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Filling the Void: How Inaction by the NCAA on NIL Policies Propelled the SEC and Big Ten to Shape the New Landscape of College Sports



Credit: Streeter Lecka/ Getty Images

In the evolving landscape of college athletics, the handling of Name, Image, and Likeness (NIL) rights by the National Collegiate Athletic Association (NCAA) has highlighted a crucial shift in the governance of collegiate sports. This shift is underscored by the strategic alignment of the Southeastern Conference (SEC) and the Big Ten, the two wealthiest and most influential conferences in America, which are now collaborating to navigate the tumultuous NIL era.

The NCAA’s struggle to effectively regulate the NIL landscape was illustrated by its handling of high-profile cases involving the University of Tennessee and Florida State University, among others. The University of Tennessee found itself under the NCAA’s microscope for alleged major violations related to NIL dealings, centered around quarterback Nico Iamaleava’s record contract with Spyre Sports Group. This investigation came on the heels of Tennessee facing sanctions for impermissible recruiting practices, showcasing a pattern of scrutiny from the NCAA. However, Tennessee’s response, asserting that it followed all NIL guidance, along with the lack of a formal notice of allegations, highlights a key issue: the NCAA’s enforcement mechanisms and policies have been reactive, inconsistent, and, as some critics argue, “factually untrue and procedurally flawed.”

Similarly, Florida State’s recent punishment for NIL-related violations, including probation and disassociations from a booster and collective, reflects the NCAA’s attempts to retroactively enforce changing policies in a rapidly evolving NIL environment. These efforts have been further complicated by varying state laws and the association’s own shifting guidelines, creating a “confusing web for compliance departments to untangle.”

The NCAA’s initial interim NIL policy deferred to state laws, allowing athletes to engage in NIL activities consistent with their school’s state laws, while attempting to avoid pay-for-play and improper inducements. However, the frequent changes to this policy and the retroactive investigation stance have muddied the waters, leading to accusations of the NCAA operating in a “wild west” atmosphere without clear or consistent rules.

Critics argue that the NCAA’s delayed and haphazard approach to NIL policy-making has significantly undermined its credibility and authority. The Supreme Court’s unanimous ruling in June 2021, which found the NCAA’s limits on student-athlete compensation unconstitutional, further stripped the NCAA of its power to enforce such restrictions. This ruling paved the way for state-level NIL laws and the proliferation of NIL collectives, fundamentally altering the landscape of college athletics.

In response to this regulatory vacuum and the challenges posed by NIL, the SEC and Big Ten’s decision to form a joint advisory group represents a strategic move to assert more direct control over the future direction of college athletics. This collaboration aims to address critical issues such as antitrust lawsuits, the NCAA’s governance proposal, and the unsettled landscape of athlete transfer movement and NIL inducements. By taking matters into their own hands, these conferences are signaling a potential shift away from the NCAA’s traditional national governance model towards a more decentralized approach that could render the NCAA increasingly obsolete.

This joint effort by the SEC and Big Ten stresses the growing realization among college sports’ power players that the NCAA’s current governance structure and enforcement capabilities are inadequate for the modern era of collegiate athletics. The NCAA’s failure to proactively and effectively manage the NIL era has exposed its vulnerabilities, leading to a situation where its traditional role as the central regulatory authority in college sports is being challenged like never before.

The formation of the SEC and Big Ten’s advisory group not only represents an attempt to bring clarity and stability to the NIL landscape but also reflects a broader trend towards self-governance by the major conferences. As these conferences take on more responsibility for shaping the future of college athletics, the NCAA’s role may become increasingly ceremonial, signaling a new era where the power dynamics in collegiate sports governance are fundamentally redefined.

The NCAA’s handling of the NIL era has highlighted its limitations as a regulatory body amidst unprecedented changes in the college sports landscape. The strategic alignment of the SEC and Big Ten to tackle these challenges signifies a significant shift towards a more decentralized governance model, potentially relegating the NCAA to an increasingly marginal role in the governance of college athletics. As the landscape evolves, the NCAA’s capacity to adapt and reclaim its relevance is uncertain and precarious, casting doubt on its future role, if any, in the rapidly changing world of college sports.

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