bush permitted to continue his legal battle against the NCAA

In September 2024, Reggie Bush, like Jameson Williams, filed a lawsuit against the NCAA, USC, and the Pac-12, seeking compensation for the use of his NIL during his collegiate career. The suit alleges these organizations profited millions from his likeness while he was uncompensated, aiming to address the injustice of his 2010 NCAA penalties.

Bush alleged the sporting body violated the Cartwright Act, which the court ruled that there was a sufficient claim for a cause of action. Bush also claimed a violation of California’s Unfair Practices Act.

The NCAA has been pushing for the lawsuit’s dismissal based on the issue being beyond the statute of limitations and that the alleged wrongdoing occurred over 15 years before NIL was legalized. However, in January 2026, a judge ruled that Bush can proceed with a lawsuit against the university, the NCAA, and the Pac-12 Conference.

Both Jameson Williams and Reggie Bush represent a growing wave of athletes demanding accountability from the NCAA for years of unpaid NIL use. The latter, however, has instead been vocal about bringing more control toward NIL use in college sports, and has also received a boost after Donald Trump signed executive orders targeting this phenomenon. This also comes amid the debate surrounding college athletes and the refusal of the NCAA to treat them as ’employees,’ which would formally bring labor laws into the picture.

Only time will tell if Williams gets the go-ahead to pursue the three entities more aggressively. The NCAA, Big Ten, and the SEC better watch out, since there is precedent for this to go to court.