By Charlie Smith, Lucy Little, and Shayna Oppen.

BLOOMINGTON, Ind. (November 5, 2024)- Landon Gilmore was just 6 years old when he was first branded with the nickname “Happy”. The name has since stuck, making his NIL (Name, Image, and Likeness) grow exponentially. 

Ever since Gilmore won the long drive competition, In which he was originally called “Happy”, he has been popular in the golf scene not just for his name but for his ability to play. On June 23, 2023 things truly changed, as Gilmore announced his commitment to Ball State University to play Golf In a Twitter post. The Twitter post went viral after Adam Sandler (The actor who created the character of Happy Gilmore for the Film.) commented on the commitment.

“Go get ’em Happy. Pulling for you.” Sandler said in the post. 

After the post went viral Ball State gained a lot more attention. 

“Between him and I, I want to say that we gained 23 million eyes on Ball State that haven’t been there before.” Gilmore said about himself and Sandler.

Since this, it has raised the question of how much do schools benefit from students like Gilmore? Dr. Galen Clavio, Director of the National Sports Journalism Center at IU, addressed students’ questions at a press conference about NIL. One student asked about schools choosing players based on popularity instead of skill.

 “This has been a question since the beginning of this, I’ve yet to see it happen… the coaches that control those teams want to win, and they have a limited amount of resources and whatever small positive effect you might have from a popular high school player  is just a drop in the bucket, compared to the effects of having a winning team.” Clavio said.

A lot of people have feared the possibility of favoritism when it comes to sports recruiting for college teams, creating some controversy with NIL. With that, people have also questioned whether or not it would start to affect high school students who are trying to get more attention. Some are wondering if it is going to create greater pressures and struggles for these students trying to get recruited. 

“There are two different aspects of NIL that we have to keep in mind. There’s the NIL that just comes from being a good athlete and ultimately the idea that you have intrinsic market value at the college level as an athlete in whatever sport and that value is not equal just because you happen to be an athlete… Now the other part of NIL is the athletes who are really good at media. Who understands how to utilize media, bring in a social media audience, if they are also good at their sport that’s awesome but for a lot of businesses that would like to contract with an athlete from an NIL perspective the question would be: what market do you bring to the table… So yes, if you are a high school athlete who is trying to gain a media presence that will carry over into college, then yes that can be an added pressure.” Clavio said in correspondence to being asked about the added pressure of NIL on high school athletes.

Ball State had already accepted Happy before he went viral, he was recruited for his skill. The Fame he brought to the school was just an added bonus for Ball State. 

With his NIL, Gilmore rarely has to buy his own equipment anymore because of equipment deals he has accepted, but NIL isn’t as simple as a lot of people seem to think. 

“It adds a lot of business into my life. A lot of people think that it’s really simple, but it’s quite complex because there are a lot of laws, and there are a lot of things that you have to do. But as far as it affects me financially, NIL definitely helps. I don’t have to worry about paying for equipment because I am lucky enough to have a few equipment deals.” Gilmore said when questioned about how NIL affects him personally. 

Popularity is a huge factor when it comes to NIL as well, especially if you participate in a sport other than Basketball and Football. This is relevant because the only two sports that generate significant revenue for the NCAA are Men’s Basketball and Football. Which causes a lot of the student athletes to have a hard time getting NIL money unless they are very popular.

 “Obviously in a sense I want it to be fair, But I don’t think that being fair would be fair… At the end of the day it is like a business right, and so if and so I feel like if everyone on the basketball team is getting paid the same amount, it’s not fair for the guy who is doing all the media stuff because he is the most popular. Or the guy who is head and shoulders better than everybody. Obviously those people should get more, and with our golf team, you’re never gonna see a billboard in Muncie of our golf team. It’s gonna be the Basketball team.” Gilmore said when asked if all athletes should be paid the same amount, or based on popularity and skill.

According to Sports Business journal, Social media equates to about 72% of all NIL activities. The three main categories being: Social media Influencers, Personal Brand, and selling content directly to fans. This is because if student athletes didn’t utilize social media platforms to boost their popularity all the money would go straight to the main Money makers: Men’s Basketball and Football. So to be “used” more they must have an outside presence besides just relying on their sport.

“I don’t feel like anyone can complain about making less when at the end of the day we are being used less.” Gilmore said adding on about the NIL pay system in college athletics.

Bloomington residents comment on why the believe college athletes should be paid. They go into detail about all of the pros and cons of how NIL pay currently works.

