I’ve blogged about my college football player son in the past . What can I say? I’m a proud dad. Recently, he entered the transfer portal, making him essentially a free agent for colleges vying for his long-snapping expertise.

Suffice it to say, we’ve gotten an up-close view of the modern college football landscape. Let me tell you—it’s a business. A dirty business. With NIL (Name, Image, and Likeness) deals flooding the market, there’s big money in the game, but not always in the ways you might expect. Talent acquisition is more transactional than ever. NIL dollars, scholarships, and other offers swirl together in a bidding war for athletes.

Watching this unfold reminded me of a similar dilemma employers face when structuring employee benefits: Should you go with an ICHRA or invest in a traditional group health plan?

Let’s break it down through my son’s world. In today’s college football arena, schools are essentially offering two pathways to recruit players: NIL dollars or scholarships. NIL money works like a payment or a resource to cover tuition—a clever workaround to preserve scholarship spots while still getting the player. If we’re talking employee benefits, that’s your ICHRA. Employers hand over a set amount of money for employees to buy their own health insurance, and voilà—problem solved, right?

But then there’s the scholarship. A scholarship covers tuition outright, and it comes with strings attached: the athlete represents the school on the field. However, the value of a scholarship isn’t purely financial. It’s about belonging to something bigger. When athletes accept a scholarship, they’re buying into a larger ecosystem—the school’s culture, alumni network, values, and spirit. They’re looking beyond the short term to a long-term value proposition. It’s not just a deal for the next four years; it’s an investment in the next 40.

Here’s the fear I have for athletes who rely solely on NIL dollars: the short-term gain can overshadow the long-term loss. They get paid to play for a few seasons, but what happens when the lights dim? The overwhelming majority of college athletes won’t turn pro. For most, the value of their college experience lies in the network, mentorship, and opportunities they carry forward into their careers—not the paycheck they cashed at 19.

The same principle applies to employee benefits. If you’re running a seasonal or high-turnover business, ICHRA can work like NIL—it’s transactional, efficient, and solves the immediate problem. But if you’re building a company where stability, loyalty, and engagement matter, relying solely on ICHRA dollars won’t cut it. Throwing money at employees to shop the individual market for increasingly mediocre “insurance” won’t create the connection and commitment you’re looking for. It’s a bandaid solution for a deeper, cultural need.

A well-crafted group health plan is the scholarship equivalent for your workforce. It’s more than a benefit—it’s a statement. A group health plan signals to employees that they’re part of something greater, that the organization values their well-being not just for today but for the long haul. It fosters trust, loyalty, and a sense of belonging. When done right, it transforms a company’s culture. Employees aren’t just workers; they’re members of a team with shared goals and a common purpose.

For my son, we’re evaluating options the same way. NIL dollars are tempting, but we’re focused on the bigger picture. What school offers him the best overall experience—not just on the field but academically, socially, and professionally? What place will prepare him for life long after the final whistle blows?

As an employer, ask yourself the same thing: What’s your end game? If you want a revolving door of disengaged workers, throw some NIL-style dollars at them and call it a day. But if you’re aiming to create a lasting impact—on your employees, your business, and your culture—invest in a group health plan. It’s the scholarship your team deserves.