As student-athletes start competing in the 2021-22 school year, in addition to training, competition, classes and study time, they are now able to explore ways to capitalize on their name, image and likeness (NIL).
After years of requests, demands, litigation, exploration, legislation and frustration, the National Collegiate Athletic Association (NCAA) announced in June the adoption of an interim policy that gave college athletes the opportunity to benefit from their NIL. Student-athletes can engage in NIL opportunities consistent with the state laws of where their institution is located and are required to report NIL activities to their institution. They may retain an agent or attorney.
Dr. Fritz Polite
“It creates a platform where every student that participates in college athletics has to start looking at themselves as a brand, and that in itself is very important, because it changes and empowers them,” says Dr. Fritz Polite, assistant vice president of opportunity development at Shenandoah University, where he teaches marketing and brand management.
As the early days of student-athletes seeking ways to benefit from their NIL unfold, the NCAA will continue to work with Congress on a national law that provides institutions and student-athletes a consistent set of reasonable rules.
Gloria Nevarez, commissioner of the West Coast Conference (WCC), says she supports the ability of student-athletes to monetize their NIL, but she is concerned that, without a set of national guidelines and guardrails, people are operating in wildly uncertain territory.
“In general, it’s going to be a good thing for student-athletes and we will figure it out. It’s just going to be a little hectic until we get there,” Nevarez says.
