Unlocking Equity: Exploring NIL Collective Dynamics and Policy Solutions for Balanced Benefits in College Athletics

Abstract

This thesis takes a qualitative approach to investigate how Name, Image, and Likeness (NIL) collectives are affecting college athletics and players, focusing on their influence on student-athlete reach and fairness. It examines whether these collectives have disrupted the traditional amateurism model prevalent in college sports. Collectives, associated with specific colleges, pool boosters' funds to support specific teams and players, who reciprocate by promoting the organization on social media or engaging in community service. I hypothesize that collectives have ushered in a pay-for-play dynamic, altering college recruiting and resembling professional sports. The thesis draws from interviews, news sources, and reports from NIL businesses to understand the recipients and operation of collectives. Findings suggest that while NIL initially aimed to compensate student-athletes for their commercialization, it has morphed into a pay-for-play system, largely driven by the rise of collectives. The thesis delves into the impact of collectives on recruiting, emphasizing the NCAA's regulatory challenges stemming from past antitrust litigation. This thesis finds top college football and basketball programs now resemble professional sports franchises. Athletes act as free agents seeking lucrative deals and schools now rely on their collective offering top recruits the best monetary package, rather than selling them on their school or team. Through athlete testimonies and evolving landscape analysis, the thesis offers policy recommendations for reforming NIL to foster a more equitable environment for student-athletes.