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Coastal Virginia is home to major colleges and universities such as Old Dominion University, Norfolk State University, Virginia Wesleyan University, the University of Virginia, and Virginia Polytechnic Institute and State University. These institutions boast impressive sports programs, creating a fertile ground for partnerships between college athletes and local businesses.
Thanks to the evolving landscape of Name, Image, and Likeness (NIL) agreements, these collaborations are now possible. This shift stems from the landmark U.S. Supreme Court case National Collegiate Athletic Association v. Alston, No. 20-512 (June 21, 2021)—one of the most impactful sports law decisions in U.S. history. Although primarily an antitrust case, Alston has far-reaching implications, particularly for the trademark rights that student-athletes may have in their names, images, and likenesses (Nat’l Collegiate Athletic Ass’n v. Alston, 141 S. Ct. 2141, 2144, 210 L. Ed. 2d 314 (2021)).
Opportunities for Coastal Virginia Businesses
As a community rich in college sports culture, Coastal Virginia is uniquely positioned to benefit from the opportunities NIL deals offer. For local businesses, partnering with college athletes can transform advertising strategies in several ways:
Targeted Marketing
Businesses can connect with specific demographics by partnering with athletes who have strong local or regional followings.
Cost-Effective Partnerships
Compared to professional athletes or celebrity influencers, college athletes offer more affordable partnership opportunities, delivering value without the high price tag.
Authenticity and Relatability
College athletes often appear more genuine and accessible to consumers, making their endorsements more relatable and impactful.
Localized Branding
Businesses with regional footprints, such as restaurants, car dealerships, or small enterprises, can collaborate with athletes whose influence aligns with the local community.
Navigating the Legal Landscape
While the benefits of NIL deals are clear, the legal framework surrounding them requires careful attention. Agreements must comply with a patchwork of state, school, and NCAA regulations. To protect both parties:
Draft Thoughtful Contracts
Legal agreements should clearly outline terms and ensure compliance with all applicable rules.
Address Reputational Risks
Businesses and athletes should consider potential reputational implications and work with trusted advisors to mitigate risks.
Engage Legal Representation
Both athletes and businesses should collaborate with legal professionals experienced in contracts and advertising law to ensure a smooth and mutually beneficial partnership.
Supporting Local Athletes and Schools
For Coastal Virginia businesses, NIL partnerships offer a unique opportunity to support local colleges and their athletes. What better way to champion your alma mater or favorite school than by teaming up with one of its student-athletes?
When executed thoughtfully, NIL deals are a win-win. They empower college athletes financially and professionally while allowing businesses to connect with engaged, loyal audiences through authentic and impactful endorsements.
As the NIL landscape continues to evolve, Coastal Virginia’s business community and college athletes have a chance to lead the way in creating meaningful, effective collaborations.
Morring Law, PLLC
Offices in Norfolk & Newport News
1-855-MOR-COMP
757-223-1107
morringlaw.com
About Charlene
Attorney Morring has more than 20 years of experience in this area. Her entire legal career has focused primarily on longshore and state workers’ compensation benefits. Her knowledge and experience in this area is vast, allowing her to successfully represent thousands of injured longshore workers across Coastal Virginia.
