Six months after student-athletes gained the ability to monetize themselves, rules and regulations are as confusing as ever. Most marketers think student-athletes would be effective brand influencers, however they don’t understand enough about process to follow through with the tactic. 

Most of the problem comes from the National Collegiate Athletic Association’s decision to allow NIL monetization without issuing a blanket national policy. As a result, the extent of an athlete’s ability to use his or her name, image and likeness is dependent on the state where their university is located and the university’s own regulations. Many student-athletes also don’t have an agent to represent them making it hard for brands to negotiate with.  People are calling for a more streamlined process to help both marketers and athletes make the most of this opportunity. 

It is the beginning of a new era for college athletes, but there is still a ways to go before it makes its way into the big leagues. 

Source: https://www.marketingdive.com/news/confusion-holds-marketers-back-from-making-student-athlete-deals-survey-fi/611242/