By: Reed Blaszczyk
College sports are continuously growing and changing daily. Name, Image, and Likeness deals help student athletes get their name into public spaces as well as give them compensation.
NIL deals have changed the game for athletes because they can receive money and benefits in exchange for promoting a company’s products. Athletes also receive publicity from a company to help them grow their own image. Companies may use an athlete’s image in commercials and advertisements.
Athletes mostly use social media to give reviews promote and recommend certain products for a company in exchange for compensation such as discount on products, free products, a percentage of sales, or a set fee.
To earn NIL deals, athletes must investigate their own state’s rules. Each state has its own NIL regulations, so athletes must check those regulations before they begin. Engaging in NIL without consideration of the state’s or university’s rules could jeopardize their eligibility to play.
“It’s helped me be a better student athlete by teaching me how to use my athletic abilities as well as my academic skills to make money or receive free products,” Bellarmine track athlete Taylor White said.
NIL deals also help promote businesses by reaching a targeted group of people. Athletes receive products and promote them on social media, sharing the products with their followers. This was all prohibited until 2021 because the NCAA opposed NIL and banned athletes from making money off their name, image, or likeness. For example, athletes who were also musicians could not sell their original song on iTunes.
Increased brand exposure is most important in NIL deals because of potential financial returns. A company is providing athletes with products or using their image or name to gain exposure and help them grow the business.
“NIL has also helped businesses along the way because they have us athletes promoting their products in a way that will reach their target audience,” White said.
These deals also help student athletes grow their personal social media accounts, which in return, allows them to set more NIL deals.
“As a student athlete, it helps with the growth of my social media presence, and it allows me to make money since volleyball has always been my full-time job,” Bellarmine volleyball player Anna Lococo said.
NIL deals help athletes get exposure to potential future opportunities as well. Athletes can use their image and social media presence to help land job opportunities or more NIL deals.
“I think it’s given the opportunities to raise their own brand. To use their imagine and likeness to hopefully provide them opportunities to explore possible employment down the road because now companies can use that to represent their organization and build those connections,” Associate Athletic Director for Compliance Annie Coryell said.
Bellarmine athletes’ NIL deals have been mostly based in social media. Athletes are given a product and promote the brand on their personal social media account to gain attention for the brand and to target a specific audience.
“I would say overall NIL has been a blessing for student athletes and a great way to make money but in return help the business grow in clientele so it’s a win-win for both. NIL benefits both the athlete and company by giving compensation in exchange for the use of your image to promote a certain product,” Lococo said.
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