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NIL has advantages for HBCUs, Athletes

There has been a lot of discussion about the pros and cons of policies that allow college athletes to capitalize on their name, image and likeness (NIL). 

While some large institutions have been hesitant to accept these new policies, they may actually be advantageous for Historically Black Colleges and Universities (HBCUs) and HBCU student-athletes. “Historically, student-athletes have been prohibited from earning compensation for the use of their name, image, or likeness, as it was considered a violation of NCAA (National Collegiate Athletic Association) amateurism rules,” said Dr. Paula Jackson, NSU Associate Athletics Director for External Affairs/NIL. “However, recent changes in legislation and NCAA policies have allowed athletes to capitalize on their NIL rights.” 

The most controversial part of NIL, says Dr. Jackson, revolves around concerns regarding the balance between fair compensation for all studentathletes and maintaining the traditional amateurism model of college athletics. “Additionally, questions arise about how NIL opportunities may widen the divide between Power 5 institutions and all other programs as well as inequalities among male and female sports.” 

Yet, she says that NIL presents several advantages for student-athletes at HBCUs. “The most obvious is the financial impact,” Dr. Jackson said. “Historically, Black athletes have faced systemic barriers to monetizing their talents and likeness, making NIL legislation a significant step towards economic justice and empowerment within the collegiate sports landscape. NIL allows Black athletes to take ownership of their personal brands and capitalize on their talents in ways that were previously restricted,” said Dr. Jackson. “This can be especially beneficial for students who come from economically disadvantaged backgrounds, who may need additional financial support and it can also assist in preparing them for life after sports.” Keshawn Lynch is one Spartan who has taken advantage of NIL. 

“I played football at Norfolk State University, joining the team in January 2023 after transferring from ODU,” said Lynch. “My awareness of NIL began when I arrived at school and learned from Rayquan Smith, known as the ‘King of NIL.’” When Smith shared his experience with Lynch, it sparked his interest, and he began researching and consulting athletes and NIL coaches like Leah Clapper, Sam Green, and Kristi Dosh. 

“Initially, I became involved in NIL by creating promotional videos, starting with campaigns for movies and shoe promotions with Rayquan Smith. As I gained confidence, I ventured into more opportunities, eventually speaking at conventions and securing 23 deals and counting.” 

For Smith, it has been a growth experience. “My NIL experience taught me resilience,” he said, “rejection doesn’t mean failure. Each ‘no’ can lead to a ‘yes’ elsewhere. It’s about trial and error, finding the right fit between athlete and brand. NIL transformed my life, shaping both my character and opportunities. I’ve had the privilege of speaking at the NCAA convention in Arizona and will attend more conventions this year in Las Vegas, North Carolina, and USC.”

Just as NIL opportunities can raise the profile of individual athletes, they can also raise the profile of HBCUs.

“In some cases, NIL may help to level the playing field between HBCU and non-HBCU institutions.

By providing student-athletes with the opportunity to monetize their NIL, HBCUs can potentially attract top talent who may have otherwise chosen larger, more financially lucrative programs,” Dr. Jackson said. “Brands seeking to authentically connect with Black consumers may see value in partnering with HBCU student-athletes who embody the spirit and values of their institutions. This authenticity can lead to more meaningful and impactful partnerships that resonate with consumers. An Exchange to Navigate the NIL Landscape To help student-athletes and showcase the value of Norfolk State, the Spartans NIL Exchange has been launched. 

“The Spartan NIL Exchange provides a transparent and equitable marketplace where student-athletes can showcase their talents, interests, and personal brands to interested brands and businesses. This not only benefits individual student-athletes but also fosters economic growth and opportunity within the broader Norfolk State University community,” Dr. Jackson explained. 

“This initiative is another resource that demonstrates our commitment to supporting our student-athletes in navigating the evolving landscape of collegiate athletics and maximizing their earning potential. By centralizing NIL opportunities through the NIL Exchange, NSU simplifies the process for student-athletes to explore and pursue endorsement deals and partnerships,” she said.

NSU football player with NIL dealThe Spartans NIL Exchange has partnered with INFLCR, which is the top brand-building and NIL business management app utilized by over 270 elite collegiate and professional sports organizations. The Spartans NIL Exchange houses profiles for each student-athlete, which they set up to showcase their “brand,” which can include not only their sport but also outside interests as well. These profiles create a database for businesses, collectives, or individuals to reach student-athletes who meet the criteria of their search. It also centralizes NIL opportunities, simplifying the process for studentathletes to explore and pursue endorsement deals and partnerships.

As an athlete who individually pursued NIL, Lynch said, “My advice to fellow athletes is to network with local brands, maintain a professional social media presence, and make it easy for brands to contact you. You don’t need to be the star player; marketability and connections are key.”

“I went from a walk-on to a full ride and built my name both on and off the field. Take care of yourself academically and personally, as you never know who’s observing you or attending your games because that could be your next partnership so make sure to carry yourself the right way.”

Looking at NIL from a broad perspective, Dr. Jackson said, “NIL presents educational opportunities for HBCU student-athletes to learn about entrepreneurship, marketing, and personal branding with a ‘hands-on’ approach that they can see and experience in real-time with outcomes purely based on their efforts. These skills can be valuable beyond their athletic careers and contribute to their overall personal and professional development.” 

As for institutions she said, “By embracing NIL legislation, HBCUs can empower their studentathletes and position themselves as leaders in promoting diversity, equity, and inclusion within collegiate athletics.”