[DC 86]

The name and likeness issue is easily avoided. Don’t market individuals. That avoids the University having to pay. The athletes themselves will be able to cash in through social media etc. It will be interesting to see how universities work around the issue on things like promoting players for awards,  billboards (Stanford of course always  puts their top players on the billboard.  I expect that to change) radio ads etc.  They are going to have to become a generic, I think.  They no longer will promote individual players in selling tickets etc. 

I don't see things unfolding that way. Athletes indeed will cash in through social media influencing as well as traditional media advertising, but those platforms work by leveraging university-sponsored visibility. An athlete maximizes their profile by being on a brobdingnagian billboard on the corner of Galvez and El Camino, or better yet by being the focus of a H-man or Biletnikoff/Butkus/Outland campaign. It would be foolish for an athlete to demand compensation for such promotion (or for a university not to market its own athletes) given thee mutual benefit. No different from up-and-coming entertainers who take part in many events for free knowing that by generating publicity for themselves they will cash in elsewhere. There may be a handful of athletes who become so prominent that they don't need the university platform (e.g. someone like Tim Tebow when he was at Florida) but unlikely that it will be the case for Stanford football or basketball players.

[DC 86]

The name and likeness issue is easily avoided. Don’t market individuals. That avoids the University having to pay. The athletes themselves will be able to cash in through social media etc. It will be interesting to see how universities work around the issue on things like promoting players for awards,  billboards (Stanford of course always  puts their top players on the billboard.  I expect that to change) radio ads etc.  They are going to have to become a generic, I think.  They no longer will promote individual players in selling tickets etc. 

I don't see things unfolding that way. Athletes indeed will cash in through social media influencing as well as traditional media advertising, but those platforms work by leveraging university-sponsored visibility. An athlete maximizes their profile by being on a brobdingnagian billboard on the corner of Galvez and El Camino, or better yet by being the focus of a H-man or Biletnikoff/Butkus/Outland campaign. It would be foolish for an athlete to demand compensation for such promotion (or for a university not to market its own athletes) given thee mutual benefit. No different from up-and-coming entertainers who take part in many events for free knowing that by generating publicity for themselves they will cash in elsewhere. There may be a handful of athletes who become so prominent that they don't need the university platform (e.g. someone like Tim Tebow when he was at Florida) but unlikely that it will be the case for Stanford football or basketball players.