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 Allie Davis, Kadie O’Bannon, Gracie Paul

BLOOMINGTON, Ind. (Nov. 5, 2024) — 

Brothers Jake and Dillon Thieneman have been playing football for as long as they can remember. Little did they know that their passion for the game could turn into a revenue-earning career.

This revenue is known as something called NIL, or name, image and likeness.

Jake Thieneman is a former Purdue safety and 2018 graduate, while Dillon Thieneman is a current sophomore safety at Purdue. Jake Thieneman began his journey at Purdue as a walk-on in 2014, and by his fifth year, he had climbed his way to team captain and starter. Dillon Thieneman had a different experience; he graduated high school after his first trimester senior year to begin playing for Purdue in the spring semester. Dillon Thieneman quickly earned his starting position as a true freshman safety. During his first year, Dillon Thieneman was named Third-team All-American, Big Ten Freshman of the Year, and Second-team All-Big Ten.

NIL has been a recurring topic over the past decade. One pivotal event reshaped the discussion: the House v. NCAA settlement. Filed in 2020, this lawsuit was brought by former Arizona State swimmer Grant House and former TCU and Oregon basketball player Sedona Prince, who sued the NCAA for its past ban on athletes getting compensated for their name, image and likeness before 2021. They argued that the ban violated Section 1 of the Sherman Act by restricting athletes’ ability to receive fair earnings. As of May 2024, the NCAA is facing a $2.78 billion settlement, potentially allowing Division I athletes to receive back pay for missed NIL opportunities and aiming to establish a more equitable system for current and future athletes. 

The NCAA is expected to grant $1.2 billion, with Power Five Conference schools covering 24% of future withheld revenues. Over the next decade, money will be distributed to athletes who played between 2016 and 2021. If approved, universities would begin payments in July 2025. At the press conference, sports media expert Galen Clavio noted the potential discontent among former players. “A lot of college athletes are going to be arguing that we are in the mid-2000s,” Clavio said, emphasizing that athletes who played before 2016 may question why they aren’t receiving compensation. This sentiment highlights the ongoing uncertainty around the proposal. 

Further insight was given in an interview with the Thieneman brothers. Jake Thieneman had an overall positive perspective on the topic, citing the many opportunities NIL creates for players. Though he’s now a graduate, he wishes he’d had this opportunity when he played and believes past players should be compensated for their contributions to their programs. “I think it was unethical to prevent them from being compensated given the value they were providing to the schools and how much revenue they were generating,” he said.

Dillon Thieneman had a different perspective. While he acknowledged the positive effects of NIL, he also pointed out potential downsides. “Athletes are now able to get paid and receive other benefits from their play on the field and presence they have off the field,” he said. However, he added, “people do want to follow the money, and that leads to more people entering the transfer portal to find money for what they think they are worth.” Dillon Thieneman emphasized the growing divide between schools with established NIL programs and those with smaller budgets, resulting in a recruitment imbalance as top players gravitate toward wealthier schools. He also disagrees with the ruling that past players should receive compensation.

Dillon Thieneman shared his experience with securing an NIL deal, noting that the process can be somewhat stressful but rewarding. “The process can be a little stressful, but I enjoy it — getting to try new things like going to the INDY 500 track and recently doing a meal plan deal to receive frequent meals,” he said.

Jake Thieneman, who helped Dillon Thieneman negotiate his NIL deal, provided additional insight into the process. “For the deals between the player and the collective, the player or a representative for the player negotiates with the collective and comes to an agreement on how much they’ll be compensated annually based on the player’s position, their skill level, and their contribution to the team.”

The Thieneman brothers stand on different sides of the NIL discussion.

The debate over NIL continues to evolve daily. With college sports having a constantly growing media presence, this topic isn’t going away anytime soon. While the future remains uncertain, the opportunities for college athletes are only expanding.

https://youtu.be/yHGH3D6HfC4?feature=shared

Voxpop interviews with three strangers on their opinions of the House v. NCAA settlement

 

By Audrey Lash, Anderson Stuckey, Daisy Desilvia

 

BLOOMINGTON, Ind (Nov. 5, 2024)-It is a brisk fall day, and swimmers are arriving for their morning practice. It is 6:00 am, and the swimmers have their first of two practices. He is in his second year of swimming for IU. Most would be tired and groggy at this time, but Lucas Byrd is not. He has been doing these early morning practices since he was 14. They have a two-hour practice, then 4 hours of class each day, then another practice almost right when he gets out of class. Every single day, he has 4+ hours of practice and 4+ hours of school. This is the definition of a Student athlete.

