By Juan Lozano | May 8, 2020
Last week, the NCAA Board of Governors announced they supported the idea of having players receive “compensation for third-party endorsements both related to and separate from athletics”…also known as “Name and Likeness” (“NIL”).
Let’s give a round of applause to the NCAA for their newly discovered benevolence.
After years of not letting players into the money-making party, the NCAA wants the public to think they are now letting the players eat from a buffet of unlimited opportunity. Sure, the players are now allowed in, but they have to wait until everyone else is done eating. Only then are players allowed to enter the banquet hall, but have to do so all at once and then fight over what’s left from the picked over salad bowl and dessert tray of marketing opportunities.
The big money comes from the NCAA’s and university “strategic partners” or “marketing partners.”
This isn’t going to happen.
The NCAA’s NIL approach is just window dressing. It’s a completely reactionary response that is meant to appease the growing number of people that favor compensating college players – on a W-2.
The NIL is being marketed as a benefit to players; something they are being given. Actually, the NCAA Board of Governors isn’t “giving” the players anything. Rather, the NCAA is only “giving” this publicity right back to the players – a right the players possessed in the first place. But due to the NCAA’s draconian protocols, players were essentially forced to assign the right to market themselves when they signed a National Letter of Intent. (Many of the players that signed the NLI were minors at the time, but that’s a different story at a later time.)
This is the perfect time for the NCAA to roll out this new NIL scheme.
Due to COVID, NCAA revenues and that of member universities is expected to take a massive hit. Somehow, and in order to ameliorate the deteriorating financial situation, universities need the football players to play. Wimbledon did and purchased “loss of revenue” insurance elected to purchase only a smaller amount of insurance
But they don’t want to pay those players; instead, NIL allows them to do something that looks like compensation, but really isn’t. Again, just sleight-of-hand window dressing.
To make this scheme even more dubious, the NCAA will now want the players to try to earn money in an economy that is on the ropes. What marketing opportunities will there be for players?
Who is going to profit off this?
Not the players. It is going to be modern day grifters such as “marketing consultants” that will teach players to grow their “personal brands” They will be retained, for example, by university football programs. This is going to be a selling point for schools. Their presence will be mentioned and on full display during recruiting trips so that players and their guardians can be dazzled by critical and life impacting advice such as when it is appropriate to use a hashtag on an Instagram post.
We could go on and on with the issues related to issues with name and likeness proposals such as: conflicts of interest, the need and lack of independent advice, competency of the bloated athletic department bureaucracies to administer this program. These are just among a few of the dozens of potential issues.
Our solution to avoid these issues?
SIMPLY PAY THE PLAYERS – through payroll.
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