 Jason Ghandi, Assistant Director of Strategic Initiatives at IU, gives his insight into how NIL can be based on popularity.

“athletes are picked based on social media following for certain deals, unless the company is asking for a specific player.” Gandhi said.

Most of the athletes that are getting the mainstream deals, such as Powerade for example, are getting those deals based on how much reach they have on social media and sometimes that player isn’t always the most skilled on the team. A lot of times a company already has a player in mind. 

“it’s sort of like natural selection on how athletes are picked.” Gandhi said. 

Players aren’t necessarily competing against one another but they do have to sort of fight to get their name out there more than their teammates. It’s obvious the amount of money athletes get is going to be based on the popularity of their sport and IU for example “men’s and women’s basketball and football will always get the higher dollar value than a smaller sport like golf”, Gandhi said. But that then poses the question of do smaller sports like golf get any money? Gandhi was asked if all sports on campuses are reached by NIL deals. 

 “It’s common for at least one athlete from each sport to have a NIL deal of some form at most schools.” Gandhi said. 

So, although most sports are going to be reached with deals it’s obvious that the more popular sports are going to be getting the most attention from brand deals making it seem like a game of popularity. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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By Meara Doran and Jane Negus

Bloomington, Indiana (Oct. 7, 2024)

The NIL was introduced with the intent of NCAA student-athletes earning deals from their name, image, and likeness. The initial purpose of the NIL was for all athletes to benefit from endorsement opportunities, yet these seem unfair. Many high-profile players in sports such as football and basketball are securing lucrative deals unreachable to those not well known. Athletes in sports that don’t attract as much publicity often struggle to inherit the same type of support and endorsements. This disparity has sparked questions about whether the NIL is a fair system. The goal of the NIL is for college athletes to profit, but many people question whether this is a fair market for all college sports. Are smaller sports being overshadowed by large-market athletes and sports?

There are varying opinions about NIL in the college space, and many people have differing thoughts and opinions about NIL collectives. As the NIL is newly established, there is still a lot of unknown. From recruitment dynamics to the financial benefits for athletes, the effects of NIL policies are becoming increasingly evident. Dr. Eric M Smedley, Co-Director of the IU Marching Hundred and Athletic Bands, had some insight into this issue. The introduction of NIL rights has brought new challenges to maintaining fairness in college sports, particularly in recruiting. Dr. Smedley explained, “Schools that had successful “brands” had a leg up right away. Schools in larger cities, where more businesses are to offer NIL deals to help sell their products, automatically have an advantage. Schools in smaller markets are disadvantaged. West Coast schools are at a disadvantage because their teams play late games on Saturday to stand out – but a lot of this happens after East Coast people are in bed.” This inconsistency has resulted in notable differences in the opportunities accessible to athletes based on their school’s geographic location and market position. Dr. Smedley also talked about the differences in NIL deals between those in popular sports and sports that don’t get much publicity. He explained that “The NIL collectives that have risen, parallel to large universities, help athletes secure NIL deals; however, the focus is on the big profile sports. These collectives work closely with athletic departments, who want more revenue. The more popular sports will win out in that equation.” For athletes not in the limelight, creating a personal brand robust enough to secure NIL deals can be a challenging endeavor, especially without backing from institutions.

There is also a conversation that suggests college athletes should be receiving compensation beyond NIL deals. Many questions come up surrounding this issue, including: How should that compensation be structured to ensure fairness across both high-revenue sports like football and basketball and lower-profile sports? Dr. Smedley answered this question with confidence, stating. “This is coming. The NCAA lawsuit settlement from over the summer dictates that universities can pay up to 20 million a year – but there is language in there that specifies that the money has to be shared equitably with the other non-revenue sports.” As college athletics evolves, the balance of fairness, opportunity, and financial equity will stay vital to conversations.

 

 

 

 

 

 

 

 

 

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By: Annabelle Purkey, Grace Hunteman, Aaris Moore, and Macy Bair

BLOOMINGTON, Ind. (Nov 5, 2024)

A few months ago, Purdue University swimmers Brody Friend and Sam White were finishing up practice when their coach called the team to the side. Their eyes panned back and forth around the room, looks of confusion on everyone’s faces. Although they were unsure of what would be said, they didn’t have any reason to be alarmed. This soon changed. The swimmers were told that because of newly instated laws regarding NIL, the team could only suffice for a roster of thirty next season. Friend and White knew their college athletic career was on the line. 

