NCAA Lifts Ban on Athlete Name, Image, and Likeness in Recruiting

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NASHVILLE, Tenn. (AP) — The NCAA has decided to remove a regulation prohibiting student-athletes from engaging in financially beneficial agreements related to their names, images, and likenesses prior to joining a particular college. This announcement was made by Tennessee Attorney General Jonathan Skrmetti on Monday following an agreement reached in a legal dispute concerning this policy.

Skrmetti along with several attorneys general filed a lawsuit against the NCAA regarding its prohibition on using athletes' names, images, and likenesses for recruitment, claiming that this policy breaches antitrust regulations.

The suggested agreement needs to gain approval from a federal judge before it can proceed.

In a statement, Skrmetti remarked, "Given the multibillion-dollar entertainment sector burgeoning from the base of collegiate athletics, those who drive this success shouldn’t be the sole individuals barred from having the chance to thrive."

An NCAA spokesperson said the proposed settlement “underscores our support for student-athletes benefiting from their NIL and our commitment to provide increased benefits to student-athletes at every stage in their collegiate experience, creating a sustainable model for the future of college sports.”

If sanctioned by the court, this pact would permit future college athletes to enter into agreements regarding compensation from endorsements involving their names, images, and likenesses prior to officially joining a particular institution. Additionally, it enables outside entities to engage with these prospective students concerning such endorsement deals throughout designated recruiting periods.

The NCAA will also have to publicize any proposed name, image and likeness changes for the next five years and meet with states before the proposals can take effect.

The attorneys general from New York, Virginia, Florida, and Washington D.C., were among those leading the lawsuit against the policy as part of a coalition.

The judge overseeing the case had earlier instructed the NCAA to suspend the policy temporarily as the legal proceedings continued.

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