The Right Frame of Mind: Name-Image-Likeness Rule Changes
Whether you're prepared or not, NCAA rule changes regarding name, image and likeness are on the horizon. The current conversation seems to be focused on two sides of the spectrum. Collegiate athletic directors and administrators seem to be locked in on the potential negative effects, while athletes and brand ambassadors are clamoring to take advantage of the potential monetary gains that will soon be available.
A recent article featuring former USC Trojans RB Reggie Bush echoed a few of his thoughts regarding the upcoming NCAA NIL rule changes. "They’re about to start paying college athletes. This is something that has never been experienced before, and it’s going to destroy some people if their foundation is not in the right place," says Bush.
Rather than being on the side of the old guard in ranks of the NCAA, or aligning his stance with those primed to take advantage of the new NIL rule changes, Bush addresses the topic with an angle based on his perspective as a former NCAA student-athlete.
In all reality, when facing any prospect of financial gain, your foundation must be in the right place. As Reggie Bush suggests, a player arriving on a college campus will not be setup to thrive under the NCAA NIL rule changes that are set to take effect on Jan. 1, 2021 if their foundation isn't solid.
Players set to benefit from the new NIL rule changes who enter college in 2021 will likely be living away from home for the first time in their lives. As a former NCAA collegiate athlete, I know first-hand how tough it can be to balance the rigorous academic and athletic requirements of college-life, let alone the new prospect of building a personal brand. Those who are overly focused on building their brand once they get to the next level can create an unwanted distraction that could have a negative effect on things such as playing time, team chemistry and more.
With this in mind, those players looking to profit from their name, image and likeness should approach with eyes wide open. We suggest recommend athletes do their research with family and trusted associates who can help them navigate these uncharted waters.
Not everyone will setup to immediately sign autographs, schedule paid appearances or even garner brand-endorsements. Players will need to be realistic with their options and think outside-the-box. Some suggestions we offer parents and players are to look forward to running youth sports camps during summer breaks or provide private training sessions. These are options that should be more widely available compared to much of what is currently being suggested.
Name, image and likeness rule changes will be a great benefit for student-athletes who have previously been at the mercy of the NCAA and their member institutions, but a level-headed approach is what will be needed when players look to monetize their brand.