Gordon: Ripple Effects of NIL Deals

In 2021, the college sports world was hit with big news. Student athletes were allowed to be paid based on their name, image and likeness — otherwise known as NIL. However, the Utah Legislature introduced a bill that would prohibit the public from even seeing these numbers — let alone knowing where they come from.

In numerous ways, athletes are being endorsed through sponsorships, school boosters and companies looking for ambassadors.

NIL deals are observed by the public with students receiving compensation upwards of millions of dollars. Notably, at the top of those valuations is Bronny James, son of NBA legend Lebron James. His valuation is about 5.8 million dollars.