Joshua Hanson

Background In mid-2021, the NCAA relaxed longstanding limits on athletes profiting from their name, image, and likeness (NIL). This caused the college-sports ecosystem to experience a rapid and visible re-pricing of athlete value. That shift created economic winners and losers, revived debates about fairness and amateurism, and prompted new legal and institutional changes that will shape college athletics and local economies for years. This article examines how the NIL market has affected...

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