Have you ever wondered what it must feel like to play yourself in a video game? For many elite-level athletes today they know firsthand what that feels like, as they have played themselves in games like Madden Football for years. The problem, however, was until recently many amateur athletes had their name, image, and likeness created for EA Sports games, yet as sales of these games soared the players received no money for their likeness. If this sounds remarkably similar to how college athletes have lent their talents to college sports, only to receive a high-5 and a smile in return, that’s because it is basically the same issue. Fortunately, things are changing for the better, and this week EA Sports College Football 25 announced that college football players will receive $600 and a copy of the game for participating. To date, over 10,000 student athletes have signed on to participate. Is this the latest way for college student athletes to cash-in while playing college sports? More broadly, is this just the start of an entirely new model, one where college student athletes can enjoy a financial revenue stream while competing, and earnings totally independent of whether the student athlete ever plays beyond college sports?
Revisiting the all-or-nothing model of college athletics
Until recently, college student athletes had to make it to the professional level of sports in order to fiscally prosper from being an athlete. This was an all-or-nothing deal, meaning that if the college student athlete did not make it to the pros, then he or she would likely never be paid for being an athlete (and this is roughly 98% of all college student athletes for reference). Assuming the EA Sports deal is a sign of things to come, today’s college student athletes may enjoy a wide range of ways to earn money, including emerging Name, Image, and Likeness (NIL) deals and other unique opportunities that were not available just a few years ago. This new safety net, in theory, could guard against a number of issues and concerns:
- Student athletes will no longer have to claim “dummy majors” to simply stay eligible in hopes of playing well enough to one day earn money in the pros (especially if they are able to maximize NIL earnings while playing in college).
- Student athletes will not have to take risks regarding their amateur status (thereby preserving integrity), especially as it applies to when and how they can make money.
- Student athletes can enhance their professional development by including things like being in a video game on their resume, leading to healthy conversations during job interviews and other potential networking opportunities.
- Student athletes can feel better about their overall experience as a student athlete, rather than leave feeling bitter when they see the school cash in, yet they still struggle getting their careers moving after sport retirement.
Where this NIL model will eventually land is difficult to say, as recent changes have provided student athletes with more control than they have ever experienced before. Will this be as good as it ever gets, or will additional accommodations and concessions be offered up in the years ahead?
Final thoughts
College student athletes have spoken, and the tide is finally starting to turn. While companies like EA Sports enjoyed amazing (and free!) fiscal profits from using college football players likeness in the past, that will no longer be the case moving forward as they work to pay current athletes for their likeness. Will $600 and a free video game do the trick? For now the answer appears to be “yes,” but as college student athletes begin to more regularly see their overall value toward video games like College Football 25, it isn’t a stretch to think even better financial deals loom in the near future.
drstankovich.com
