Athletic competition between the states: The rapid spread of Name, Image, Likeness laws and why it matters for understanding policy diffusion

In the study of the policy diffusion process, scholars have found that states adopt policies to remain competitive with one another over economic resources. But the rapid spread of Name, Image, and Likeness (NIL) policies, which treat college athletes as professionals, is not readily explained by economic competition nor other diffusion mechanisms. The NIL phenomenon points to a new dimension of competition between the states, which is more closely tied to states protecting or enhancing their reputations than it is to directly accruing economic resources. To test if NIL spread as the result of athletic reputation competition, we model the adoption of NIL legislation as a function of internal characteristics (i.e. number, value, and ranking of college football programs) and interstate dynamics (i.e. actions of football, conference, and Power 5 competitors). We test the effect of these measures alongside traditional diffusion indicators, finding that both internal and interstate indicators of athletic competition drive states to adopt and implement NIL. NIL is important to study as it has changed the landscape of amateur sports, as well as our scholarly understanding of policy diffusion in the American federal system, specifically broadening our conceptualization of the competition mechanism and developing customized measures of it.