Profitability as a Knock-on Benefit to Collegiate-Athlete Brand Compensation

Dr. Nizam Nadj, Stephanie Parrish-Chester
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Abstract

For the first time in the history of collegiate sports, college athletes can be compensated without the risk of losing their status as amateurs. The Fair Pay to Play act sparked a revolution of state laws allowing college athletes to be compensated for using their Name, Image, and Likeness (NIL). Agency representation, another allowance that has historically been restricted from college athletes, has been granted by these new laws. With the governance of intercollegiate play removed from the authority of the National Collegiate Athlete Association (NCAA) and placed in the hands of the individual states in which universities reside, the respective universities are now in a place to profit as knock-on benefactors. NIL brings corporate relationships closer to the University and, in some states, allows boosters to serve in the capacity of sponsors. Using the school's intellectual property – logo, brand, mascot, etc. – cannot financially benefit the collegiate athlete but can serve as another opportunity for universities to profit from the existence of the NIL legislature. This research explores the impact NIL laws have had on the financial performance of the Universities in the Southeastern Conference (SEC) West Division. The correlational study analyzes the profitability of universities before and after the NIL legislature passed to determine if there is a correlating pattern. The study leverages key performance indicators to describe the financial performance of seven universities across five states. Although the metrics suggest a correlation pattern before and after NIL was passed, it does not find significant variation between the profitability metrics or the components that measure profitability.
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盈利能力对大学生运动员品牌薪酬的连锁效应
这是大学体育史上第一次,大学运动员可以在不失去业余运动员身份的情况下获得补偿。《公平报酬法》引发了一场州法律的革命,允许大学运动员使用他们的名字、形象和肖像(NIL)获得补偿。经纪公司代表权是另一项历史上限制大学运动员获得的津贴,这些新法律已经批准了这项津贴。随着校际比赛的管理从全国大学生运动员协会(NCAA)的权力下放到大学所在的各个州手中,各个大学现在可以作为连锁捐助者获利。NIL拉近了企业与大学之间的关系,在一些州,它还允许赞助者以赞助者的身份服务。使用学校的知识产权——标志、品牌、吉祥物等——不能给大学运动员带来经济上的好处,但可以成为大学从NIL立法机构的存在中获利的另一个机会。本研究探讨了零法律对东南会议(SEC)西区大学财务绩效的影响。相关研究分析了《零成本法案》通过前后大学的盈利能力,以确定是否存在相关模式。该研究利用关键绩效指标来描述五个州七所大学的财务绩效。虽然这些指标显示了零成本标准通过之前和之后的相关模式,但它并没有发现盈利能力指标或衡量盈利能力的组成部分之间的显著差异。
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