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Name, Image, and Likeness

Learn about an amateur athlete’s right to market his or her own brand.


Name, Image, and Likeness, or NIL, refers to a person’s ability to market his or her own personal brand. There can be immense financial value in selling an NIL, particularly for athletes. But can collegiate athletes profit from their name, image, and likeness under NCAA rules?

I. History of NIL in the NCAA

Imagine that in the early 2000s, a college swimmer gained national recognition for her talent and record-breaking performances. As a result of her fame, many people wanted to purchase swim...