The world of college athletics has changed dramatically since the NCAA’s “Name, Image, and Likeness” (NIL) rule came into play in 2020. Now, student-athletes can actually earn money from their own brands, which is a pretty big deal.
BYU President Shane Reese and Advancement Vice President Keith Vorkink recently talked about how a faith-based school like BYU is dealing with all this. They’re trying to stay true to their mission and still compete with the best in the Big 12. It’s not easy, but their perspective gives a glimpse into the unique challenges and possibilities NIL brings for a school with its own set of values and financial quirks.
Understanding the NIL Rule and Its Impact
The NIL rule has turned college sports on its head by letting athletes make money off their names and images. At first, these payments were pretty modest—just enough to help with rent and groceries.
But things escalated quickly. Now, schools can share millions in revenue with their players. The change really took off after Arizona swimmer Grant House sued, saying student-athletes weren’t getting a fair shake for what they brought to the table.
Revenue Sharing at BYU
Colleges can now hand out up to $20 million a year straight to their student-athletes. That’s huge, but it’s also a headache for schools like BYU. President Shane Reese pointed out that athletic departments usually scrape by with thin margins, juggling facility upgrades, coach salaries, and all sorts of expenses.
So, carving out funds for revenue sharing took some serious number crunching. BYU decided to jump in and share revenue, leaning on its solid financial footing to make it work.
There’s a common myth that BYU’s athletic department is bankrolled by church tithing. Actually, all the money comes from media rights, ticket sales, corporate sponsors, and donors. This setup lets BYU stay financially independent, never dipping into debt and always living within its means.
Conditions and Principles Guiding BYU’s NIL Strategy
BYU’s NIL game plan is built on a few non-negotiables. For starters, church money is off-limits for sports. They also refuse to take on debt, which means they don’t spend what they don’t have.
It might mean their facilities aren’t the flashiest, but it keeps the program strong for the long haul. That’s a trade-off they seem pretty comfortable with.
Donor Contributions and Transparency
Donors have become even more important to BYU’s NIL approach. Donations to the athletic department are up, helping fund these new revenue-sharing deals. Still, BYU doesn’t want to get into bidding wars over athletes.
They’re not interested in being the school that pays the most. Instead, they try to stay competitive without setting the pace. Take AJ Dybantsa, the country’s top recruit—he picked BYU for reasons that went beyond just money.
Transparency is a big deal here too. Every external NIL deal has to go through the College Sports Commission. They make sure deals are legit, at fair market value, and not just thinly veiled pay-for-play schemes.
Balancing Athletic Success with Mission Integrity
BYU’s board of trustees—led by the prophet and apostles of The Church of Jesus Christ of Latter-day Saints—expects the athletics program to reflect the school’s core mission. That’s a tough line to walk when you’re also trying to recruit top talent.
President Reese insists that BYU’s uniqueness and mission aren’t roadblocks. If anything, they’re what set the program apart in the crowded landscape of college sports.
Morale and Team Dynamics
The NIL rule can make things awkward in the locker room. When some players pull in way more cash than others, it’s easy for resentment to creep in.
BYU has tried to keep things positive by focusing on relationships, not just transactions. Open conversations about how revenue sharing works have helped smooth over some of those rough edges.
Gender Equity in NIL
NIL deals tend to favor male athletes, but BYU’s made an effort to level the field. Early on, a donor stepped up and provided funds specifically for NIL deals for every female athlete at BYU.
It’s a clear sign that the university wants its female athletes to have the same shot at building their brands and earning some recognition—and, honestly, some cash, too.
The Future of NIL at BYU
BYU is still figuring out the twists and turns of the NIL era. The university isn’t letting go of its core principles or its mission anytime soon.
They’re looking to lean into what makes BYU different. The idea is to draw in student-athletes who actually connect with BYU’s values.
If you want more details on BYU’s NIL approach, there’s a solid conversation with President Shane Reese and Vice President Keith Vorkink on the Deseret Voices episode.
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