These moments represent the countless hours NCAA college athletes put into their Student-athlete lives. Just 4 years ago, Byrd would have been putting in the same amount of time he is now, but he wouldn’t have the ability to make any money or do anything. He wouldn’t be able to get a job or make money off his name, image, or likeness. Now, due to NIL, he is allowed to do all of those things. Although despite the time, energy, and effort he puts into being a student-athlete, not all sports are equal.

 

 

Even though Byrd and his teammates put in the same if not more time than other athletes in other sports, the money they receive is not even in the same world as that of an IU basketball player; Byrd said, “You know, a lot of these sports put in just as much work, if not more, than basketball or football, yet they are getting thousands of dollars, and we maybe get enough to pay for a meal or two.” While talking about how and why NIL differs so much between different sports and athletes, Byrd said, “It is really all about your follower count; I am kind of lacking on the follower count; some of my teammates are doing really well with that.” Byrd and his teammates are still trying to navigate NIL and do what is best for them.

Dr.Clavio, a respected figure in sports media and education, is gearing up for another day of shaping the next generation of sports journalists. As he reflects on the changes in the sports journalism landscape, Clavio acknowledges the influence of NIL policies on both athletes and media coverage.

Recently, he delivered an engaging lecture to a C250 class, discussing the complexities of sports reporting in the context of NIL.“The dynamic has shifted dramatically,” he says. Clavio stresses the need for a balanced approach to coverage and emphasizes that NIL is based on how popular a person or sport is, which is not fair. For example, something like women’s volleyball is better than something like football. Clavio advocates for a more nuanced understanding of these issues, urging aspiring journalists to recognize the importance of equitable representation in their reporting, to the point that we must tell the stories of all athletes, regardless of the popularity of their sport.

NIL has reshaped the relationship between athletes, media, and fans, and Dr.Clavio makes this extremely clear. While NIL presents exciting opportunities, it also poses challenges that require thoughtful consideration and ethical reporting practices. In today’s day and age, it’s crucial to recognize and credit all athletes in all sorts of divisions and sports, and this is exactly what Clavio is advocating for and making apparent to people. He believes that elevating underrepresented sports not only enriches the narrative of athletics but also inspires a more diverse audience.

On the other side of Bloomington, Tyler Harris is getting ready to start his day off at Hoosier Connect. He is the Executive Director at Hoosier Connect. He joined the company last year but spent the last four years before that with the athletic department here at IU. He specialized in and dealt with NIL, so he has been very heavily involved with NIL since its very beginning. He has been involved in numerous NIL deals, helped hundreds of athletes, and had to navigate an always-changing process.

Hoosier Connect tries to bring in as many athletes from different sports as it can. Harris said, “Hoosier Connect wants to be able to help and sign on as many people as possible. They have multiple swimmers, divers, and track and field athletes. Now, the support comes in a variety of ways, and it is not always money.” Harris reiterated how Hoosier Connect offers tons of help and assistance other than just money.

 

One of the big things that they can assist with is building student athletes’ brands. Harris says, “Athletes really need to put an emphasis on building their brand. We encourage them to leverage the name on the front of your jersey to help grow the name on the back.” He mentioned multiple instances of IU athletes doing this, including, but not limited to, Sydney Parrish and Miller Kopp.

https://youtu.be/8fwC_ejYVJ4

People on the streets of Kirkwood have many opinions on the effects of NIL. They share their opinions on NIL as a whole and how some athletes deserve (or don’t) to get more NIL.

By Aina Williams, Oliver Swats, Zach Willard

BLOOMINGTON, Ind. (Nov. 5, 2024) – Three years ago, Indiana University athletics changed the lives of many student-athletes, by allowing them to receive NIL, or Name Image and Likeness compensation. This shift not only has brought financial  opportunities to athletes but has also impacted team chemistry and unity. As players start to navigate their personal brands and partnerships, they must balance their aspirations with the all together goals of their teams. 

Name Image and Likeness has become a big uprising in the athletic community. Players are able to earn money, brands, and profit in general, depending on their name, image, and likeness. NIL has opened doors for many opportunities for athletes to earn income for what they do best, playing a sport. 

