October 2023 Editorial: Athletes & the NIL developing landscape
With the recent developments in collegiate athletes’ Name, Image, and Likeness (NIL) rights, a plethora of new opportunities for brand capitalization and monetization have emerged, translating into generous new income sources. Student athletes are now encouraged to work not only on their athletic performance but also on building a name for themselves and the image they want to portray to their fans and the general public. A public persona with a strong social media presence and great reach can lead to important endorsement deals, sponsorships and partnerships. However, these NIL developments need to be handled with caution, since they come with complex NCAA regulations, as well as challenges and controversies.
