Business Case Studies & Business Publications

Name, Image, and Likeness: A New Era in ...

Palomba, Anthony, ...

Case

Name, Image, and Likeness: A New Era in Collegiate Sports

Palomba, Anthony; Alam, Nabeel

M-1036 | Published October 30, 2024 | 6 pages Case

Collection: Darden School of Business

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This case is structured to guide MBA students through the complexities of name, image, and likeness (NIL) policies in collegiate sports. There is a paucity of research surrounding NIL and how it might impact college players. Past research has explored how NIL might usher students into the gig economy and how that might affect labor markets for young athletes; it is critical that athletes cultivate brands and online personas early to build traction for prospective programs; and finally, there are clear challenges for managers in considering athletes’ interests along with those of universities and other involved stakeholders. Combined, this case is meant to inspire discussion about how to navigate interests at the athlete, coach, and university levels. This three-pronged approach will encourage discussions about the student athletes who students watch, follow, and support by purchasing merchandise featuring their NILs.

1. Student perspective: Analyze the implications of NIL for student athletes, focusing on opportunities and challenges. Consider the dynamics within teams, including how different levels of NIL earnings can impact relationships with teammates, coaches, and other stakeholders. Explore how external pressures—such as family expectations and societal influences—shape the student athlete experience. 2. Organizational perspective: Examine how athletic departments can strategically respond to NIL opportunities while managing compliance and equity issues. Discuss the need for policies that ensure fair access to NIL benefits across different sports and demographics. 3. Market perspective: Assess the external market dynamics surrounding NIL, including trends in compensation, competitive implications for institutions, and the evolving role of sponsorships and endorsements.