Further, group licensing aligns the incentives of student athletes and universities by expanding access to NIL opportunities to a wider group of student athletes and by increasing sponsorship and merchandising revenue for college athletic departments.ĭuring the first several months of the NIL era, certain regulatory issues seemed to limit the viability of group licensing in college sports. The result can be a co-branding force multiplier that maximizes the value of each licensee beyond its individual marketability. In some cases, colleges themselves permit their intellectual property (such as logos, names and color schemes) to be incorporated into group licenses with student athletes. In the context of name, image and likeness licensing, collegiate group licensing typically involves several individual student athletes pooling their NIL rights into a collective license to be marketed and sold as one. While seven-figure endorsement deals to college freshmen understandably captured the collective imagination, there is reason to believe that collegiate group licensing could represent an even greater sea change in NIL’s second year. The first year of the “NIL era” of college sports saw popular attention focused on the rise of the individual, as star student athletes began to command eye-popping fees to license their personal likenesses in any number of ways.
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