The faculty advisor for the Hoosier Network and the head of the IU Sports Media Program, Dr. Galen Clavio, spoke about his understanding of NIL. Clavio said that “NIL is another name for publicity” (Clavio), and can be seen as something that is used so athletes can gain revenue depending on how much the public supports or likes them.

Clavio also talks about how there is NlL from being a good athlete and NIL from being good with media (Clavio). Athletes have an inside look on who is receiving NIL, and with that it can create opinions on who is deserving of NIL deals and who is not. 

With NIL becoming more popular, there have been concerns brought up to attention within the aspect of NIL. Depending on the player, some athletes can receive more attention than other athletes leading them to obtain NIL deals. Resentment and jealousy can occur if one is getting NIL deals and you are not. With that, team chemistry and unity can be broken down because players can believe they are equally deserving. 

Concerns have been raised when it comes to the effect NIL can have on athletes and on teams in general. To gain more insight on the topic, I spoke with Indiana University Decathlete Garrett Messer to understand his opinion as someone who receives NIL. Messer said “NIL has affected me because I benefit from it […] I would say it has affected my team in which some company’s only do deals for an entire team. For example, one of my teammates has an electrolyte deal where the company would only work with the entire team, so everyone benefited  from that”(Messer). He explains that there has been mostly positives surrounding the topic of NIL, but when it comes to team chemistry he has seen some negatives within it.

 

 

 

 

 

 

 

 

Messer said “I would say in terms of team chemistry, for Indiana’s track team, the culture was unaffected. We’re a team that despite being one of the largest on campus, NIL hasn’t hit packages from the team yet. When it comes to other sport teams on campus, I would say the ones that receive more NIL are the ones were chemistry could start to hit. […] When you feel that you’re working harder and you’re better than the person next to you but they’re getting more NIL, that can create a rift between teammates”(Messer). Jealousy is a main reason why team chemistry can be negatively affected, and with NIL having an upbringing, more jealousy can occur. All in all NIL creates opportunities for individual athletes, but also can create challenges that could threaten cohesion and unity within a team. 

NIL changes depending on the sports you talk to with the biggest ones being Football and Basketball. We wanted to approach from different angles with Messer being a decathlete and Jaz Boykin. (football player at Indiana University). We wanted to know whether the overall team chemistry and fairness aspect changes from these two different sports.

 

 

 

 

 

 

 

 

Boykin said, “I don’t feel like it affects the chemistry because the people who aren’t getting paid see the people who are getting paid and want to work their way up to be getting paid.” (Boykin). This was interesting because Messer exclaimed that the other teams with more NIL might be affected more. We hear the opposite viewpoint here with Boykin saying what it’s like with football. “We’re all brothers so everybody is happy for their brother that they’re getting paid.” We had also been thinking before this interview that there would be a lot of jealousy in a bigger sport like football when it comes to money. This could also be a result of the football team having a successful year. Players are excited and stoked to see the team and individual players playing well.

We then asked if NIL is fair to all college athletes. Boykin says, “I wouldn’t say they’re technically fair because the bigger the name, the more money you’ll receive.” (Boykin). This is where we’ve seen in the media how sports of smaller viewership complain about the fairness of NIL. Women’s sports have been a big topic of conversation of this divide. Boykin also mentioned that team NIL deals are much more fair because it benefits the whole team. If the players are playing well then everybody on the team will get that team deal.

Once all is said and done, NIL can help with motivation for players that may not get the same opportunities. It’s refreshing hearing good coming from NIL and the positive impact it can have on the team and the players. You could argue that these different teams have overall similar views on NIL. Although it’s not perfect, you can’t look past the fact that there is much good coming from it.

To gain further clarity of the public’s opinion on the topic of NIL, we interviewed some people on the street about their understanding of it.

https://youtu.be/R-7We_zsa6g?si=RKovR9iUKDGDQi8d

Students Interview people on the street about their opinion on NIL.

We wanted a better understanding of the opinions that the people on the outside looking in, had on the affects of NIL. Many people think there are good outcomes to it, but with that there is negatives. After interviewing people on the street and two athletes that receive NIL, we were able to understand the affects of NIL from an outside and inside perspective. The public’s opinion was that is was good and opens opportunities for athletes to get their name out there. Continuing athletes felt the same way, but also saw how there are times jealousy can occur and have negative affects on a team as a whole.