On the contrary, Indiana University Red Stepper Jaylyn Hogan has seen many positives of the NIL ruling. Although she herself cannot acquire NIL deals because of university rules, many of her peers have done so and found it to be valuable to their athletic career. 

College athletes across the nation are experiencing the game-changing impacts of Name, Image, and Likeness (NIL) deals in starkly different ways. While some star players rake in lucrative endorsements and expand their personal brands, others struggle to find similar opportunities, widening the financial gap and creating new pressures. This shift is transforming college sports, raising questions about fairness, financial management, and the potential for NIL to either empower athletes or deepen divides among teammates and programs.

NIL stands for Name, Image, and Likeness and refers to the rights college athletes now have to profit from their personal brand. In a landmark 2021 decision, the NCAA suspended previous restrictions on athletes earning money from their NIL. This ruling allowed college athletes to accept endorsement deals, sponsorships, and other revenue opportunities, such as social media partnerships, merchandise sales, and personal appearances. The decision marked a major shift in college athletics, granting athletes like Friend and White new financial freedoms while also introducing new complexities within the teams. 

For college athletes like friends of Red Stepper Jaylyn Hogan, NIL has been transformative, opening doors to revenue and opportunities that wouldn’t have been possible before. When interviewed about her opinions on NIL and its effect on college athletics, Hogan replied with nothing but positivity. NIL has created a sort of pressure around sports, but nonetheless it is a way for student athletes to gain recognition and compensation for their hard work. 

“I don’t believe there are any negatives to this ruling,” said Hogan. “It highlights their efforts and how much work they put in, in and out of the sport.”

Interviews on the street, asking strangers and students their opinion on the Name Image and Likeness ruling.

 

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Georgia White, Sarah Park, Kyiah Johnston

Bloomington, Ind (November 5, 2024)—3 years ago, partnering with local businesses like Bloomington Bagel Company would have seemed beyond reach for Indiana University swimmer Anna Peplowski. Now, thanks to NIL, she’s doing just that.

Women’s sports have struggled with media attention and financial opportunities compared to their male counterparts, but NIL might bridge these gender inequality gaps.

In 2021, the NCAA included college students in NIL, or Name, Image, and Likeness, allowing college athletes to earn money from endorsements, sponsorships and personal branding. It has transformed college sports, giving athletes financial opportunities while still in school. This is changing how they navigate their athletic and academic careers.

“As an 18-year-old adult, you have the right to control the use of your name, image, and likeness, and to profit from them in any form of media, advertising, or business.” Galen Clavio, Director of the National Sports Journalism Center at Indiana University, states.

 

 

 

 

 

 

From Germantown Hills, Illinois, Anna Peplowski is on track to an impressive swimming career. Her best events at IU are her 500-meter freestyle and 200- meter backstroke. She was one of 25 Indiana representatives to attend the 2021 Olympic trials and then went on to compete in the 2025 Paris Olympics to win the silver medal in the 800-free relay. With these accomplishments, Peplowski is using NIL opportunities to promote her brand and strengthen her image. Before scrolling down on her Instagram page to see pictures of her smiling with friends and highlights of her swimming events, the first thing that catches the eye is the link in her bio. This link is to her NIL store, where she collaborates with IU to sell her custom-designed IU gear.

 

Historically, women athletes have had to work harder to gain visibility. But in the digital age, social media aids in amplifying these athletes’ stories and talents, making it a crucial tool for women athletes to build personal brands and secure endorsements. For athletes like Peplowski, marketing herself through platforms like Instagram has proven to be a necessity in drawing attention to her accomplishments.

Female athletes are emerging as top earners in the NIL space. CNBC reports that women athletes capture a significant share of endorsement deals due to social media’s accessibility and reach. Athletes like Caitlin Clark and Angel Reese have made headlines for their brand deals. NIL is elevating female athletes’ visibility in ways traditional media has never been able to. 

This increased visibility for women’s sports is changing public perception by normalizing the success of female athletes. Furthermore, NIL allows these athletes to financially sustain their careers while still in college. This is particularly important for women athletes who often face fewer professional opportunities post-college than their male counterparts.

https://youtu.be/blvbFRLBnb8?si=o7ZlTfwm1gY9aRTJ

Indiana University students share their thoughts on NIL and its impact on women’s sports.

