Media Lens: NCAA NIL Guidance & Storytelling
Ron Watermon • October 3, 2025
STORYSMART Takeaway NEW NCAA NIL Rules
The NCAA just approved new guidance on NIL (Name, Image, and Likeness) deals — and while the headlines mostly talk about money, what’s really at stake here is storytelling.
Starting this past August, athletes have had to disclose NIL agreements over $600. Schools will help monitor and even facilitate opportunities, and standardized contracts are being promoted to protect athletes. Meanwhile, new rules for collectives are meant to stop disguised pay-for-play deals while still allowing legitimate business arrangements. (Full NCAA release here)
On the surface, this might sound like dry compliance policy. But here’s the STORYSMART® takeaway:
- Transparency is power. The clearer your contracts and disclosures, the harder it is for someone else to hijack your story or exploit your image.
- Standardization levels the playing field. Whether you’re a star quarterback or a swimmer at a smaller program, having clear terms makes it easier to protect your rights.
- Your story is the real asset. NIL isn’t just about a jersey deal or an autograph session. It’s about controlling your narrative — the way your life, your legacy, and your values are presented to the world.
This guidance is another reminder that athletes — like families, public figures, and estates — need to see their story as intellectual property. The athletes who win aren’t just the ones who score on the field; they’re the ones who invest in how their story is told off the field.
STORYSMART® Rule of Thumb: Don’t just cash a check. Build a story that grows in value over time.
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