Because of the fact that more athletes are receiving NIL, it is important to understand how many athletes will chase the money and forget to balance the team within it and that can lead to creating problems. My team dove into how one of these problems were team chemistry being affected, and it is important for athletes to know to balance the money and the overall importance of being on a team.

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By Kennedy Gaynor, Charlie McLain, Ava Boyd, and Sofie Yurewicz

BLOOMINGTON—Indiana University football is undefeated and having its best season in program history, and NIL is thriving for hoosier athletes.

It’s Saturday, November 2, 2024. The Indiana Hoosiers are in East Lansing to take on the Michigan State Spartans for the Old Brass Spittoon, but that’s not all the Hoosiers are looking for. IU football has started 8-0 for just the second time in program history and is seeking their first ever 9-0 start—but how did the Hoosiers get here?

A program that’s won just nine games over their previous three seasons is about to win their ninth game of the 2024 season in as many games played. One of the greatest turnarounds in college football history is taking place right here in Bloomington, but what is the key to this sudden success? The answer is Name Image and Likeness (NIL), the recent initiative in college sports that allows college athletes to be paid for their brand. “Name, image, and likeness is another set of words for right of publicity,” says Dr. Galen Clavio; the head of IU’s Sports Media program.

With recent Name, Image, and Likeness (NIL) regulations, Indiana University athletes now have new ways to profit from their personal brands, gaining financial support and career-building opportunities while still in college. Proponents argue that NIL reduces athletes’ financial stress, allowing them to focus more on academics and sports, while critics worry that NIL could shift focus away from team dedication. Mika Millbach, a longtime IU supporter, believes these deals are vital for athletes’ growth both on and off the field, asserting they allow students to reach their full potential without the financial pressures many face.

Brown University’s sophomore quarterback James Murphy shared his insight on the new landscape of NIL. He shared valuable information about the opportunities and challenges athletes at the collegiate level face because of NIL—something he knows very well, having been affected. In an interview with Murphy, he says “NIL has completely changed the landscape of college sports as a whole. Athletes are not only finally getting financially rewarded for their hard work and sacrifice- but it also has played a big role in recruiting more student athletes as well. Schools that can offer more money to the athletes through collectives and brand deals will be more appealing during the recruiting process.”

Mika Millbach, best friend of an IU professor and massive Indiana sports fan, believes that NIL deals are vital for the Indiana football team to reach its full potential. He asserts that these agreements not only offer athletes financial support but also contribute to their overall education by lessening financial stress, allowing them to focus more on academics. “I think the program has had an incredible impact and without this program I think that the students would suffer…” he said. For IU, Millbach argues, NIL could mean attracting more talented athletes and boosting the team’s performance, which would ultimately bring more recognition and funding to the university. Millbach also believes that NIL leads to more educated athletes by the persuasion of the deal. 

Two junior students, Kate and Olivia, admitted they didn’t know much about NIL or its impact on student-athletes but were eager to share their thoughts. “I do not keep up with football much,” Allie noted, “but I have noticed that our team is continuing to succeed and are leading the season 6-0.” This led Olivia to ask Kate if the team’s winning streak might have more to do with coaching than NIL. After a brief discussion, they both concluded that Coach Cignetti’s leadership, rather than NIL deals, is likely the driving force behind the team’s recent success. Their perspective suggests that factors beyond NIL, like strong coaching, could play a larger role in team performance, providing a counterpoint to the idea that NIL alone is shaping athletic outcomes.

Football’s second-string quarterback, Tayven Jackson, shared his insights on how NIL has positively impacted student-athletes, especially those from challenging backgrounds. “A lot of my teammates come from a rough background, and so now that they can make money, they can help their families and their cousins and people that are sick in their families,” Jackson explained. For Jackson, NIL deals go beyond personal gain—they offer student-athletes a chance to support loved ones and make a difference off the field. He also noted the importance of being wise with NIL opportunities, advising fellow athletes to work with agents to secure the right deals and invest earnings responsibly rather than spending recklessly. In the long term, Jackson hopes to see NIL deals that help athletes promote their brands and use these platforms meaningfully, rather than just providing a paycheck. His perspective showcases NIL as a unique opportunity for financial growth, family support, and career preparation, but one that also requires thoughtful management.

