The Emerging World of Name, Image, Likeness (NIL) for Student Athletes

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What is NIL?

NIL is the new term that is being thrown around in the collegiate sports world but what exactly does NIL mean?

NIL stands for Name, Image, and Likeness. NIL is giving National Collegiate Athletic Association (NCAA) athletes the opportunity to receive financial compensation through their name, image, and likeness. Student athletes are receiving financial compensation through marketing and promotion endeavors. This includes but is not limited to autographs, social media posts, endorsements, commercials, billboards etc.

What is not allowed

Originally, NCAA’s board of directors suspended the organizations rules prohibiting student athletes from incentivizing their name, image, and likeness. Now, new rules have emerged allowing students athletes to monetize themselves. However, this comes with exceptions. Coaches, colleges, and universities cannot pay players directly. For example, high school athletes cannot be offered money as an incentive to come play at a school. Another example is players cannot be paid directly for a sports achievement.

NIL Example

For example, a college or university may market one of their best football players on the team to encourage fans to attend games. This can be done through billboards, commercials, or social media posts. It is time that athletes start earning financial compensation for the profits that they bring into their educational institutions.

NIL is giving the athletes to sign small or massive deals. High school quarterback Quinn Ewers enrolled early at Ohio State in order to sign an $1.4 million NIL deal with GT Sports Marketing. The deal was that Ewers would sign autographs for three years. These NIL deals are becoming so popular that Ewers signed this deal before even starting his first game as an Ohio State football player.

What is the future of these NIL rules?

The future of NIL is an area that is still being sorted out. The NCCA has temporary rules until Congress creates national laws making regulations for college athletes a brighter line rule. Currently, college athletes have some opportunity and should take advantage of these opportunities to profit from NIL deals.

Does this apply to you?

First, you must be a college athlete. Most people may think you have to be a top ten NCAA athlete at one of the best sport schools in the United States to get a NIL deal. However, this is incorrect. For those that do not know, all divisions of college athletes are eligible to receive compensation through NIL deals. It all comes down to how you market yourself.

NIL is emerging in the United States, however the rules for Canadian students may be a bit different. The NCAA policy to allow NIL deals does not override local or state laws that otherwise limit NIL opportunities.

How to get an NIL Deal

To get an NIL deal there are numerous steps that you should take. First, have a strong social media presence. Second, use marketplaces and do your research on what marketplaces are looking for NIL deals whether it is in your community or elsewhere. Third, you may reach out to companies directly or work with an agency specializing in NIL deals. Lastly, contact your school! Currently twenty-eight states have NIL laws. College athletes must follow the law of the state where their college or university is when participating in NIL activities. To learn more, ask your school how you can go about using your NIL.