Yet, challenges remain. While women athletes find success in social media, securing sponsorships is less likely due to lower engagement in their sports. Peplowski highlights that there are unique challenges in securing streaming and revenue opportunities in a sport that doesn’t receive much coverage. Sometimes, she has had to go out of her way to secure NIL instead of them coming to her first. In such cases, social media is crucial for women athletes in order to actively pursue NIL partnerships and maintain a presence in the public eye.

“Since NIL has started, so many opportunities have been presented since there wasn’t a lot of recognition in the past. Media attention is very beneficial,” Peplowski states. “People can see what I’m posting, especially locally. It brings more awareness to the company I’m working with.” 

The impact of NIL on women athletes goes beyond financial gains—it’s about representation and empowerment in sports. By providing female athletes the platforms to share their achievements and stories, NIL is paving the way for a more inclusive sports culture. As Peplowski continues training at Indiana University, she’s serving as a role model in the evolving world of college sports and inspiring the next generation of women athletes. As her heart is set on the next Olympics,  she will continue to leverage NIL to benefit her athletic career.

 

 

FOR IMMEDIATE RELEASE

The Impact of NIL: Redefining College Athletes and The Athletic Landscape

Media Contacts
Ethan Bonheur
Gabe Morrison
Lauren Kuechenberg

  With the NCAA’s 2021 decision allowing college athletes to profit off their name, image, and likeness (NIL), student-athletes nationwide have gained new opportunities and complex choices. No longer bound by NCAA restrictions on athlete compensation, students now weigh financial opportunities alongside traditional factors when choosing colleges. This has made NIL a critical factor in the recruitment process, with schools nationwide—particularly in states like Indiana—without comprehensive NIL laws. For Butler University’s D1 basketball player, Ryder Cate, deciding where to play college ball wasn’t just about finding the right coach or campus culture. The potential for NIL income had become a part of his college equation—a factor unimaginable a few years ago. Emily Bonchik, Chair of the Student Athletic Board at Indiana University, observes this shift firsthand. “High school athletes today are looking for a complete package in their college experience,” she explains. “They’re not only evaluating athletic facilities and academic programs; they’re also considering which schools have robust NIL support systems that can maximize their financial opportunities and brand-building potential.”

  NIL rights have transformed the college recruitment landscape, promoting high school athletes to consider not only where they can play well but also where they can earn well. This shift is particularly significant for athletes like Cate, who have the potential to leverage their talents and social media followings for financial gain. Dr. Galen Clavio, director of the National Sports Journalism Center at Indiana University, notes that NIL has fundamentally changed how athletes approach recruitment. “We are seeing athletes become more strategic in their choices.” He states, “For many, especially those from financially constructed backgrounds, NIL income is not just a bonus; it’s a necessity that can significantly impact their futures.

  In Indiana, the absence of specific NIL legislation until recently has presented challenges for the state’s schools in competing for top talent. While other states, like California and Texas, have enacted laws that promote NIL activities for athletes, Indiana has taken a more cautious approach. However, the Indiana University Athletic NIL Policy, updated in September 2023, provides a comprehensive framework for student-athletes to engage in NIL activities while following NCAA regulations. Bonchik describes IU’s proactive stance in addressing these challenges. “We’ve started initiatives to educate athletes about NIL and help them navigate the process,” she states. ”Understanding contracts and how to build a personal brand are critical skills for our athletes in this new environment. Bonchik highlights that Indiana University has been at the forefront of integrating NIL education into its athletic programs, ensuring that student-athletes are well-informed about their rights and opportunities. “It’s about empowering our athletes to make informed decisions,” she said. “We want them to take full advantage of the resources available to them.”

  The introduction of NIL rights has brought numerous opportunities for athletes, but it also creates challenges. According to an article from ESPN, while NIL has been a bonus for many athletes, concerns remain regarding equity and access. Some schools, particularly those with fewer resources, struggle to provide the same level of support as larger programs. This imbalance can create hurdles in recruitment, as athletes tend to gravitate toward schools with established NIL networks. Dr. Clavio elaborates on this issue: “The disparity in NIL resources can lead to uneven recruitment practices. Schools that can offer robust support systems and connections to local businesses have a significant advantage in attracting top talent.” This financial imbalance not only affects the athletes but also the competitive landscape of college sports, creating a situation where some programs are more likely to attract athletes based on their NIL capabilities.

