Abstract
With a student‐athlete's right to negotiate for payments for the use of their name, image, and likeness now firmly established, many student‐athletes are capitalizing on individual and group/team‐based marketing opportunities in a variety of ways. While they certainly welcome this new income stream, there's a large external funding source in the form of media rights payments that remains untapped and appealing from the student‐athletes’ perspective. Indeed, various news reports indicate that the payments received by many schools from the sale of their individual and collective media rights appear to be increasing in size.
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