The name, image and likeness industry has emerged and it’s taking college sports by storm. On July 1, the NIL floodgates opened and a frenzy of athletes are entering deals. Conferences, colleges and the athletes themselves must understand this key point: Name, image and likeness may be a right of publicity, but in reality, we’re really talking about reputation. With that in mind, student athletes must have a 360-degree view of NIL, understanding their opportunities and reputational risk.

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