Name, Image and Likeness (NIL) rights continue to evolve, dubbing the collegiate—and high school—sports landscapes as the “wild, wild, west.” As athletic directors, you find yourself in the middle of this transformative era in athletics. Once solely tasked with managing teams, facilities and budgets, your new role requires you to be a compliance officer, an educator and a strategic planner, helping student-athletes navigate the complexities of NIL while preserving the values of education and fair play.
To say the least, it’s a transformative and unprecedented time for anyone involved in school sports. To help athletic directors successfully manage NIL within their programs, this roadmap offers practical strategies, expert advice and real-world examples.
1. Understand State and Institutional Policies
NIL regulations vary by state and institution, creating an assortment of compliance challenges. Some states allow high school athletes to monetize their NIL while others do not.
Action Step
Work closely with your state’s athletic association to clarify policies and identify gray areas. For example, in Oklahoma, high school athletes are permitted to NIL activities as long as they maintain their amateur status and compensation isn’t used to influence a student’s attendance at school.
Key Consideration
Educate athletes about the nuances of NIL agreements, such as how contracts may impact eligibility for collegiate or national governing bodies (e.g., the USGA for golf).
2. Build a Compliance Framework
Ensuring compliance is central to managing NIL successfully. Key focus areas include avoiding pay-for-performance deals, enrollment inducements and other violations of amateur status.
Develop Policies
Create clear internal NIL guidelines tailored to your district or institution. For example:
- Require athletes to report all NIL activities.
- Prohibit agreements tied to athletic performance (e.g., bonuses for touchdowns).
- Ensure contracts are free of enrollment inducements, such as offers contingent on attending a specific school.
Use Technology
Leverage digital platforms to monitor NIL deals, track compliance and offer transparency.
3. Prioritize Education and Resources
Education is critical for student-athletes, parents and coaches to understand NIL’s legal, financial and ethical implications.
Workshops and Seminars
Host regular sessions covering topics like taxes, personal branding and contract reviews.
Hire Experts
Consider appointing a Director of NIL Strategy to serve as an on-campus expert, providing one-on-one guidance and staying updated on the latest regulations.
For example, Elon University’s Data Nexus program integrates advanced data literacy into sports management, empowering athletes with analytical tools to make informed decisions.
4. Engage Stakeholders Proactively
Navigating NIL requires collaboration among multiple stakeholders.
With Student-Athletes
Establish open communication channels where athletes feel comfortable discussing NIL opportunities.
With Sponsors and Businesses
Vet potential sponsors to ensure they align with the institution’s values and the athlete’s brand.
With Parents
Offer resources to educate parents about their children’s NIL rights and responsibilities.
5. Foster a Culture of Integrity
The introduction of NIL rights must not compromise the educational mission or ethical foundation of athletics.
Celebrate Academic and Athletic Balance
Highlight the importance of excelling both on and off the field.
Support Personal Development
Use NIL as a teaching opportunity for athletes to learn about entrepreneurship, time management and financial literacy.
6. Anticipate Future Challenges
The NIL landscape is rapidly evolving, with new opportunities and complications arising regularly.
Prepare for Equity Concerns
Ensure that NIL benefits do not disproportionately favor specific sports or athletes.
Plan for Expansion
NIL at the high school level is still new. Be ready to adjust policies as legislation and community expectations evolve.
For example, Chipotle’s partnership with Ohio State demonstrates how NIL deals can extend beyond star players, offering inclusive opportunities that benefit entire teams and programs.
ADs as Strategic Leaders
The role of athletic directors has expanded to encompass mentorship, advocacy and strategic oversight in the NIL era. By educating, equipping and empowering their athletes, ADs can navigate this new frontier with integrity, ensuring that NIL serves as a tool for student development rather than a disruption to the values of scholastic and collegiate sports.
By staying informed, fostering collaboration and prioritizing education, athletic directors can transform NIL from a challenge into an opportunity, paving the way for a successful and ethical future in sports.
