New Proposal Could Broaden Use Of College Players In Ads
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NCAA Proposal Could Broaden
Schools' Use Of Players Images In Ads |
A new NCAA proposal would “broaden the way companies are allowed to use college athletes" in ad campaigns, giving schools “more opportunities to trade on players’ popularity,” according to Lauren Smith of the CHRONICLE OF HIGHER EDUCATION. Athletics officials supporting the proposal, which will be voted on in January, claim that they “aren’t seeking to exploit athletes, and that the changes would align outdated NCAA rules with today’s technology.” However, critics of the proposal said that athletic departments “are going too far, allowing sponsors to expand their reach without compensating players for the use of their likenesses in commercial promotions.” Knight Commission on Intercollegiate Athletics Exec Dir Amy Perko said any move to increase players’ images in ads is “misguided.” Smith reports that under the proposal, companies would be able to “advertise their products and services in association with pictures or images of college athletes, as long as the players do not specifically endorse the products.” The proposal states this would give the NCAA “greater flexibility in developing relationships with commercial entities that benefit the athletics programs.” Present rules concerning allowable endorsements deal only with printed ads, but the change would give athletic departments “guidance in dealing with evolving media such as streaming Internet and cellphone technologies.” Baylor Univ. Faculty Athletics Rep Michael Rogers said, “There was some fear originally that it would allow a student-athlete to hold up a can of soda and say, Buy this, drink this. That’s not what we’re doing” (CHRONICLE OF HIGHER EDUCATION, 10/5 issue).
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