Introducing Name, Image and Likeness to CU Boulder
As of July 1 athletes are now able to profit off their name, image and likeness. CU Athletics have taken advantage of these new opportunities.
By Nicolette Edwards and Bennett Kohut
The NCAA’s decision to allow student-athletes to profit off their name, image and likenesses (NIL) on July 1 opens new, lucrative doors for athletes across the country.
In the state of Colorado, the NCAA no longer has the jurisdiction to uphold any rules or limitations that prevent a student-athlete of the institution from earning compensation from the use of the student-athlete’s name, image or likeness. The new Colorado NIL legislation was to originally be implemented on January 1, 2023, but due to other states’ acceptance, Colorado was among the first states, out of 12, to sign the NIL into law on the effective date of July, 1 2021.
For the NCAA, coming to this conclusion was inevitable as legal and political influence to change the law loomed over the association. As July 1 approached, new state legislation advocating for NIL from Alabama to Oregon was scheduled to take effect. The independent actions by the states pushed the board to accept new NIL regulations and discard rules that place preventative monetary measures on student-athletes.
University of Colorado, Boulder athletic director Rick George was one of the 19 members appointed to serve on the NCAA Board of Governors Federal and State Legislation Group in May 2019 when the issue of NIL rights surfaced. With Colorado being one of the first states to pass the law, CU’s athletic department has had internal discussions to develop NIL programs for athletes.
In a Zoom press conference, George said, “For two years we worked extremely hard to put the right parameters in place that would make this really great for all of our student-athletes. The NCAA made the decision that they did and now we’re working on that. I do think it will be important in the long term that we have one set of guidelines that we can follow so we’re all operating at the same level.”
In previous years, CU created programs and initiatives to guide athletes through NIL opportunities. Four years ago George implemented The Scripps Leadership and Career Development Program to, “help student-athletes pursue their passions while leveraging their experiences for individual and professional success.” Two years ago, CU established a partnership with INFLCR, a platform that helps connect athletes and athletic departments allowing them to share media, and stay compliant. Now the services provided will be available to student athletes to help build their brands.
CU’s most recent athlete brand building initiative is “Buffs With a Brand.” In late 2019, Lauren Unrein, the assistant director of the department’s SCRIPPS Leadership and Career Development Program, started the program to help athletes learn the foundations of business and entrepreneurship.
Unrein partnered with Erick Mueller, director of the Deming Center for Entrepreneurship in Colorado’s Leeds School of Business, to develop the program. In fall 2020, 20 athletes enrolled in the program committing two hours each month to learn from Mueller and Jeremy Darlow, a brand consultant, author and former director of marketing for Adidas.
In an interview with Sports Illustrated Unrein and Jill Keegan, Colorado’s senior associate athletic director for compliance, said “We look forward to continuing the program, which will be revamped as Buffs With a Brand 2.0 for the 2021-22 academic year once they have more clarity on the specific NIL framework they have to follow.”
Previous to the NIL rules being implemented into NCAA athletics, bylaw 12.5 banned a student-athlete from participating in intercollegiate athletics if they were to accept “any remuneration for or permits the use of the student-athlete’s name or picture to advertise, recommend or promote directly the sale or use of a commercial product or service of any kind; or receives remuneration for endorsing a commercial product or service through the student-athlete’s use of such product or service.”
Fourteen CU athletes have developed partnerships with Barstool Sports in their new campaign Barstool Athletes. In being a Barstool Athlete comes the support of the Barstool brand and Barstool merchandise. The campaign was created on July 1. Other CU athletes have formed new partnerships with other media organizations such as linebacker Nate Landman signing to DNVR Athlete Network.
As athletes venture into new business opportunities, the guidelines and implementation of NIL varies across the country as each state has their own laws regarding the NIL.
George said, “Every state’s different. I don’t know how it relates to the law in Florida versus Colorado, but I know what we’re allowed to do under the guidelines that were just laid out to us and what our law allows us to do in our state. We will follow that and have the NCAA adopt some policies in this area. Then we will adjust accordingly and I think every institution will have to do that at some point.”
In response to the innovative change in collegiate sports, Tad Boyle, Colorado’s head men’s basketball coach, said, “As long as they’re doing things the right way and we’re above board and we’re transparent, I’m going to support any of our players to make money off their name. If they choose not to, that’s their prerogative to choose to do so. What I’m concerned with is the day to day focus, getting in the weight room, on the basketball floor, before you get to the next day. That’s what my concern is, that will always be my concern.”
One thing I would never allow NIL to come between is my my love for name on the front of my jersey and all the coloradans i rep every time i put those colors on. considering that, I am happy that NIL is finally passed so that my friends and I can explore opportunities. 🖤💛. sko
— Evan Battey (@EBduece1) July 2, 2021
There are unforeseen challenges and parameters with NIL, but George looks forward to its potential.
“I’m excited for our student-athletes and I’m excited for student-athletes around the country to be able to monetize their name, image and likeness, just like the students on our campus. And I think it’s a natural progression that we should all be excited about,” George said.
Much too wordy! If you want people to read this, tighten it up, hit the important part only with some interviews… Well written but much much too long. People will read first two paragraphs and quit