The Evolving Role of Sports Administrators with the NIL in College Sports

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NIL in College Sports: The New Playbook for Sports Administrators

Athlete being interviewed after sporting event
November 21, 2024

The legal right referred to as name, image and likeness (NIL) is a hot topic in college sports. NIL refers to an individual’s right to control and profit from how their image and name are used. In 2021, the United States Supreme Court ruled that bans on student-athlete compensation were illegal, opening the door for student-athletes to profit from paid endorsements and other opportunities involving their name or likeness.1

Since that ruling, NIL has impacted college sports significantly, sparking opportunities as well as controversy. 

What is NIL in College Sports? 

NIL allows college athletes to make money while building their personal brand. Student-athletes are compensated through opportunities involving their name, image or likeness. Some examples of ways student-athletes can profit from NIL include: 

  • Autographs
  • Podcasting or blogging
  • Brand ambassadorships
  • Speaking engagements

These opportunities can be highly lucrative. For example, former University of Iowa basketball star Caitlin Clark earned an estimated $3.1 million through NIL deals during her college career, making her one of the nation’s highest paid student-athletes. She likely carried many of those deals with her when she graduated and started her career in the WNBA.2

While not all student-athletes can make the kind of money Clark did, it’s still important that schools and college sports organizations create guidelines around NIL that benefit and protect students and universities.  

After the Supreme Court ruling, the NCAA instituted an interim NIL policy in 2021. The NCAA policy includes three parts outlining NIL rules. The National Collegiate Scouting Association (NCSA) summarized them as:3

  1. Athletes can engage in NIL activities if they follow their state’s laws where their school is located. Schools must ensure these activities comply with state law.
  2. Athletes in states without NIL laws can still participate in NIL activities without breaking NCAA rules.
  3. Athletes are allowed to seek professional service providers for their NIL activities. 

In addition to these guidelines, many states have adopted legislation to support student-athlete compensation through NIL, mandating that if students decide to earn money through NIL, their eligibility for athletics will not be impacted. They can financially benefit from brand deals, grow their personal brands and establish business ventures alongside their athletic endeavors without jeopardizing their standing at universities. Federal legislation has been proposed as well.  

While so much is still unknown about the future of NIL rules and legislation, some institutions, like Ohio University, have launched platforms that support student-athletes pursuing NIL opportunities. OHIO works with INFLCR to provide the Ohio NIL Exchange where those looking to partner with student-athletes can search a database and connect with interested students.

 "It is prudent that institutions provide the necessary resources for their student-athletes to be successful, and that is exactly what OHIO is choosing to do with their Ohio NIL Exchange," said INFLCR Founder Jim Cavale.4

Providing organized support to student-athletes could ensure positive outcomes from NIL in college sports. 

Further Your Career in Sports Administration

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The Impact of NIL on College Sports 

How has NIL changed college sports? Before 2021, student-athletes could not earn money through brand deals and sponsorships. NIL gives students greater control over their financial and professional futures, even as they put considerable time into advancing their athletic and educational careers.  

Benefits to student-athletes include: 

  •  Financial freedom and opportunity
  • Community engagement
  • Career development
  • Personal brand growth 

There are concerns as NIL impacts college sports, though. Recruiting could be affected if student-athletes are pursued for their earning potential or popularity instead of by their athletic and academic abilities. It is also possible that student-athletes may expect a certain amount for their athletic efforts. For example, University of Nevada quarterback Matthew Sluka is sitting out the remainder of the 2024 season due to disputes over his NIL earnings.5

In addition, it is possible that NIL deals could affect team dynamics if some student-athletes have significantly higher earnings than others. This could impact unity as high-profile players might overshadow team achievements.  

Guidance, rules and organized opportunities like those put in place by Ohio University can help with the negative side effects of NIL in college sports. It’s vital that college sports leaders understand the current landscape of NIL and how college sports may change in the coming years due to its impact.  

The Role of Administration in NIL 

Sports leaders are working out where they fit into the picture in terms of NIL, but it’s already clear that they can provide student-athletes so much when they’re informed and ready to assist with NIL issues. Some ways they can impact student-athletes and help them navigate NIL include:  

  • Compliance: Administrators can guide student-athletes in ensuring their business endeavors meet NIL rules and regulations.
  • Mentorship: Student-athletes can rely on administrators to provide education and resources about business dealings and advise when necessary.
  • Athletic Experience: Even when students make money through NIL, it is up to college sports administrators to ensure that their athletic experience at a university is the priority so college sports teams remain a place they can learn and grow.
  • Ethical Guidance: Administrators can be the first line of defense against unethical practices, protecting students and institutions from harm, spotting ethical issues in sports and ensuring teams treat all student-athletes fairly and with respect.  

It is imperative that sports administrators emerge as effective leaders and understand the legal and business landscape of college sports to protect their institutions and their student-athletes. That starts with a solid education rooted in the issues affecting today’s sports administrators.  

Support Athletes in an Administration Role 

When pursuing a career as an administrator, an Online Master of Sports Administration degree can help you make a difference. In Ohio University’s online program, you’ll gain the critical sports business knowledge and the soft skills you'll need to advance your career and help college athletes navigate NIL and other opportunities.  

Ohio University has a long tradition of offering online programs specifically designed for the modality and created for working professionals. In our online program, you’ll benefit from part-time scheduling and asynchronous courses while developing a firm mastery of concepts important to sports leadership, including law, analytics, business and strategy.  

Related Resources

Sources

  1. “The Supreme Court Sides NCAA In a Narrow Ruling.” NPR. Published June 21, 2021. Retrieved October 4, 2024, from https://www.npr.org/2021/06/21/1000310043/the-supreme-court-sides-with-ncaa-athletes-in-a-narrow-ruling (opens in a new window).  
  2. “Caitlin Clark’s NIL deals, explained: How much money Iowa star makes from Nike, other sponsors in 2024.” The Sporting News. Published March 30, 2024. Retrieved October 3, 2024, from https://www.sportingnews.com/us/ncaa-basketball/news/caitlin-clark-nil-deals-money-iowa-nike-sponsors-2024/e58534cadc3b2960663a36cb (opens in a new window).
  3. “Name, Image, Likeness.” NCSA College Recruiting. Retrieved October 3, 2024, from https://www.ncsasports.org/name-image-likeness (opens in a new window).
  4. “Ohio Athletics Unveils the Ohio NIL Exchange to Public.” Ohiobobcats.com. Retrieved October 3, 2024, from https://ohiobobcats.com/news/2022/5/24/general-ohio-athletics-unveils-the-ohio-nil-exchange-to-public.aspx (opens in a new window).  
  5. “After undefeated start, UNLV quarterback announces sudden decision to quit team due to dispute over off-field commitments.” CNN Sports. Published September 25, 2024. Retrieved October 9, 2024, from https://www.cnn.com/2024/09/25/sport/unlv-quarterback-quits-nil-dispute-spt-intl/index.html (opens in a new window).  

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