In 2021, college athletics took a sharp turn. The NCAA finally let athletes profit from their Name, Image, and Likeness (NIL), and honestly, it’s been a game-changer.
Now, student-athletes can actually make money off their own brands. Pepperdine University, like a bunch of other schools, is still figuring out how to help its athletes tap into these new opportunities.
There are resources popping up, but it’s a learning curve for everyone. Let’s take a look at how Pepperdine and some other universities are handling this new world, what hurdles athletes face, and a few of the creative solutions out there.
Pepperdine’s Approach to NIL
Pepperdine’s been pretty proactive about supporting student-athletes in the NIL space. They rolled out the Waves Exchange, which acts as a marketplace where brands can connect directly with athletes for NIL deals.
This platform, built in partnership with INFLCR, gives athletes some solid tools for building their brands and finding ways to monetize. It’s not perfect, but it’s a start.
The Waves Excellence Collective
In October 2024, Director of Athletics Tanner Gardner introduced the Waves Excellence Collective. It’s an independent group focused on getting Pepperdine athletes involved in community service in exchange for NIL benefits.
This collective gathers support (and funding) from alumni and other backers, channeling it to student-athletes. Gardner pointed out that while schools can’t pay athletes just to play, new legal settlements now let colleges compensate athletes directly.
That’s a pretty big shift in how schools can back their athletes, financially speaking. Maybe it’s overdue?
Educational Initiatives and Challenges
Pepperdine tried to get ahead by educating athletes about NIL. Not long after the 2021 rule change, they offered free, non-credit NIL courses taught by Alicia Jessop, who’s both an attorney and a Sport Administration professor.
These classes were supposed to help athletes learn how to build and cash in on their personal brands. Unfortunately, turnout was low, and the courses were eventually dropped.
Building a Personal Brand
Jessop stressed that athletes really need to become content creators if they want to stand out. She says it’s all about building a real audience—posting on social media, sharing authentic stories, and finding what clicks with followers.
Even though the NIL courses didn’t last, Jessop still teaches a sports sponsorship class in the Sport Administration program. It’s open to everyone and focuses on building and selling sponsorships, which is basically at the heart of NIL.
Real-World Experiences and Feedback
Student-athletes at Pepperdine have had mixed feelings about NIL so far. Cross Country/Track runner Rowan Nilsen said the university gives enough support, but actually landing sponsorships is tough.
He thinks it comes down to luck sometimes—being in the right place when a company’s looking. There’s no magic formula.
Practical Difficulties
Women’s Soccer junior defender Peyton Leonard shared that she’s struggled with the sponsorship process too. She wishes there was more guidance on how to market and brand themselves because it’s not always obvious.
Pepperdine’s also partnered with Influxer, an opt-in platform for NIL opportunities through merch sales. It’s another option, but honestly, the university could do more to show athletes how to make the most of it.
Comparative Insights from Other Universities
Other schools have their own takes on supporting athletes with NIL. UCLA, for example, has an athlete-driven NIL-Club where athletes can create and sell their own merch.
Freshman Scott Taylor, a defensive end for UCLA Football, said the club’s been helpful, but he thinks it could use more on-campus promotion. Not everyone even knows it’s there.
UC Riverside’s Approach
At UC Riverside, Cross Country/Track runner Joy Weber uses platforms like Influxer to get her name out. She’s also co-president of UCR’s Student Athletic Advisory Committee (SAAC) and believes social media is crucial for athletes trying to build a brand these days.
Weber mentioned that, while the SAAC does help promote student-athlete media, there’s still room for improvement in how much support and representation athletes get from the administration. It’s clear there’s still work to do to make NIL work for everyone.
The Road Ahead
The NIL landscape keeps shifting, and universities have to keep up. Pepperdine’s rolling out things like the Waves Exchange and the Waves Excellence Collective, which is honestly a solid move.
Still, there’s more to do. Athletes could use more guidance and practical tools if they’re going to thrive in this new NIL world.
If you want to dig deeper into how Pepperdine’s gearing up for all these changes, check out the full article here.
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