Some conferences have taken a more aggressive approach to name, image and likeness.
For all the lawlessness it hath wrought, name, image and likeness has been the law of the land in college athletics since July 1, 2021.
When the NCAA cleared the way for athletes in all sports to be compensated for promotional and endorsement opportunities, it also abdicated responsibility for enforcing the process. “There were always guys trying to get around the rules,’’ former Washington coach Chris Petersen said. Legally, the collectives have no affiliation with the university. In reality, they work with the football and basketball programs to ensure the money is being spent on the roster-building process.
“Boosters have been involved in recruiting for decades. In any industry, you look to the sources of capital. And in college athletics, it’s the boosters.” Some schools have charged across the ethical line; others appear content to walk it; others still seem loath to even approach it.
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