When people talk about money in college sports these days, the conversation almost always starts in the same place: big-time Name, Image, and Likeness (NIL) deals, seven-figure collectives, and high-profile football and basketball stars.
What often gets lost in that noise are the thousands of student-athletes who don’t play under the brightest lights, who don’t have booster-funded collectives behind them, and who are still fighting for a chance just to get on the field at the next level.
Those are the athletes we’re thinking about when we open applications for the CJ Dickey Foundation 50 for #50 Athletic Scholarship.
The NIL era: a blessing for some, not a lifeline for all
NIL has absolutely changed lives. For the first time, college athletes can legally earn money from endorsements, appearances, camps, and social media. That’s progress.
But the truth is, most of that money is NOT reaching the average college athlete.
Industry estimates show that the vast majority of NIL and new revenue-sharing dollars flow to football and men’s basketball, especially at the biggest Division I programs. Other sports the ones often called “non-revenue” or “Olympic” sports are left to split a small fraction of what’s left. Source: SportsEpreneur+2NIL NCAA+2
At the same time, federal lawmakers and athletes are already warning that this new financial model, layered on top of existing gaps, is putting pressure on smaller programs and non-revenue sports. Some athletes are worried about cuts to teams, travel, and basic support the very things that make their dreams possible in the first place. Source: Senate Commerce Committee
So while headlines talk about million-dollar NIL deals, a lot of student-athletes are still just trying to figure out how to pay tuition, buy books, and afford a meal plan.
The scholarship math almost no one talks about
There’s another piece people don’t always see: the scholarship math.
Only about 2% of high school athletes will receive any kind of athletic scholarship to play in college. Source: NCAA+1
Of those who do, many get partial scholarships, not full rides.
Division III schools can’t offer athletic scholarships at all, though many provide academic or need-based aid.
And then there’s the academic side. A lot of outside scholarships require very high GPA's 3.5, 3.8, even 4.0 or higher. But if you’ve ever watched what a committed high school athlete’s week really looks like à 5 a.m. lifts, late-night games, travel tournaments, rehab appointments, you know how hard it can be to keep up with that standard, even when you care deeply about your education.
That doesn’t mean these students aren’t serious about school. It means the system wasn’t really designed with their reality in mind.
Why the CJ Dickey Foundation exists
Our son, Calvin “CJ” Dickey Jr., loved the game of football. He worked for years to earn his opportunity to play at the college level to be part of a team, to compete, to grow. He never got the chance to fully live out that dream.
The CJ Dickey Foundation was born out of that heartbreak and out of our determination that other kids would have doors opened, not closed, because of a lack of money.
The 50 for #50 Athletic Scholarship does two things at once:
Honors CJ’s legacy his work ethic, his big heart, and his belief that dreams are worth chasing.
Pays it forward by helping student-athletes who have earned their shot to play at the next level but are staring down the reality of college costs.
We know not every deserving athlete comes with a 4.5 GPA, a highlight reel that’s gone viral, or a full-ride offer on the table.
Some are walk-ons hoping just to make the travel roster. Some are role players in sports that don’t have big TV contracts. Some are students who’ve had to fight through family responsibilities, health challenges, or under-resourced schools — and still show up, on the field and in the classroom, day after day.
Those are exactly the students we want to reach.
Dreams shouldn’t be deferred because you can’t afford them
We believe this with our whole hearts:
A dream to play college sports should not die just because the finances don’t add up on paper.
That’s why, thanks to the generosity of our community, we will be able to award five Tampa Bay student-athletes with scholarships totaling $5,000.
This scholarship is not meant to replace a full ride. It’s meant to bridge a gap to help cover a housing deposit, books, travel, or the thousand little costs that can stand between a student and their dream.
Every dollar is a message:You matter. Your dream matters. We see your work, and we believe in your future.
Applications are now open
Applications for the 2026 50 for #50 Athletic Scholarship are now open.
Who can apply?
Tampa Bay graduating high school seniors in Hillsborough, Pinellas, and Pasco Counties who plan to attend college and compete in any sport at the next level (any level à JUCO, NAIA, D3, D2, or D1). Click here for the full scholarship terms.
Application deadline: January 15, 2026
Winners announced: National Commitment Day – February 4, 2026
If you’re a student-athlete reading this and wondering if there’s a place for you in the NIL era, we want you to know: there is.
If you’re a parent, coach, counselor, or mentor, we’re asking you to share this opportunity with the young people in your life who might not see themselves in the headlines, but who show up, work hard, and dare to dream anyway.
Because in Calvin’s honor, we are paying it forward — so that other student-athletes can not only make it to the next level, but truly live their dream once they get there.
👉 to apply click HERE.
