{"id":59473,"date":"2021-09-25T03:37:37","date_gmt":"2021-09-25T07:37:37","guid":{"rendered":"https:\/\/world.edu\/?p=59473"},"modified":"2021-09-25T03:37:37","modified_gmt":"2021-09-25T07:37:37","slug":"colleges-must-choose-whether-to-let-athletes-wear-school-gear-for-paid-promotions","status":"publish","type":"post","link":"https:\/\/world.edu\/colleges-must-choose-whether-to-let-athletes-wear-school-gear-for-paid-promotions\/","title":{"rendered":"Colleges must choose whether to let athletes wear school gear for paid promotions"},"content":{"rendered":"<p><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/world.edu\/wp-content\/uploads\/2021\/09\/JSUhelmet.jpeg\" alt=\"\" width=\"680\" height=\"452\" class=\"aligncenter size-full wp-image-59474\" srcset=\"https:\/\/world.edu\/wp-content\/uploads\/2021\/09\/JSUhelmet.jpeg 680w, https:\/\/world.edu\/wp-content\/uploads\/2021\/09\/JSUhelmet-250x166.jpeg 250w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/><br \/>\nJust days after the NCAA changed it rules in June 2021 to let college athletes seek endorsement deals, a college quarterback in the South announced a sponsorship deal with a beverage company.<\/p>\n<p>About the same time, another college football player, a wide receiver in the South, signed an endorsement deal with a national retailer.<\/p>\n<p>In both cases, the players wore clothes without university logos in the photographs they posted on their social media as they promoted the companies.<\/p>\n<p>Not so with another football player \u2013 a quarterback in the Southwest \u2013 who got use of a new car from a dealership for standing next to one of the dealership\u2019s cars in a photograph on his social media page. Instead of plain clothes, he wore a polo shirt with his university logo in the photo.<\/p>\n<p>The story was similar at another school in the South, where a dealership provided a car for a star basketball player. He also wore his university\u2019s polo shirt in a photograph he posted on social media promoting the dealership.<\/p>\n<p>The dealerships that traded vehicles for publicity not only got to associate with the athletes, but their schools as well.<\/p>\n<p>The photos of the players wearing clothes with their university\u2019s logos could give people the impression that the colleges \u2013 and not just the athletes \u2013 endorse those products. And therein lies the problem.<br \/>\n<centre><\/p>\n<blockquote class=\"twitter-tweet\">\n<p lang=\"en\" dir=\"ltr\">Jackson State defensive end Antwan Owen is the nation\u2019s first athlete to sign an NIL deal, per <a href=\"https:\/\/twitter.com\/RossDellenger?ref_src=twsrc%5Etfw\">@RossDellenger<\/a>.<\/p>\n<p>At midnight in NYC, he signed a deal with Three Kings Grooming, a black-owned hair product shop. <a href=\"https:\/\/t.co\/vCK4LtcNvx\">pic.twitter.com\/vCK4LtcNvx<\/a><\/p>\n<p>&mdash; Front Office Sports (@FOS) <a href=\"https:\/\/twitter.com\/FOS\/status\/1410449658854494208?ref_src=twsrc%5Etfw\">July 1, 2021<\/a><\/p><\/blockquote>\n<p> <script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/center><\/p>\n<p>As an\u00a0<a href=\"https:\/\/scholar.google.com\/citations?user=8oms3aMAAAAJ&amp;hl=en\">expert on regulatory issues in sports<\/a>, I have provided education for various colleges\u2019 athletic departments on how to deal with the new landscape for college athletes now that they can seek paid endorsements. I see a lot of opportunities, but potential problems as well.<\/p>\n<h4><strong>A question of competition<\/strong><\/h4>\n<p>Since the\u00a0<a href=\"https:\/\/www.ncaa.org\/about\/resources\/media-center\/news\/ncaa-adopts-interim-name-image-and-likeness-policy\">NCAA permitted<\/a>\u00a0college athletes to monetize their own name, image and likeness \u2013 often abbreviated as \u201cNIL\u201d \u2013 athletic departments have been trying to\u00a0<a href=\"https:\/\/www.wallerlaw.com\/news-insights\/3944\/College-athletes-will-need-to-comply-with-university-intellectual-property-IP-policies\">craft policies to govern the practice<\/a>. While many schools were reluctant to allow athletes access to\u00a0<a href=\"https:\/\/www.si.com\/college\/clemson\/football\/name-image-likeness-clemsons-next-frontier#:%7E:text=STUDENT%2DATHLETE%20INFORMATION&amp;text=The%20use%20of%20Clemson's%20facilities,not%20permitted%20at%20this%20time.\">university logos<\/a>, other schools have been permissive in creating policies that allow easier access to\u00a0<a href=\"https:\/\/theathletic.com\/news\/unc-launches-first-group-licensing-program-under-new-nil-policy\/gChv1KdJCmlI\">school intellectual property<\/a>.<\/p>\n<p>These developments have created a situation where access to university branding could influence where athletes choose to play.<\/p>\n<p>This could result in a shift toward more permissive access to school logos, particularly if schools believe access to their branding for commercial purposes will appeal to recruits and enable them to make more money.<\/p>\n<p>However, there is a Catch-22 when it comes to NIL. Schools have primary\u00a0<a href=\"https:\/\/www.sportico.com\/law\/analysis\/2021\/ncaa-nil-rules-2-1234632642\/\">responsibility for crafting NIL policies<\/a>. For that reason, they are responsible for deciding whether to discipline an athlete for breaching the rules, not an organization like the NCAA. One hypothetical question is: Does a school really want to bench their star quarterback when he appears on Instagram promoting a pizza chain in his school-branded polo when the school has a sponsorship with the chain\u2019s competitor?