In 2021 over the span of a few months, amateurism, the foundation of the
National Collegiate Athletic Association was challenged and redefined. Following
the passage of “name, image, and likeness” laws at the state level
and an unfavorable Supreme Court ruling, the NCAA’s structure has been
forced to evolve. These changes have opened up possibilities for college athletes
to monetize their playing in a model that is not based on viewership or
revenue sharing. Serious equity gaps between men’s and women’s sports
continue to exist, predicated on which sports generate the most money. While
not a holistic solution, name, image and likeness deals are one way for
women athletes to close gaps in equity.
Kelley L. Flint,
More Money, Fewer Problems: A Post-Alston v. NCAA Approach to Reducing Gender Inequities in Sports,
Rich. Pub. Int. L. Rev.
Available at: https://scholarship.richmond.edu/pilr/vol25/iss2/8