Name, Image and Likeness, or NIL, is among the biggest stories in college sports today.

And this weekend, two of college basketball’s biggest names — and earners — will be in Albany, including Iowa’s Caitlin Clark.

MVP Arena should be sold out all weekend and it serves as reminder for all schools what NIL can do for a player, a program and an entire sport.

The biggest star in college basketball will be shining bright in Albany this weekend.

"It’s her ability just to be exciting to watch and the way that she presents herself, and the way that she's been able to affect her community, and the way that she is a team player,” Head of Basketball Operations for Grand Central Sports Management Mike Bristol said.

They are qualities that have allowed Clark, NCAA Division I's all-time leading scorer, to use her name, image and likeness to become the fourth-highest earner in all of college sports at $3.1 million, according to an On3 NIL valuation.

When she makes her way to Albany, she will, however, not be alone. The No. 8 earner will be there as well, LSU's Angel Reese, whose Tigers beat Clark and Iowa in last year's national championship game.

“It's crazy and it's so great to see something like that,” Bristol said of female athletes taking so many spots in the rankings.

Bristol's been involved in NIL since day one.

“Doesn't matter who it is,” he said. “If you can kind of build that awareness, if you can find that something, you know, whatever that is, brands will jump on board."

The reality is, most NIL deals never reach $1 million, but they don't need to.

“Anybody can reach out to an athlete,” Bristol said. “Then you have an opportunity to associate, cross-promote brands, market with each other."

In fact, they don't have to come from a brand or an agency at all.

“You can get someone out to a birthday party for $500,” he said, adding people can even reach out to the athletes themselves though social media. “So it's absolutely affordable. These athletes can't wait to do this stuff. They love doing this stuff.”

Bristol says it's just about educating everyone involved. It can enhance your event.

“It makes that event that much more exciting. Getting some autographs, getting some pictures. It's huge,” he said.

The players can take advantage of social media to enhance their profile.

“Whether it's through clothing or shoes, sports, video games, all that kind of stuff,” he added.

It can certainly benefit the communities in which these players live in, but perhaps most importantly, it can grow an entire sport.

“All these coaches should take advantage of bringing these athletes out and utilizing their strengths,” he said.