The Impact of Name, Image, and Likeness (NIL) Deals on the NCAA

The era of NCAA institutions benefiting from collegiate athletes has ended.

For decades, the NCAA, universities, and colleges earned millions from its amateur athletes’ efforts, talents, and performance. However, on June 21, 2021, the Supreme Court unanimously ruled the NCAA’s restrictions on education-related benefits were illegal.

The ruling, known as NIL, allows athletes to profit from endorsements by selling their name, image, and likeness while maintaining their amateur athlete status and eligibility for NCAA competitions. Athletes can earn money through product endorsements, social media deals, promotional activities/ services, appearances, autographs, camps, and clinics.

Twenty-nine states have NIL laws in place. However, if a student-athlete attends a school in a state without a NIL law, the NCAA must afford the student-athlete the right to engage in NIL activities without being penalized.

As with any substantial changes, the NIL ruling has both pros and cons:

Cons:

1. Higher-profile athletes will have significantly more opportunities than other athletes.
2. The ruling may, for some student-athletes, switch the focus on earning money rather than a quality education.
3. High school students may gravitate to universities with powerhouse sports programs to maximize their NIL endorsement potential.
4. Disproportional NIL deals may create tension among teammates and hurt team cohesion.
5. Some athletes might place a higher priority on personal stats over team success.
6. Non- revenue-generating sports will have fewer opportunities.
7. Male athletes will have more opportunities and more significant earning potential than women.
8. Black female student-athletes may have the least earning options of all.

Pros:

1. The NIL ruling will help reduce the financial and emotional stress of finding funds for tuition.
2. More athletes will have opportunities to attend college.
3. Student-athletes will have a network of connections and build their brands before graduating.
4. Some marginalized sports will gain more visibility.
5. Often overlooked athletes, such as Bailey Moody, a wheelchair basketball player from the University of Alabama, can gain national exposure through marketing campaigns (Moody joined Degree Deodorant’s inaugural #BreakingLimits marketing campaign.)
6. Athletes with a strong social media presence on Instagram, Twitter, and TikTok have a high earning potential for business endorsements.

The Impact of the NIL on Collegiate Women Soccer Players

Quite a few women soccer players have inked NIL deals. One of the first players to sign an agreement was the 2-time Hermann Trophy winner Jaelin Howell of Florida State University. Howell signed an endorsement deal with IT service provider Milner Technologies.

After finalizing her contract, Howell commented, “I’m very fortunate to be able to be at the top right now while this came out, while the name, image, and likeness came out. There will be some good opportunities for athletes now, and this contract was a good opportunity for me. Hopefully, there’s more to come.”

Howell’s deal is just the tip of the NIL iceberg. Other women collegiate soccer players are building their resumes as well.

For example:

• Sarah Fuller – University of North Texas (clothing brand, Represent)
• Reilyn Turner – UCLA (Nike)
• Samantha Estrada – Southern Methodist University (Sam’s club)
• Channing Foster and Molly Martin – University of Mississippi (Walk On’s Sports Bistreaux)

A key strategy for Walk On’s Sports Bistreaux is to provide more visibility to sports that–in the past–receive little attention. Bailey Richard, regional market support for Walk On’s Sports, best summed up the impact of the NIL ruling on women’s collegiate sports, “I think we’re more excited about that, honestly. That we can take girls soccer, we can take women’s lacrosse, swim team, and people who always might not get recognized even though they work just as hard as a football player or a baseball player.”

Featured image via Getty Images

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