  In response to these changes, some universities are investing in resources to prepare their athletes for the complexities of NIL. This includes workshops, mentorship programs, and legal assistance for understanding contracts and negotiations. The Indiana University NIL initiative, which enlists law students to help navigate NIL agreements, exemplifies the university’s commitment to supporting its student athletes in this new landscape. Bouchik says, “Our goal is to ensure that athletes are not capitalizing on NIL opportunities but also able to balance these pursuits with their academic and athletic responsibilities.” The initiative has proven beneficial for many athletes, allowing them to focus on their sports and academics while simultaneously exploring their earning potential. Cate, reflecting on his experience at Butler University, states, “Knowing that the university supports us in understanding NIL was a huge factor in my decision. It makes a difference to have resources available to navigate this new terrain.” Cate emphasizes that athletes should not only seek financial gain but also prioritize personal growth and education. 

  As the NCAA continues to refine its approach to NIL and more states develop supportive legislation, the recruitment landscape will continue to evolve. Athletes will increasingly weigh financial opportunities alongside traditional factors such as coaching and academic programs. For Cate and his peers, the message is clear: the future of college sports is not just about playing games; it’s about building brands and securing financial futures. “We’re in a new era of college athletics,” Cate says. “NIL is a game changer, and it’s exciting to see how it will shape the future for athletes like me.” The NIL era represents an opportunity to not only compete at the highest level but also take charge of their financial destiness. As this continues to evolve, the potential for growth and empowerment within college sports has never been better, making it an exciting time for athletes.

We interviewed a variety of IU faculty and students to hear their thoughts on NIL. NIL has played a major role for college athletes for the past few years and now it has become more important than ever making it a popular topic of discussion.

 

References

ESPN. (2023). How NIL has impacted college sports: Balancing opportunities and challenges. ESPN. Retrieved October 2023.

Indiana University. (2023). IU athletic NIL policy: Guidance for student-athletes.

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By: Chelsea Keusch, Maddy Goodman and Ally Patterson

Bloomington, IN (November 5, 2024)

As senior Nick Martinelli looked up to the final scoreboard of the 2022 basketball state championship game, he was filled with joy. He could hear the loud cheers of the crowd and could see the smiling faces of all of his teammates. All of their hard work had finally paid off and they had won the state championship title for their school, Glenbrook South High school. Martinelli had been a leader on the team, both in skill and attitude, and knew this championship would lead to several college offers. In all of the joy and excitement, Martinelli knew he had a lot to think about when it came to collegiate opportunities. He eventually chose to attend Northwestern University in Evanston, Illinois. As he began his college journey, he soon discovered that collegiate athletics were evolving, particularly with the realm of Name, Image, and Likeness (NIL) prospects. “NIL is great for athletes especially those in the Big 10 where fans are very invested in how their team is doing and use social media to check up on the players and stats,” Martinelli said. The implementation of allowing NCAA athletes to accept NIL deals gave athletes like Martinelli the opportunity to make money off of their skills in ways that were unimaginable for earlier generations. As a driven athlete, he viewed this as a chance to develop his own personal brand. However, he was aware that having a strong social media presence was just as important for success in this new arena as having skill on the court. At first, Martinelli was nervous about using social media. Previously all of his attention had always been on his game, and he largely saw Twitter and Instagram as a distraction. However, he chose to work towards NIL deals after talking about the opportunities it could bring to his career with his teammates and coaches. He began sharing behind-the-scenes looks into his life as a student-athlete, as well as highlights from practices and games on social media platforms. As his accounts began to gain traction, he was able to gain multiple opportunities pertaining to NIL.

In the world of college athletics, the idea of Name, Image, and Likeness, also known as NIL, has transformed the lives of many collegiate athletes. In the past they have been limited to scholarships or the very little endorsements that only their school profited from, student-athletes can now control their personal brands through social media. This directly turns their followers into financial opportunities. “Athletes [do] have market value, do have compensatory value, and are able to leverage those rights, those opportunities, as they choose where they are going to go to school or stay in school,” Professor Galen Clavio, Director of the National Sports Journalism Center, said.  In addition to increasing their own marketability, athletes with large fan bases often improve the school’s reputation by presenting it in a fresh way, which frequently attracts more applications overall. For example, “Caitlyn Clark started appearing in State Farm commercials in her Iowa jersey. That was a separate contract signed by the University of Iowa, to try to capitalize off of Caitlyn Clark,’s publicity” Clavio said. Athletes that gain national attention draw more fans to games, boosting earnings from merchandise and ticket sales.

