A Comparative Analysis of Name, Image, and Likeness Policies at NCAA Institutions
DOI:
https://doi.org/10.17161/jis.v19i1.23783Keywords:
collegiate athletics, college athletes, sport governance, policy analysisAbstract
In the absence of uniform national standards, National Collegiate Athletic Association (NCAA) member institutions have developed distinct name, image, and likeness (NIL) policies. This study utilized a critical theory lens to examine those policies among athletic departments competing at the Power 4 level. Institutional NIL policies and related documents were collected from publicly available sources and systematically evaluated using a content analysis methodology. This analysis revealed four major themes across institutional NIL policies: (1) use of institutional marks, (2) use of institutional facilities, (3) educational programming, and (4) disclosure requirements. Findings indicate that, while many aspects of NIL policies at Power 4 institutions are isomorphic in nature, notable differences remain in certain components, including the scope of permissible activities and NIL deal reporting mechanisms. These discrepancies raise important questions about why institutions adopt varying NIL policies, how such differences may affect college athletes, and what this indicates about power structures in college sport. Identifying these policy variations is of value to better understand their implications for athletes’ ability to monetize their NIL rights and navigate a complex policy environment.
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