The Impact of NIL Policy on College Sports Management and Sports Industry Development

This paper comprehensively examines the profound impact of the Name, Image, and Likeness (NIL) policy on college sports management and its broader, long-term implications for the sustainable development of the global sports industry. Through an extensive literature review combined with rigorous PEST (Political, Economic, Social, and Technological) and SWOT (Strengths, Weaknesses, Opportunities, and Threats) analyses, the study systematically explores the historical emergence and rapid evolution of the NIL policy. It critically evaluates both the positive and negative effects on student-athletes, particularly focusing on their financial empowerment, personal brand development, and psychological well-being. Furthermore, the research investigates the complex external and internal challenges that this policy creates for higher education institutions, athletic departments, and regulatory bodies. The findings demonstrate that while the NIL framework has significantly expanded financial and professional opportunities for student-athletes, it has simultaneously increased governance pressure, exacerbated competitive imbalances among universities, heightened academic tension, and raised critical equity concerns regarding gender and non-revenue sports. Ultimately, the paper argues that the NIL policy should not be viewed simply as a temporary disruption, but rather as a fundamental structural transformation of the college athletics ecosystem. Its long-term success and viability depend heavily on building a fairer, more transparent regulatory framework and establishing stronger institutional support systems that can effectively balance commercial opportunity with academic integrity and ethical standards.