<\/p>\n<p>While some schools, mainly in states that had NIL laws with a known effective date of July 1,\u00a0<a href=\"https:\/\/www.si.com\/college\/2021\/07\/01\/name-image-likeness-programs-schools-ncaa\">prepared programs to educate their athletes about rules for endorsements<\/a>, the new rules left some schools trying to develop policies on the fly.<\/p>\n<p>As\u00a0<a href=\"https:\/\/www.yahoo.com\/now\/scouting-report-fast-moving-chaotic-040129367.html\">law professor Michael McCann<\/a>\u00a0highlighted in an article two weeks into the brave new NIL world, schools are facing a number of challenges. Among the most pervasive, he says, is the \u201cuse of school marks, logos and other intellectual property in NIL deals.\u201d<\/p>\n<p>McCann detailed a split among schools, with some choosing to allow athletes permissive access to university marks, whereas others take a more restrictive approach, fearing that allowing the use of school logos could draw undesirable associations.<\/p>\n<h4><strong>A balancing act<\/strong><\/h4>\n<p>Schools face a balancing act in navigating the new NIL landscape. What started as an effort to provide greater economic freedom to college athletes evolved into state lawmakers trying to ensure that in-state schools are not left at a recruiting disadvantage.<\/p>\n<p>Different colleges permit different things. For instance,\u00a0<a href=\"https:\/\/www.si.com\/college\/clemson\/football\/name-image-likeness-clemsons-next-frontier\">Clemson University\u2019s NIL policy<\/a>\u00a0states: \u201cThe use of Clemson\u2019s intellectual property (logos, designs, photos, etc.) for NIL activity is not permitted at this time.\u201d On the other hand, schools like\u00a0<a href=\"https:\/\/dailyorange.com\/2021\/07\/buddy-boeheim-buddy-buckets-merchandise-nil\/\">Syracuse University have allowed college athletes<\/a>\u00a0to license school logos for their NIL activities.<\/p>\n<p>Permissive access to school marks could lead to a temporary recruiting advantage, as recruits might be tempted to seek opportunities that allow them to maximize their earning capacity during college. For this reason, I think\u00a0<a href=\"https:\/\/marker.medium.com\/why-college-athletes-are-suddenly-adopting-personal-logos-4478a6b00f46\">it is likely that schools will need<\/a>\u00a0to become more accommodating with their marks in order to be competitive on the recruiting trail.<\/p>\n<h4><strong>Moving forward<\/strong><\/h4>\n<p>The\u00a0<a href=\"https:\/\/www.usatoday.com\/story\/sports\/college\/2021\/07\/02\/ncaa-president-mark-emmert-discusses-name-image-likeness\/7847035002\/\">NCAA is holding out hope that Congress<\/a>\u00a0will impose some level of uniformity over NIL, but the legislation has stalled. In the meantime, schools will likely be left with the primary responsibility for regulating NIL activities.<\/p>\n<p>Due to the nature of college sports, being as\u00a0<a href=\"https:\/\/www.axios.com\/college-sports-financing-student-tuition-costs-bd1d44b5-19c7-4d27-a374-cdbeb54860fe.html\">financially driven<\/a>\u00a0as it is, schools may decide to let athletes use their brand for endorsement deals out of fear that if they don\u2019t extend this benefit to athletes, the next college will.<\/p>\n<p><em><strong>Author Bio: <\/strong>John Holden is Assistant Professor of Legal Studies at Oklahoma State University<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Just days after the NCAA changed it rules in June 2021 to let college athletes seek endorsement deals, a college quarterback in the South announced a sponsorship deal with a beverage company. About the same time, another college football player, a wide receiver in the South, signed an endorsement deal with a national retailer. In [&hellip;]\n&hellip; <a href=\"https:\/\/world.edu\/colleges-must-choose-whether-to-let-athletes-wear-school-gear-for-paid-promotions\/\" class=\"more\">learn more&rarr;<\/a><\/p>","protected":false},"author":33,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[357431],"tags":[295459],"coauthors":[11733],"class_list":["post-59473","post","type-post","status-publish","format-standard","hentry","category-university-sport","tag-paid-endorsements"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Colleges must choose whether to let athletes wear school gear for paid promotions - World leading higher education information and services<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/world.edu\/colleges-must-choose-whether-to-let-athletes-wear-school-gear-for-paid-promotions\/\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:locale\" content=\"en_US\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:type\" content=\"article\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:title\" content=\"Colleges must choose whether to let athletes wear school gear for paid promotions - World leading higher education information and services\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:description\" content=\"Just days after the NCAA changed it rules in June 2021 to let college athletes seek endorsement deals, a college quarterback in the South announced a sponsorship deal with a beverage company. 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