How college athletes’ name, image and likeness changed the game – Tampa, Florida

Tampa, Florida 2022-06-28 13:02:20 –

College athletes now have the right to make money for sponsorship and have more power over their brand. It reshapes college sports and the economy since then, offering new opportunities for the growth of women’s sports.

July 1st is a year since the NCAA allowed college athletes to make money from names, images and portraits. This is a trio collectively known as NIL.

It has dramatically changed the landscape of college athletes. For many years, college athletes had scholarships, but that was all. NCAA rules prohibit scholarship athletes from making money without jeopardizing their qualifications and scholarships.

But now the situation is as NCAA changes its guidance and athletes are free to sign sponsorship contracts with businesses, offer sports lessons and camps, and raise funds for charitable purposes. Is changing.

It took years of court struggle and law to get here.

One of the most important cases involved Ed O’Bannon, a former basketball player at UCLA. O’Bannon complained a few years after he left when he discovered that the college was still making money by using his images and portraits in video games without paying him.

Michael McCann, a professor at the University of New Hampshire and a legal writer for the Sportico publication, is a sports law expert and co-authored a book on legal struggles with Obanon.

“He and his teammates (most of whom didn’t make money after graduating from college of sports) challenged and won it because their identities were sold in these games. “McCann said.

When legal pressure was applied, the state also joined the fight and put pressure on the NCAA by enacting its own legislation. California passed the first NIL Act in 2019.

By the time Haley Hodson graduated from high school in 2015, she had become one of the country’s top volleyball rookie and was already playing for the US women’s national team. She received a scholarship from Stanford University, but she had many concussion and had to retire. It made her look directly at the limits of her old system, which led to her encouraging California to enforce its NIL law.

“Athletes need more agencies, they need representatives, they need them like financial opportunities, because that’s not what we’re looking at right now,” Hodson said. “I realized I was witnessing on a topic I had been concerned about for a long time, and I never really thought that law could play that role.”

After California, 28 other states followed, passing their own legislation governing NIL. Fifteen of them came into effect on July 1, 2021.

Prior to that date, the Supreme Court ruled against the NCAA’s allegations in a similar case that challenged restrictions on academic interests such as computers and internships. Instead of fighting further, the NCAA soon took a different approach and issued loose guidelines that allowed athletes to have NIL rights.

“It happened much faster than they wanted, so their committee didn’t give clear guidance or words,” said Nancy Ruff, a sports management program at the University of Nevada, Las Vegas. “So it was a bit wild and wild west. You know, I think the exercise manager is really struggling.”

As both athletes and colleges try to navigate the new set of rules, it is possible to remain uncertain about what is allowed and what is not.

Dr. Ketra Armstrong, Director of the Race Center, said: Ethnicity in sports at the University of Michigan. “So that’s becoming a problem for many athletic clubs. If you have a booster that willingly give student athletes a $ 150,000 vehicle, it feels a bit annoying in terms of where the money came from. . “

But even if the NCAA began a school investigation into the potential abuse of the new NIL rules, its impact surprised industry experts.

Athletic clubs and the media often invest most of their money and attention in soccer and men’s basketball, but female athletes are winning more NIL deals than expected.

Until May of this year, women’s basketball was the second largest sport sponsored by athletes, second only to college football, according to data from the NIL platform and marketplace opendorse.

Even today, four of the top six sports in NIL coverage are women’s sports.

“College football is outlier,” said Blake Lawrence, co-founder and CEO of opendorse. “If you remove college football from the dataset, women’s sports student athletes outperform men’s sports student athletes. I think this is an interesting trend to track, as well as women’s sports student athletes. , This is the biggest potential income for female college athletes. “

Athletes can now quickly bring their brand into their hands. If you are at the top of your game or have many followers, you can really make money.

The Wall Street Journal reported that Connecticut University basketball star and 2021 National Player of the Year Page Bookers is on track to win over $ 1 million in NIL transactions annually.

LSU gymnast Olivia Dunne will also win a similar amount. This is due to her successful gymnastics and reaching more than 5 million followers on TikTok and an additional 1.8 million followers on Instagram.

Even if the athlete does not plan to turn professional or become viral, NIL trading can make a big difference.

On average, opendorses allow athletes to spend at least hundreds of dollars a year through activities such as social media postings, autograph sessions, and public appearances, depending on whether they play at the top level or in the lower divisions. It is estimated that it can bring thousands of dollars from.

At the same time, many warned that NIL alone cannot close all of the remaining gender gaps in college sports. It’s been 50 years since Title IX demanded that college provide women with at least as many exercise opportunities as men, but there’s still work to be done.

“There are still gaps in facilities and overall support, especially at the leadership level,” said Dr. Armstrong. “We know that women are still low-paying, so female coaches are still low-paying compared to male coaches, so we still see salary inequality and its nature.”

However, having athletes working to market themselves is expected to increase women’s interest in sports simply by raising awareness of potential new fans.

“They can see the athletes doing something, and they look back and try it for themselves,” Raff said. “They can actually see clips showing how athletes show them ….. it’s very important to see her as a whole. Little kids We, many young people didn’t even think about participating in a particular sport until then. They saw someone doing it and they said, “Maybe I should try it.” It seems that. “

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