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Compensating College Football Players for Their Name, Image, and Likeness Rights From Live College Football Broadcasts

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  • Stacey L. Brook

Abstract

Recently, the NCAA has allowed student athletes to be compensated by third parties for their name, image, and likeness rights (NIL) but not their NIL rights from televised broadcasts. Yet these rights have an economic value. A counterfactual model is employed to determine how university media rights revenues relate to television viewership, and then, the model is empirically estimated to determine the value of these NIL rights. The results show the median athletic department would pay about 5.4% of their football media rights revenue to the football participants, and the median football participant would be paid $4739 for their NIL rights.

Suggested Citation

  • Stacey L. Brook, 2025. "Compensating College Football Players for Their Name, Image, and Likeness Rights From Live College Football Broadcasts," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 46(4), pages 2381-2387, June.
    • Handle: RePEc:wly:mgtdec:v:46:y:2025:i:4:p:2381-2387
    DOI: 10.1002/mde.4465
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    References listed on IDEAS

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