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ARTICLE · 14 APRIL 2022

What's In Store For Name, Image And Likeness Use

Davis+Gilbert LLP
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The fundamental relationship between colleges and student-athletes has, and is continuing to undergo, a rapid and transformational change.

United StatesMedia, Telecoms, IT, Entertainment
James Johnston
James Johnston
Andrew Richman
Andrew Richman
Jordan Thompson
Jordan Thompson
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The fundamental relationship between colleges and student-athletes has, and is continuing to undergo, a rapid and transformational change. As of July 1, 2021 student-athletes are able to contract and profit from the use of their name, image and likeness without risking their NCAA athletic eligibility. The changes will impact not only the sports themselves, but also the sports media and marketing landscapes. 

Below are answers to some frequently asked questions about the risks and opportunities that these changes present for those involved in sports media and marketing.

  1. When can sponsors start entering agreements with college athletes?
    Now, in many states. Marketers could consider July 1, 2021 opening day. Beginning July 1st, name, image and likeness (NIL) laws in Alabama, Florida, Georgia, Mississippi and New Mexico took effect; meaning college athletes attending schools in these states can start entertaining brand endorsement deals without the concern that

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