The New NIL Ruling, from a Player Standpoint and Business Standpoint
NIL – name, image and likeness.
The NCAA did not allow athletes to profit from their name or image in the past, and the hierarchy of college sports has dealt harsh punishments when athletes have done so. Now, however, things have changed.
A unanimous Supreme Court ruling against the NCAA is the reason behind this change, giving athletes legal opportunities they have been denied until now.
College athletes across the U.S. can now attach their name to something in return for money or other compensation.
While many people who are against this ruling argue that athletes are already on full-ride scholarships, this is not the case for every athlete. Many must foot the bill for their own education.
Often, programs like football or basketball generate enormous revenue streams. Now, the players can get compensation for how they contribute to their school’s financial gain.
NIL will majorly benefit athletes. NCAA sports, especially DI programs, require an immense amount of commitment and time, basically eliminating an athlete’s chance to earn money during their time in college.
For Liberty, athletes are already taking advantage of this new landmark ruling. Kyle Rode, a player on the Liberty men’s basketball team, is one of the first Flames to participate in this new endeavor.
“I would say it’s been cool in the sense that you get to reach out and connect with business owners, and different people in that respect,” Rode said. “You make connections that after basketball could bear fruit… the NIL is super cool to be a part of, but we all know that’s not the main reason we came here. We came here to win championships. The NIL has been great, don’t get me wrong. Basketball is still the main priority.”
Virginia is currently working on an NIL regulation, which has been proposed by Gov. Ralph Northam. The legislation would prevent NIL deals that promote gambling, drugs, alcohol, weapons and adult entertainment and would apply to all schools in Virginia.
While proponents of this ruling claim it has opened new doors for young college athletes to make the money they deserve, it could, however, create some problems.
In a discussion on the Big Ten Network in 2020, legendary college football coach and current Jacksonville Jaguars coach Urban Meyer showed concern for how it could affect the locker room, especially if one player is making significantly more money than another.
He also mentioned that it could create problems for an athlete’s mental health. Social media creates pressure for a lot of athletes, fostering the need for athletes to have instant success. Meyer suggested that a further financial incentive could overwhelm athletes.
Largely, NIL is a good thing for many athletes, but a few tweaks and regulations may be necessary to ensure the protection of college athletes and the sanctity of the sports they play.
On the business side of things, a lot of companies and organizations are looking to use players for promotions and advertisements. In contracts, players are often required to promote the businesses on social media platforms while some will even be featured in television or radio commercials.
Local sports website A Sea of Red (ASOR) has signed multiple Liberty athletes to deals, allowing the website to use these players’ NIL for merchandise, fan experience and promotions. ASOR headlined Liberty athlete signees Demario Douglas, Kyle Rode and Darius McGhee.
“I think it’s great that student athletes can now monetize their name, image and likeness,” Jon Manson, founder of ASOR, said. “For A Sea of Red, we have always been about supporting the Liberty Flames and its athletes. Sponsoring several players through NIL was a no-brainer for ASOR, and we look forward to continuing to provide ways for Liberty students and fans to interact with Liberty athletes while they are able to profit off their NIL.”
Randle is the sports editor. Gora is the assistant news editor. Follow them on Twitter at @lukerandle02 and @kevgora.