Nevertheless, this change has produced a cutthroat market where skill can be overshadowed by popularity. While some athletes find it difficult to generate traction, others who are adept at social media may land big agreements. As athletes concentrate on developing their brands rather than just the sport, this discrepancy may cause conflict across conferences. Athletes that play at smaller institutions such as sophomore athlete, Molly Tapak, who plays soccer at Southern Illinois University, does not receive NIL offers, and has less of a platform through her school to obtain a substantial following. This can be frustrating as they are putting in the same amount of work as any other college athlete and see few results in the aspect 

of NIL opportunities.”Very few girls on the team receive any sort of NIL deals, and the ones that have obtained sponsorships, have done so through non-soccer related posts,” Tapak said.  While Tapak recognizes the positive possibilities of NIL deals, she feels her school has not been majorly impacted by the implications. Since the school itself doesn’t draw a lot of attention, this leaves hard working  athletes with fewer possibilities to gain national attention, and in turn NIL deals, themselves.

Furthermore, there might be a lot of pressure to keep up an engaging online presence. Athletes frequently find themselves balancing training, academics, and content creation, making it difficult to distinguish between their personal and sports life due to the continual scrutiny they receive from fans and possible sponsors. Cooper Noard, a college men’s basketball player at Cornell University says, “It is difficult to balance waking up at 5 am most days of the week for practice, to then going to class for several hours to come home and somehow find time to hang out with friends all while exhausted physically and mentally.” Although Cooper does not receive NIL money he also says “I think NIL is great for college athletes. I’m a day one supporter of college athletes being able to make money as long as it doesn’t interfere with the integrity of the team and the sport.” 

There is no denying social media’s impact on collegiate athletics in this day and age. Although NIL rights have created opportunities, they have also brought forth complications that have changed the definition of student-athlete status. 

NIL Voxpop 

Students on Indiana University Bloomington’s campus share their thoughts on how NIL has impacted their respective campuses.

By Addie Parker, Lauren Miranda and Goldi Baranovsky

BLOOMINGTON, Ind. (Nov. 5, 2024)     The crowd fills the football stadium weekly, Mia Fox and the Indiana University RedStepper dancers take the field for a performance. An exhilarating moment supporting Hoosiers’ best football program in history. 

Withstanding the pressure from fans to maintain a standard of talent and polished presentation as a dance team, athletes that find social media and apps hold increasing opportunities. In interview, Fox an IU Junior on the team, revealed the developments of the 2021 NCAA v. Alston Supreme Court ruling allowing name, image, and likeness (NIL) benefits for college athletes, has had minimal effects for her and teammates. “They don’t allow our team, even though it is funded by the athletics department, to receive NIL directly,” Fox said, “any NIL type deals that we might get have been from like a private NIL company that has nothing to do with Indiana University.” 

College dancers train regularly to perform technical, entertaining choreography to thousands of people who may not understand the dedication it takes. “Dance teams right now, in just the cultural context, nationwide not really included in athletics departments because of simply closed-mindedness,” Fox explained. While many dance teams are not being recognized and have yet to directly benefit from NIL, college football players face saturated social media competition. Denzel Dorn, Florida International University football player, is also working towards direct gains since the ruling, but highlighted how strategic social media NIL deals are to get. “I’d say, though, that with that saturation, you have to be unique and kind of stand out. So, you need your own way, your own skills to navigate yourself through social media.” Dorn said, adding that he is learning unique posting skills from teammates who post consistently on social media platforms on Instagram and TikTok. The Supreme Court ruled unanimously against the NCAA, deciding its restrictions on education benefits for student-athletes were unfair under antitrust laws. Although Indiana University dancers cannot gain the same benefits with these social media platforms, third party NIL collectives do hold optimism.

Dr. Galen Clavio, director of the National Sports Journalism Center at Indiana University, held an insightful “news conference” about the developments of NIL opportunities, since the 2021 Supreme Court ruling. He discussed that every University could set up direct and indirect NIL collectives while adhering to NCAA regulations and university polices. Fox, highlighted third-party NIL promotional opportunities that she has taken advantage of to collect donations from friends and family. She feels that these private deals, independent of Indiana University, offer minimal benefits for the RedSteppers. Being under the Jacobs School of Music and partially funded by athletics, the dancers do not get recognized as athletes. “The NCAA, dealing with financial control over college athletics, has been desperately trying to fight against external parties, like that, being able to make direct payments to players…” Clavio said. The NCAA can no longer restrict these gains for athletes, however the challenge of stabilizing income through third-party NIL collectives and social media remains unknown for dancers. 