As Indiana University’s football team makes history with an unprecedented winning season, the role of Name, Image, and Likeness (NIL) in their success has sparked discussions across the campus and beyond. While some attribute the team’s performance to skilled coaching and strong leadership, others, like quarterback Tayven Jackson and IU supporter Mika Millbach, believe NIL has provided athletes with essential financial support and opportunities to grow both on and off the field. NIL has not only helped players like Jackson support their families but has also created a new pathway for student-athletes to build their futures beyond college sports. As NIL continues to evolve, its impact on programs like IU’s football team highlights a transformative shift in college athletics, one that empowers athletes to succeed academically, athletically, and professionally. Whether through coaching or NIL, the Hoosiers’ extraordinary season is a testament to the power of investing in student-athletes, marking an exciting new era for Indiana University sports.

Tayven Jackson, sophomore quarterback at IU, opens up about his experiences with NIL and its impact on college athletes. In this interview, he offers valuable insights on navigating the new landscape of student-athlete compensation.

In a series of street interviews, people connected to IU share their thoughts on the changing landscape of NIL. Their perspectives highlight how NIL is shaping the future of student-athletes and the university community.

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By Natalia Nelson, Kadence Brock and Sidda Benckart 

BLOOMINGTON, Ind (Nov. 5, 2024)

An oar sliced into the dark, chilly water. The lazy sun had barely begun to peek over the Elizabeth River, glinting off the wake that streamed behind Alexis Durand’s boat.

While the boat and oars are paid for by Old Dominion University, Durand is not. Her racing suit, however, was free— given to her in exchange for an Instagram post. The deal wouldn’t have been possible without a landmark Supreme Court case decided three years ago.

The Supreme Court’s name, image, and likeness ruling has fundamentally changed the college athletics landscape. It permits college athletes to profit from their brand image and accept endorsements, which the NCAA previously disallowed. But does it benefit every athlete equally, or does the popularity of the sport determine who gets the brand deals? 

Galen Clavio, the Director of the National Sports Journalism Center at Indiana University, thought that the marketability of each athlete played a role.

“There’s the NIL that comes from just being a good athlete, and ultimately, the idea that you have an intrinsic market value at the college level as an athlete in whatever sport,” Clavio said. “And that value is not equal.”

He went on to add that a men’s golf team member would generally have significantly less market value than a comparable basketball or football player.

“Simply because of the sheer amount of money through television contracts, ticket sales, and other items that come through basketball and football that don’t come through golf,” Clavio said.

Ball State D1 golfer Landon “Happy” Gilmore agreed that sports with less media coverage may have to work harder to get deals. He was dubbed the nickname by his coach after winning the “Little People’s Golf Championship” at 6 years old.  Despite being in a smaller (less popular) sport, he’s managed to grab several NIL deals for himself after a tweet about his commitment to Ball State went viral. 

It was retweeted by Adam Sandler, the actor who played the titular role of Happy Gilmore in the 90’s golf comedy, and Gilmore gained national attention.

“NIL has benefitted me quite a bit,” Gilmore said. “Being able to get clothing and equipment took a load off my parents financially.” 

He said golf at the collegiate level doesn’t come with the same type of viewership as football or basketball. According to Gilmore, lower viewership sports are at a disadvantage when it comes to NIL, but he said it ultimately came down to marketing. 

“NIL is a person-to-person thing. It more or less depends on how popular you are,” Gilmore said.

Like Gilmore, D1 rower for Old Dominion University Alexis Durand thinks it’s still possible for athletes from smaller sports to get brand deals with extra effort.

“I feel like other sports that aren’t as broadcasted definitely have to work harder for deals and actually have to market themselves,” Durand said. “Whereas the sports that do get broadcasted don’t have to market themselves.”

Durand has an ambassadorship with a rowing apparel company called JL Racing. She said she applied online for the program last summer and was accepted because she posts consistently on social media. Her Instagram profile is followed by over 700 users.

Through the ambassadorship, Durand said she was able to receive free racing suits and discount codes if she posted pictures in the suits to her Instagram. 

“I do know a few people who didn’t get into [the ambassador program] this year because they don’t post as much on their social media,” Durand said. “And you also obviously have to be an active rower or coach.”

She said that a few of the other girls on her team were able to get similar brand deals with smaller clothing companies if they had a social media presence. 

