MADISON, Wis. — The FBI and NCAA are working together to warn college athletes that the growing value of name, image and likeness deals is drawing criminals who use online scams to pursue money and intimate images. NIL agreements have helped turn college athletics into a $2.7 billion industry, with nearly $2 billion flowing directly to student-athletes through school payments, athletic collectives and endorsement deals, according to a Santa Clara University study. Federal investigators say athletes’ public profiles and access to money can make them especially attractive targets. Nick Pottrazt, an FBI supervisory special agent, said scammers commonly begin with unsolicited texts or direct messages. Some falsely claim an athlete’s account is about to be suspended and request a verification code. Others pose as brands offering sponsorship opportunities and instruct the athlete to reset a password. The FBI says legitimate platforms do not request verification codes, temporary passwords or PIN reset codes through direct messages. Investigators recommend using passwords and PINs that do not contain easily guessed personal information, including names or birth dates. After gaining access to private accounts, criminals may seek intimate photos and then demand money, a scheme known as financially motivated sextortion. Pottrazt said many offenders operate outside the United States, making arrests and prosecutions difficult. “Your financially motivated sextortionist is unfortunately not somebody in the United States,” Pottrazt said, pointing to criminal networks in parts of Sub-Saharan Africa and Southeast Asia, where U.S. law enforcement has limited reach. The joint initiative also asks coaches, compliance officers and athletic department leaders to prepare reporting systems before an incident occurs. Those adults may be among the first trusted people an athlete contacts, and officials say reducing shame and isolation can help victims seek assistance sooner. “It’s very common, it’s much more common than they think it is,” Pottrazt said. “They’re not the only one.” FBI Operation Director Jose Perez said the effort is intended to ensure athletes and other potential victims know where to seek help before or after an incident. NCAA Vice President for Enforcement Jon Duncan said the organization wants to connect targeted athletes with law enforcement and help stop further abuse. The FBI advises anyone targeted to avoid unknown links and attachments, end communication with the offender, refuse payment and avoid sending identity documents or other proof. Victims should preserve screenshots, messages and other evidence, then report the incident promptly. Investigators warn that paying or continuing to negotiate does not reliably prevent the distribution of intimate images and can lead to additional demands. Reports can be filed at ncii.ic3.gov or tips.fbi.gov, or by calling 1-800-CALL-FBI.