 

As Fox and Dorn navigate managing their time as a student-athlete, they supported avoiding NIL as a distraction. “I get really stressed out, any free time that I have outside of dance, I’m mainly dedicating it to my schoolwork,” Fox said, describing her challenges balancing love for dance and her hobbies. “…so it’s definitely hard, because I’m not given any of the academic opportunities athletes are, like the tutoring sessions that they have and career coaching appointments through the football academic center.” This lack of opportunities makes it difficult for IU RedSteppers to work towards NIL deals because of stress. “It’s the added pressure, obviously, but you just have to manage your time more carefully. And since I haven’t gotten that many NIL opportunities yet, I haven’t let it distract me too much, I’d say, but some teammates do struggle.” Dorn said, not allowing himself to focus more on NIL than working towards being the best teammate. He hopes to keep a consistent, positive attitude as he manages these distractions while also working towards scholarship opportunities. 

These benefits do not come consistently for collegiate dancers and football players, but there appears to be hope for more NIL opportunities. The constant rise of social media and web use is already causing a constant increase in the amount of NIL options available for athletes. “I would strongly recommend that we start teaching about social media branding and the utilization of social media and digital media at the high school level for everybody,” Clavio stated. He emphasizes all the ethical possibilities that NIL collectives can provide athletes, and how it is each athlete’s choice how much effort they want to put into growing their brand. Social media in specific, can completely alter how an athlete is perceived and make or break how quickly their brand grows.  

Though athletes like Fox and Dorn are not currently benefiting much from NIL deals, this could always change in the future with a continued effort to support all athletes’ rights to benefit from their brand. It is important to inform others about the current collectives and social media opportunities regarding NIL, so that athletes can better access resources and greater recognition.  

https://youtu.be/LioWgMscibA

During class, we got the opportunity to interview three students about NIL. All of the interviewees were non-student athletes. The students opinions were around the same consensus. They believe that athletes should be able to profit off of their name, image, and likeness. 

By Kiera O’Reilly, Isabella Trine and Sophia Sessa.

BLOOMINGTON, Ind. (Oct 31, 2024)—Imagine you are just a junior in high school, sitting down at your kitchen table on the phone with a D1 sports coach officially offering you a spot on their team. Continuing your sport means it will become your whole life, but you don’t get anything in return in terms of financial support from your own performance. Not knowing what your future holds, and worrying about how to make money, however yet you put all your time and effort into that sport. Then, flash forward to the 2021 Supreme Court ruling, you will probably have no hesitation in what your next step will be. 

 

In July of 2021, the Supreme Court ruled that NCAA athletes could capitalize and profit off of their name, image, and likeness- also known as NIL. Prior to that ruling, college athletes were not given the opportunity to receive any financial compensation for their own NIL, as it would go against the NCAA’s “amateurism” condition. Now with this opportunity being open for athletes, it’s up to the high school aged athletes to decide where they will attend, as well as the extent they want to push themselves to build their own NIL.  Opening this up for college athletes, it creates room for brands to become sponsorships and give more attention to the athletes leading the athletes to continue getting compensated. 

 

“Everybody in this room has the rights of publicity, you have the right to profit off your name, what you look like, and how your likeness is utilized within any form of media or advertising or business. This is not a case of new rights being granted to college athletes, it is instead the removal of restrictions that were being imposed by college athletic departments upon college athletes.” says Dr. Galen Clavio, a professor at Indiana University Bloomington and director of the National Sports Journalism Center at IU.  Having this opportunity to open up for these collegiate athletes, it’s a much more of a motivation to continue to work on their own NIL and build what they have, while getting the deals and sponsors they are allowed to officially work with. 

“I think the NIL is a great opportunity for collegiate athletes because they earned it but at the same time I hope this opportunity doesn’t ruin the experience of being an athlete.” says Izaiah Steury, cross country and track runner at University of Notre Dame. He suggests how the financial side of athletics shouldn’t be the main reason to work hard, rather than just doing what you’ve always loved. The NIL has had a very positive impact on college athletes, and is benefiting athletes to profit from all the hard work they have put in. Steury continues to go on and say, “I have not received any NIL money due to not putting enough effort into it.” This shows the dedication athletes need to put in from the recruiting process through their college athletic carrier to build their NIL. 

The sponsorship opportunities are just one of the many factors that play into how athletes are choosing where they will attend college, and how the recruiting process has had to adapt to the new landscape of college athletics. “I think it one hundred percent impacts the transfer portal. When you are at a bigger school, you have more offers from more brands.”, says Olivia Gall, current Indiana University student and lacrosse player for Indiana University. With that being said, due to the NIL, it can be harder for smaller and less known universities in comparison for example a Big 10 school even if they are equal at athletics. Brands want to get their products and names out to the public, collabing with well known athletes benefits both parties which is what they want. 

