The hyper-commercialized world of US college sports was forever plagued by one question: should college athletes be paid? The answer was provided in 2021, when NIL was introduced to college sports, with the NCAA approving a name, image, and likeness policy that allows students to monetize their NIL. Throughout this article, we will explore what individuals in Kansas and the United States should know about NIL, delving deeper into college athletes’ rights, who NIL applies to, and where it came from.
NIL is arguably one of the most significant changes in college sports history. Previously, college athletes were prohibited from profiting from their name, image, or likeness. In contrast, colleges and organizations they represented made substantial profits and entertainment from their performances on the field of play as they would on their best online sportsbook, making picks and plays. However, with the introduction of NIL rights, college athletes can now monetize their personal brand, which caters to millions of fans worldwide. For example, athletes can directly engage in endorsement deals, promote social media products, and participate in numerous commercial activities to earn income while studying at their school.
As mentioned briefly above, college athletes can earn money through endorsements, sponsorships, appearances, and other business ventures. College athletes can now capitalize on their popularity and marketability while still enrolling in college. This has led to many schools looking to capitalize on NIL; for example, Kansas Athletics was recently named one of nine ‘NIL Power Players‘ by the Sports Business Journal for setting trends and making the most of the dynamic NIL space, nevertheless, with many regulations still unclear surrounding the NIL landscape, its laborious for colleges across America to understand what it all means entirely.
You’d be correct in saying that college athletics can now profit from their NIL. However, they must ensure they comply with the rules and regulations set by their respective athletic associations and universities. College athletes must follow the guidelines to avoid any unfortunate violations. For example, the National Collegiate Athletic Association issued the first-ever penalties for violations of NCAA rules against university involvement with name, image, and likeness (NIL) opportunities for prospective student-athletes against the University of Miami in February 2023. This case involved the Cavinder Twins, Haley and Hanna Cavinder, and their proposed move to the University of Miami, which broke ‘Impermissible contact,’ ‘Improper publicity,’ and’ Atmosphere of compliance’ with NIL regulations.
Moreover, with the newfound ability to monetize their brand, college athletes must now be careful of their reputation and image. For example, many top college athletes seek professional guidance to build a solid personal brand and make informed decisions about endorsement opportunities. This helps athletes in the next step of their careers, with many turning professional and entering leagues like the NBA, NFL, and MLB. Furthermore, NIL rights can also significantly impact the recruiting process. Colleges that can offer attractive opportunities to athletes to enhance their brand may have a better advantage in securing top talents.
It’s essential to consider the long-term implications of NIL rights. While they can provide immediate financial benefits for college athletes, the tricky road of NIL must be navigated with caution. For example, athletes should consider legal advice to protect their brand identity and image before signing any contracts for monetization purposes. Nevertheless, the introduction of NILS rights has brought a positive change in the college sports landscape by allowing college athletes to benefit financially from their popularity and talents.