NIL and Higher Education: An Exploration of the Early Impact of NIL on Fundraising and Competition in Universities and Athletic Departments

Abstract

While there has been a large amount of discussion by the media and government officialsregarding the need for rules and regulations surrounding name, image, and likeness (NIL) incollege athletics, to date, there is a lack of research on the effects NIL has on higher educationfundraising. Thus, this study examines NIL's effects on university and athletic fundraising andfair competition among universities. In surveying chief financial officers and athletic departmentdirectors in Power and Non-Power universities, we aim to understand university officials’perceptions regarding the early impact NIL is having on higher education. The survey resultsoffer valuable guidance on the regulation of NIL to ensure that it benefits both universities andstudent-athletes.