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The Effect of Name, Image, and Likeness (NIL) Deals on College Athletics: A Path to Fairness or a Threat to Education?
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Daly, Ross A.
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Spring 2025
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2025
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The Name, Image, and Likeness enable current student-athletes to continue their higher education while enjoying monetary advantages. An opposing view says this is far removed from the amateurism the NCAA had allegedly nurtured for so long. How this change will impact student-athletes, schools, and, therefore, the collegiate athletics industry has emerged as a pressing matter. The research seeks to analyze whether Name, Image, and Likeness are a boon to college sports or an ill wind that will destroy the integrity of student-athlete education.
From a multidisciplinary perspective, this research integrates legal, economic, and educational analysis to assess the effects of Name, Image, and Likeness deals on student-athlete experiences. From peer-reviewed academic literature, policy discussions, and actual data, the paper assesses Name, Image, and Likeness's impact on academic life, competitive equilibrium, and institutional accountability (Owens et al. 5). Hence, it is this balance that leads to the conclusion that Name, Image, and Likeness agreements may set a significant stage in addressing equity, but they bring in new dynamics that will require an intensive degree of mediation to safeguard academic and athletic integrity.
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