The NIL Revolution: Endorsement in Student Athletics
Collegiate sports in the United States are witnessing a monumental shift, with the addition of Name, Image, and Likeness (NIL) rights. Previously restricted by National Collegiate Athletic Association (NCAA) regulations, college athletes can now profit off of their personal image, a change from the long-standing “amateurism model.” The effects of NIL are also being felt beyond the college realm; even high school athletes are now beginning to capitalize on their images, ushering in a new era of possibilities for those not even in college.
For decades, college athletes’ NIL rights were heavily monitored by the NCAA, with restrictions preventing players from earning financial benefits from endorsements, sponsorships, or any social media platform using their image for promotional purposes. That all changed on July 1, 2021, when the NCAA revised its rules to allow athletes to profit off of their NIL. This new policy allows athletes to en- dorse products, create merchandise, engage in public appearances, and collaborate with brands.
According to ESPN, when the new NIL policy was passed, “athletes start[ed] signing endorsement deals minutes after the clock str[uck] midnight.” For example, before ever starting a game for the Alabama Crimson Tide, quarterback Bryce Young signed deals with Cash App and trading card companies worth approximately $800,000. By the end of his first season, Young had amassed NIL deals valued at a whopping $3.5 million.
NIL has numerous supporters. Remarking on this topic, Ken Davidoff, a former Riverdale parent and sports writer for The New York Post, explained, “As a longtime fan of college sports, I recognize that the introduction of NIL funds has complicated matters. But I think the pros outweigh the cons. ‘Student-athletes,’ as the colleges like to call them, were often getting robbed in the old system. The idea that tuition and board sufficed for the massive revenue many of these people generated was laughable. I very much prefer this new mess to the old mess.”
Mr. Nick Walsh, faculty leader of the Riverdale NIL minicourse and head coach of the Girls Varsity Basketball and Girls Junior Varsity Tennis teams, agrees that the new NIL policy is a positive change, remarking that “college athletics has been big business for decades now and it’s time for the athletes to share in their piece of the pie. All parties involved will need time to figure out the space and adapt, and yes there will be challenges, but ultimately this is a win for everyone in my opinion.”
Notwithstanding these views, NIL has also received negative feedback. Critics of NIL often note that it is inconsistent with the concept of the “student-athlete,” and creates pressure on certain athletes to prioritize money over education, switching their focus from academics to attending a school where the NIL market is booming. NIL can also create imbalances among players, some of whom have a better chance of receiving deals than others.
Although it is rare, high school athletes are also getting into the endorsement game. Bronny James, son of NBA superstar Lebron James, has a NIL valuation of $7.5 million, and has already signed endorsement deals with big-name companies such as Nike and Beats.
To gain the Riverdale student-athlete perspective, 11th grader Luca DiFelice, an aspiring college soccer recruit, was asked for his opinions on the matter and how NIL might impact him. He responded, “to be honest it hasn’t really had a huge effect on me. I am exploring opportunities to play soccer in college and from what I’ve seen and heard from friends who are currently playing in college, NIL isn’t a big deal in college soccer and very few athletes actually have NIL deals. My motivation for playing at the collegiate level is ultimately for the experience itself and not really compensation for my play, although that of course would be great.”
The introduction of Name, Image, and Likeness rights has certainly revolutionized collegiate and, in rare cases, high school sports, allowing amateur athletes to capitalize on their images for the first time. However, only time will tell whether student-athletes will be able to find an appropriate balance between their athletic and academic pursuits.