 

When looking at Indiana University and these other well known, big D1 schools have a much higher chance to recruit these top athletes not because of their athletic departments, but as well as the NIL benefits the athletes will gain. 

 

 

Individuals going throughout their day while walking on Kirkwood were interviewed on their point of view on the NIL.

 

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By Cassidy Roche, Alex Gastineau, and Peyton Cripe

BLOOMINGTON, Indiana (Nov. 5, 2024) – Before the NCAA rulings on name, image, and likeness, student-athletes devised creative ways to make money and avoid violations. 

As of 2021, college athletes can profit from their NIL and are given opportunities to earn what they would have made in the past. Historically, these athletes would have been fined if they were found profiting from their NIL. Therefore, they came up with ways to pocket some extra cash in a way that wouldn’t get them in trouble with the NCAA.

Trey Humphrey, the owner of Hoosier A1 Vintage, has been working under the radar with student-athletes by helping them avoid these violations from 2020 to 2021. However, it wasn’t easy and came with many challenges. “Obviously dealing with athletes before that time as a business was… completely different because you couldn’t have them promote your business,” Humphrey said. Colleges would flag an athlete for attempting to use their likeness if they made any sort of wage. This led to Hoosier A1 Vintage receiving cease and desist orders from IU for having athletes show up to advertise the business and appear in promotional material.

Humphrey also aims to help athletes start their small businesses. By partnering with these clothing businesses owned by IU athletes, he could create pop-ups as a way to sell their clothing in collaboration with his store. This way the athletes could make their own money at the Hoosier A1 Vintage pop-ups which doesn’t require using their likeness. From the NCAA’s point of view, it isn’t clear if the athlete is getting paid out or making money in some other way.  “[It’s about] focusing on personal relationships, not putting money in their pockets,” Humphrey said when asked about how workflow has changed since the NIL ruling. He now, more than ever, values his relationships with the athletes instead of the monetary aspect.

Although NIL has come a long way, collegiate athletes have gotten into a lot more trouble for showing up in promotional material in the past. Turner More is an IU student and social media marketer for Red Cup News. He recalls when the head basketball coach at Syracuse, Jim Boeheim, had wins stripped away because a couple of his players were paid to coach an amateur basketball league. “I remember growing up a Syracuse fan. This was impactful to me because it seemed like these athletes weren’t doing much wrong and were doing something good for the community,” More said. Volunteering for the game was outside of the player’s media rights, which is why they got in trouble for it. These media rights are a long list of things athletes can and can’t do to promote themselves or earn money based on their NIL. Other athletes saw scandals like this and took precautions in how they made their money. There were a lot of under-the-table deals with families and promises for athletes for when they graduated, More said. Some universities would make promises like these to keep athletes from leaving and players would hold on to these deals in hopes of being able to earn extra money.

Expanding on these under-the-table payments from boosters and the universities themselves, comments from an expert on IU’s campus include more than a negative outlook on athletes not being able to make money pre-NIL. Jeremy Gray is the Senior Associate Athletic Director for Strategic Communications and Director of the Cuban Center. After interviewing him about some ways athletes in college made money before the NIL ruling, he explained that there was a lot of cheating going on. One way universities got around paying their players without repercussions was by having them work camps. Overall, he called the situation before the ruling “fundamentally unfair” for student-athletes. 

When asked his opinion on athletes having to get around the NCAA to make money pre-NIL, he stayed firm in his stance. “It was unfair. Any of you can make money by being an Instagram influencer, but they can’t?” Gray said. Pointing out the fact that any college student can profit off of their own NIL if they aren’t a student-athlete wavers an argument that has been echoed across the nation. Former collegiate athletes have spoken out about how because they didn’t have the opportunity to capitalize on their NIL previously, they are frustrated and want to carry out lawsuits. 

Although this is an ever-changing hot topic in the sports industry, uncovering ways that student-athletes provided for themselves opened up an opportunity to shed light on why NIL ruling is important to the athletes of today. 

 

On Sunday, October 20th strangers on Kirkwood gave their opinions on athletes having to get around NCAA violations before the 2021 NIL ruling. The interviewees explained their stances on how athletes should have gone about making money and  if it was justified. 

 

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