PHOENIX — Name, image and likeness. It's a movement that has unlocked the ability for collegiate athletes to acquire endorsement and brand deals while they compete for their university. Just three years ago, this concept was forbidden with hefty consequences to players, coaches, and schools that engaged in it.
In July 2021, the U.S. Supreme Court broke down the barriers by ruling that the NCAA prohibition on paying student-athletes is equal to "price fixing labor," their ruling states.
Here in Arizona, the avenue for collegiate athlete compensation is oftentimes through collectives. At Arizona State University, the Sun Angels Collective works with the athletes to secure an endorsement deal or brand deal with local and national companies.
“To keep things compliant, the athlete has to do something in order to earn funds," President of Sun Angels Collective, Brittani Willett said. "Just playing their sport is not what they're getting compensated for. Often we'll have them out in the community giving back in that way too."
Willett says these engagements have helped with the students' entrepreneurial skills, likening their NIL to their own personal business. Success on the field, court, or ice only helps give that brand a major boost.
“We right now are in the market with a full retention campaign. When our team is doing good, more eyes are on our athletes, and other schools will try to entice them to switch and head their way," Willett said. "So really, we are all in on trying to retain our athletes right now."
Critics of paying student-athletes say it can create a culture where the highest bidder wins. Schools that have donors with deep pockets on speed dial can get top-tier talent, and those who don't may lose a quality player if the NIL money runs dry.
ASU Football Head Coach Kenny Dillingham appealed to supporters of ASU athletics to help prevent this from happening. After their Top 25 win over BYU on Saturday, Dillingham said he wants the success they've achieved this season to continue for years to come.
“Pay these guys what they deserve to be paid, because right now, our team is underpaid, and we're doing more with guys who just got it out of the mud," Dillingham said. "Buy your tickets, donate to keep our team right, and let's repeat next year, and let's try to run it back at home. Go devils activate the valley, baby."
Sun Angels Collective allows donors to partner with up to nearly 700 athletes at Arizona State. To support their effort, click here.
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