Empowering Student-Athletes to Benefit from Their Personal Brand
The NAIA has been a leader in supporting student-athlete rights related to Name, Image, and Likeness (NIL). In October 2020, the NAIA became the first collegiate athletics association to permit student-athletes to receive compensation for the use of their NIL. This includes promoting commercial products or enterprises and participating in public or media appearances. Importantly, student-athletes are allowed to reference their NAIA affiliation and wear institutional gear during such engagements.
This approach reflects the NAIA’s ongoing commitment to empowering student-athletes while maintaining the principles of amateurism. Institutions are encouraged to support and guide student-athletes through these opportunities while ensuring compliance with established bylaws.
For comprehensive guidance, schools should consult the NAIA’s official NIL resources and collaborate with the NAIA Eligibility Center when questions arise.
Key Provisions of Article VII, Section B (Items 6 & 8)
- Student-athletes may be compensated for appearing in radio or television programming that promotes an amateur athletic event.
- They may receive payment for use of their name, image, or likeness, even when referencing their school or athletic status.
Important: Student-athletes must notify their athletic director in writing when receiving compensation tied to their student-athlete status or institutional representation. Failure to do so may result in penalties for the student-athlete; however, the institution is typically not held responsible.
Institutional and Conference Oversight
While the NAIA permits student-athletes to profit from their NIL, individual schools and conferences may implement more restrictive policies. For instance, a school may prohibit promotion of alcohol, tobacco, or competing brands. In such cases, it is the institution’s responsibility to determine and apply any consequences. These restrictions do not result in NAIA amateurism violations.
Case Studies
Scenario 1: Local Business Appearance
Kyrie, a basketball player at Plains College, is invited to a local car dealership’s grand opening. He’s offered $1,500 to attend, wear his Plains jersey, and sign autographs.
Ruling: Permitted. Kyrie may accept the payment and wear institutional gear. He must report the payment to his athletic director.
Scenario 2: Jersey Sales by Institution
Katie, a soccer player at Big City College, is the all-time leading scorer. The school wants to sell jerseys with her name and number and share profits.
Ruling: Permitted. Institutions can compensate athletes directly for NIL use.
Scenario 3: Conflict with Institutional Sponsorship
Fitz, a baseball player at Lake College, has a major TikTok following. Nike offers him a sponsorship, but his college is sponsored by Adidas and prohibits promotion of other athletic brands.
Ruling: Permitted by NAIA. Although Fitz won’t lose eligibility, the school may choose to apply institutional consequences.
Scenario 4: Paid Appearance at Professional Game
Romeo, a lacrosse goalie at West Coast College, is invited to a pro basketball halftime show in uniform and offered $500. The team also promotes his upcoming NAIA game.
Ruling: Permitted. Romeo may participate and be compensated but must report it to his athletic director.
Summary
The NAIA’s NIL policy empowers student-athletes to explore commercial opportunities while preserving amateur status. Institutional guidance, documentation, and communication are essential. For questions or individual cases, contact NAIA Legislative Services or utilize the NAIA official partner, Opendorse, for education materials offered through this resource.