Her experience differs from that of Cooper Jones. He’s an offensive lineman for Indiana University football and doesn’t pay much attention to his social media or actively seek out NIL deals– but he’s still able to profit off of them.

“A lot of the guys on the team had an opportunity to take part in [the brand deal], and it was through Hoosiers for Good,” Jones said. “We just had to do a couple different social media posts, then once we filled those requirements, we got paid.”

He added that the IU football team also received a 3,000 dollar stipend at the end of each semester for staying academically eligible, a reward which didn’t exist before the NIL ruling. Durand, on the other hand, isn’t on scholarship for rowing.

“I think most important is just as long as the people that are getting paid are working really hard, then at least you know that they’re earning what they got,” Jones said. 

It was the eve of Homecoming Weekend, and Indiana University’s campus was teeming with sports fans preparing to watch the big game. We asked a diverse group of strangers if they thought the Name, Image, and Likeness ruling benefited all sports equally.

 

By Sienna Lyst, Skye Murrell and Noah Gross

BLOOMINGTON, Ind. (Nov. 5th, 2024)

On July 1, 2021, the NCAA (National Collegiate Athletic Association) approved the Name Image and Likeness (NIL) policy. This policy would allow college athletes to profit off of their personal Name Image and Likeness. This opened up several opportunities for brand deals and partnerships. This was a long awaited policy, but how is it affecting athletes and coaches now?

It has now been over three years since the NIL ruling was approved. Over the years, several athletes and schools have been affected in many different ways. NIL deals are now a part of the recruitment process for most sports. Even after three years, it is still a hot debate topic within the college athlete community. 

“Not technically, I have a scholarship but that doesn’t really make me a profit,” Purdue Fort Wayne Track and Field athlete Makenna Dommer said when asked if she gets paid to play her sport. This is one of the indirect ways that colleges and universities will pay their athletes to go to their school. According to Dr. Galen Clavio, a professor at Indiana University Bloomington, “The NCAA is desperately trying to enforce rules.” One of these rules being that they can’t “pay-to-play”. This means that schools could not openly come out and pay their student athletes a salary for choosing their specific school and playing for their sports teams. “No, I don’t think so,” Dommer also said when asked if she thinks she should be paid. 

NIL deals are a big reason why a lot of athletes choose their school. “With a school that has a good NIL program you have a lot more opportunities to be able to pay for school,” Dommer said.  This is one of things that changed the most with the NIL ruling. “Only the big mainstream sports are guaranteed full scholarships, like I said I ran track, so I only got books,” Bruce Stephens, a coach at New Haven High School and former Purdue Track and Field Athlete, said. Before NIL deals were legal, most athletes were only getting small scholarships that barely covered any of their schooling. When Stephens was competing at Purdue, he did not have an NIL deal. It wasn’t until his Junior or Senior year that NIL deals started.

NIL deals affect coaches more than some assume. “I don’t think that necessarily, for me as a coach. NIL is something that I will push for them to focus on during the recruitment process,” Stephens said when asked if he has spoken to his athletes about NIL deals, “There are, however, many college student athletes and there’s like less than 0.1% that go pro.” Most coaches of smaller and less followed sports will not push NIL onto their athletes.

“Yes, we had a whole meeting about it at the beginning of the year and it showed us how it was set up, how you can get the store out there, and how people can buy your merch,” Dommer said when asked if she was spoken to about NIL by any of her coaches. This was helpful to her because, as a track athlete, she does not get an automatic NIL deal. “Our basketball team all have automatic NIL deals through the school,” Dommer said. This goes along with what Stephens said about how only big names and mainstream sports get offered NIL deals. “For a guy that goes to a big school, I don’t think it’s hard at all,” Dommer said when asked if she believes it is hard to get an NIL deal.

Most college athletes do not end up getting brand deals or partnerships because they are not a big enough name. “I would highly recommend that we start teaching social media branding at the high school level,” Dr. Galen Clavio, Director of the National Sports Journalism Center at IU, said while speaking to a class on the topic of NIL. This would make it easier for athletes to engage with companies and brands that could be potential partners. This would also give athletes an opportunity to learn more advanced media literacy skills which could help them later in their careers.

Most college athletes and coaches believe that the NIL ruling was a good decision. It allows athletes to pay for their schooling and it allows coaches to fund their sport and athletes.

 

Individuals weigh in on the effects of NIL on IU students. Many different opinions exist across campus.