BOULDER – CU Boulder Chancellor Phil DiStefano and the 24 other members of the NCAA Board of Governors will soon consider a framework for college student-athletes to benefit from the use of their name, image and likeness (NIL). This comes after the Board of Governors on Tuesday unanimously approved a path forward for student-athletes to earn revenue from such marketing efforts in a manner that maintains the long-standing collegiate model.
The board is expected to take further action in April when the NCAA’s Federal and State Legislation Working Group provides more specific recommendations on what activities should be permitted for student-athletes. CU Athletic Director Rick George is one of four Division I athletic directors to serve on this important committee.
“We need to stay committed to the amateur model we’ve had for well over 100 years and have a clear delineation from college sports and pro sports,” said DiStefano, who also serves as the chair of the Pac-12 CEO group. “However, it’s now clear there is public support for student-athletes benefiting from the use of their name, image and likeness. It’s time for us to ensure that student-athletes have the opportunity to earn revenue from certain uses of their name, image and likeness. Student-athletes should have the same opportunities as the rest of the student body.”
California Gov. Gavin Newsom signed a law last month that allows student-athletes to benefit from the use of their NIL, effective in 2023. Other states, including Colorado, are considering similar proposed legislation.
The NCAA Board of Governors said that new rules should reflect principles such as ensuring rules are transparent and enforceable, making a clear distinction between collegiate and professional opportunities and prohibiting compensation for athletics performance or participation.
“The NCAA took a major step forward today in supporting student-athletes,” George said. “The working group will continue our efforts in defining the principles and framework around NIL. We will collaborate with a variety of stakeholders to come up with one set of proposed standards that applies evenly and fairly to all universities.”
The working group will continue to gather feedback through April on how best to respond to pending and existing state and federal legislation and to refine its recommendations on the principles and regulatory framework. The board asked each of the NCAA’s three divisions to create any new rules beginning immediately, but no later than January 2021.

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