Sports Image Rights and College Athletes

By Vasilia Polycarpou, APC Sports Consulting, Nicosia, Cyprus

The introduction of Name, Image, and Likeness (NIL) rights in college sports in the United States, has led to a great shift in terms of monetization opportunities for college athletes, who are now encouraged to build and capitalize on their personal brands: focusing on their sports, academical and personal achievements.

Specifically, NIL refers to the ways through which college athletes can receive financial compensation, by taking advantage of their name, image and likeness, commercially, through endorsements, sponsorships and social media promotions.

Before July 2021, college students were not allowed to profit from using their own name, image and likeness, beyond scholarships and basic expenses, due to the strict amateurism criterion set by the NCAA (National Collegiate Athletic Association).

This suspension, therefore, in NIL rules has meant that student athletes can now utilize their NIL rights in ways that can provide them with generous income streams, diversifying their earnings and making money in unconventional ways, especially through social media platforms.

A good example of this is Spencer Rattler, former quarterback of the University of Oklahoma. His strong social media presence and fans, in addition to his football skills, has secured him great endorsement deals with various companies, earning him money through social media promotions and appearances.

In order to take full advantage of the opportunities that NIL rights provide, it is necessary to understand some core concepts.

These include eligibility, since there may be certain restrictions regarding your sport, division or institution. Therefore, it would be advisable to investigate these restrictions with your school’s compliance officer. And also ensure that you stay informed and up to date with any policy changes.

It is also helpful to look into the different types of NIL that are out there. These commonly include, but are not limited to:

• sponsorships;
• endorsements;
• merchandise sales;
• autograph signings; and
• social media promotions.

Putting in time and effort is key in boosting fan engagement on social media platforms, making sure that you not only promote your sports achievements online, but also aspects of your personality, that you wish to share with the world, in a way that fans can relate and look up to you.

These opportunities, however, are closely tied with protecting the brand that you have built. Specifically, you should seek legal advice when negotiating contracts and always act responsibly, keeping in mind that your decisions will not only reflect upon yourself, but also your sport and your school’s reputation.

It is also important that you disclose all agreements to your college institutions to ensure that you are fully compliant with NCAA and State rules, to avoid any wrong doings that could otherwise cost you significantly.

It is also essential that you are fully aware of potential tax implications on NIL income, based on State laws, which may differ, and that requires expert guidance.

Finally, maintaining a balance between academics and sports, can, of course, be quite challenging and overwhelming. However, being a college athlete means that academic responsibilities should always be your top priority, whilst you are also pursuing NIL opportunities.

All in all, whilst the NIL landscape is constantly evolving and providing a plethora of monetization opportunities to student athletes, it also requires careful navigation of the rules and regulations, as well as an approach which is characterized by integrity and transparency.

For further information and advice, logo onto ‘www.sportsimagerightsexpert.com’