NCAA opens up image rights to college athletes in landmark policy shift
Association greenlights interim policy change applying to student athletes in all sports
The NCAA has approved changes to its existing standards to allow college athletes to utilize their name, image, and likeness (NIL) in potential commercial deals for the first time.
Governance bodies in all three NCAA divisions voted to suspend existing NCAA NIL rules for all incoming and current student athletes across all sports.
The amended guidance relates to college athletes, recruits, their families, and member schools within the NCAA.
Under the amended regime, individuals can engage in NIL activities that are consistent with the law of the state where the school is located.
College athletes who attend a school in a state without an NIL law can engage in this type of activity without violating NCAA rules related to name, image, and likeness.
These include accepting endorsements from brands, including those in the sports betting sector, monetizing their social media presence and signing sponsorship deals with operators.
In addition, individuals can use a professional services provider for NIL activities.
However, to check for potentially illegal NIL deals, all student athletes should report NIL activities consistent with state law or school and conference requirements to their school.
Despite opening name, image, and likeness opportunities to student athletes, existing policies across all three divisions aimed at avoiding pay-for-play and improper inducements tied to choosing to attend a particular school remain in effect.
Speaking about the rule relaxation, NCAA president Mark Emmert hailed it as an “important day” for college athletes in being allowed to exploit NIL rights for the first time.
“With the variety of state laws adopted across the country, we will continue to work with Congress to develop a solution that will provide clarity on a national level,” Emmert said.
“The current environment — both legal and legislative — prevents us from providing a more permanent solution and the level of detail student athletes deserve,” he added.
NCAA officials have committed to working with US lawmakers to develop a national law aimed at improving the potential landscape for athletes and their families in dealing with future deals.
The temporary policy will remain in place until federal legislation or new NCAA rules are adopted, however schools and conferences can also adopt their own additional policies in respect of NIL as required.