Business Commons^™

College Sports As A Business: How Name, Image, & Likeness Deals Have Altered The Way Colleges Operate, Jake Alexander Macinnis

Honors Theses and Capstones

The introduction of NIL (Name, Image, and Likeness) rights for student-athletes by the NCAA has significantly altered college athletics, enabling athletes to profit from their personal brands. In this thesis, it examines the multifaceted impacts of thesis changes on student athletes, universities, and the broader collegiate sports ecosystem. Some of the key areas explored include the rise of NIL collectives, the influence of lucrative TV deals on conference realignment, and modifications to the transfer portal. The research highlights the lack of transparency in collective payments, raising concerns about regulation amongst colleges and universities on all levels. This complicates recruitment as …