The NCAA Landmark Vote on Athlete’s Rights to Name, Image and Likeness

While the NCAA’s vote on player likeness was unanimous, the next steps remain unclear (Image)

The NCAA Board of Governors voted unanimously last Tuesday to allow players to “benefit from the use of their name, image and likeness in a manner consistent with the collegiate model,” marking a dramatic shift in NCAA policy regarding financial compensation for student athletes.

The organization has always held rigid limitations on what players can receive financially, including prohibiting them from receiving payment from their academic institutions or from commercial advertisements, promotions, or endorsements.

Tuesday’s decision comes on the heels of a new California law, signed last month, allowing college athletes in the state to hire agents and to financially benefit from endorsements. Following California’s lead, legislators in other states have also shown interest in pursuing similar bills that would put more power in the players’ hands. 

The NCAA sharply disagreed with California’s efforts, stating that it will give the state, or any other state that passes similar legislation, an unfair recruiting advantage. They argue that nationwide policy changes are necessary instead and that these changes should occur within the NCAA, not government bodies. 

This leads us back to the NCAA’s announcement last Tuesday. Was this decision simply an effort to ease pressure from states like California in order to protect the status quo, or does it truly signal that the NCAA is willing to implement substantive changes to compensate student-athletes?  

The answer to this question is uncertain given the ambiguity of the NCAA’s announcement. It is difficult to interpret what exactly the phrase, “in a manner consistent with the collegiate model,” is supposed to mean. Until further steps are taken by each of the NCAA’s three divisions, nothing will actually change as a result of this decision. 

If the NCAA’s announcement does, in fact, turn out to be more than empty rhetoric, it could have massive implications for college athletics, depending on how far the NCAA policies go. 

If the new NCAA policies open up the possibility for endorsements, the most marketable and talented athletes will likely benefit. Many collegiate megastars, especially in football and basketball, possess pro-like following of fans, which will translate well to endorsements. On the other hand, we do not know how this would affect athletes in smaller market sports which do not generate as much revenue or viewership. 

Additionally, allowing players to benefit from their name, image, and likeness could help alleviate poverty among college athletes, which, according to the 2013 report “The Price of Poverty in Big Time College Sports,” is alarmingly high. 

Although its effects remain to be seen, the NCAA’s announcement is at least a step in the right direction. Given the immense pressure faced by the NCAA in recent years, it is time that they address this issue. 

Of course, there is still considerable debate on the extent of the benefits student-athletes should receive, but most would agree that some type of action needs to be taken in order to better reflect the interests of the athletes and to restore confidence in the NCAA. The NCAA’s decision is certainly a good start.