Market-Ability: The History and Impact of Name, Image, and Likeness legislation of Intercollegiate Athletics
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Date
2021
Authors
Van Horne, Quinn
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
Name, Image, and Likeness (NIL) is the largest impending change coming to intercollegiate athletics. As the history of college sports has shown, the NCAA has long acted as the regulatory body that governs changes within the sport, but they do not allow student-athletes to earn revenues from their time in college. As the NCAA and its member institutions have raked in billions of dollars in revenue from these games, a former NCAA player, Ed O’Bannon sued the organization to allow athletes to earn revenues from endorsement and sponsorship deals. O’Bannon won the lawsuit in 2014 and the NCAA and federal law began to be written to account for this new decree. Currently, there are only state laws and proposed federal bills for Name, Image, and Likeness, but no national standard approved by the NCAA has passed. Through my qualitative content analysis, I identify five key factors of 1. NIL education for athletes, 2. clear definitions of rules, 3. Communication channels with athletes, 4. The use of advisory boards and NIL staff, and 5. Equity protections for non-revenue sports. Through these factors, we can see some of the core tenants of NIL and speculate for what paths the future of intercollegiate athletics could take in the coming years.
Description
88 pages
Keywords
College Sports, NCAA, Name, Image, and Likeness, Qualitative Content Analysis, History