NCAA Regulation Education Series: Name Image Likeness

The NCAA issued updated regulations on June 6, 2025, that went into effect July 1, 2025. College Student-Athletes, parents of college student-athletes and agents must be well-versed on the NCAA regulations.

Division I student-athletes have been thrown into an industry that requires a skillset and knowledge base that most professionals (sport and otherwise) first experience post-graduation. It is crucial for Division I student athletes to understand the landscape of Name Image and Likeness (NIL) so that they can choose whether they want to explore the benefits of NIL deals.

It is important that athletes have a handle on (1) the NCAA regulations, (2) the local state laws where their college/university is located, and (3) general principles of contract law. Additionally, it is key for athletes aiming to play professionally, to understand the rules of the professional league, or sport governing body.

This blog series has a narrow focus. This blog series focuses solely on Divison I NCAA Bylaw Article 22 - Name Image and Likeness. The purpose of this blog is to educate families and athletes on current regulations. Athletes that are well-versed in the NCAA regulations and understand basic contract terms will be well-positioned to capitalize on their college careers.

This blog starts off with the basics…

WHAT IS NAME IMAGE AND LIKENESS?

The NCAA defines Name Image Likeness Activity (“NILA”) as the following:

…any activity that involves the use of an indivdiuals name, image likeness or appearance to advertsise or endorse the sale or use of a commercial product or service…

…[it] is also any activity that involves the use of an individual’s name, image, likeness or apperance to support noncommercial (e.g.- charitable, educational, nonprofit) entities or endeavors, or in activities considered incidental to the individual’s participation in intercollegiate athletics.

WHAT CAN A STUDENT-ATHLETE GET PAID FOR?

The NCAA regulations are explicit in stating that individuals may receive compensation for their Name Image and Likeness. This NIL income can be based “in whole or in part, on athletic skill or reputation.” The regulations are also clear that the compensation CANNOT be for “participation or achievement.” (aka: pay-to-play, or pay-to-win).

The regulations then go on to discuss the various arrangments and protocol for different types of deals. The regulations dileneate between two types of deals: (1) those involing the educational institution, and (2) those not involving the educational institutuion.

…Stay tuned for the next blog that will discuss NIL deals involving the educational institution.