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College Athletes Sprint to Cash In on Name, Image, Likeness Ventures

On July 1, 2021, the National Collegiate Athletic Association (NCAA) lifted its ban preventing college athletes from monetizing their names, images and likeness (NIL). This regulation change may have been influenced by the recent U.S. Supreme Court ruling in NCAA v. Alston in June 2021, which decided that the NCAA could not bar its member schools from providing student athletes with various education related benefits. 

Permitting student-athletes to monetize their own NIL opens a new world for more than 400,000 NCAA athletes and those who can help them achieve their financial goals. Brands, platforms, agents, schools and financial advisers are jumping at the chance to work with student-athletes on a wide variety of ventures.

In this Chicago Daily Law Bulletin article written by Loeb Advanced Media & Technology partners Douglas Masters and Seth Rose, the authors examine how these rapidly developing partnerships present both a myriad of opportunities and a host of practical and legal concerns for this emerging industry.