Boise State University’s shaking things up in college sports with its BroncoPRO program. Led by Assistant Professor Sam Ehrlich, who knows a thing or two about Name, Image, and Likeness (NIL) rights, the university is carving out new paths for student-athlete success and legal compliance.
This initiative isn’t just about NIL payments. BroncoPRO gives student-athletes real support, so they’re actually ready for the twists and turns of today’s sports industry.
The Changing Landscape of College Sports
For years, college athletes couldn’t profit from their own name, image, or likeness, even though they fueled a multi-billion-dollar business. The NCAA’s grip on amateurism has loosened, thanks to a string of lawsuits that tipped the scales in favor of athletes.
In 2021, the Supreme Court ruled that the NCAA’s limits on education-related benefits broke antitrust laws. That was a serious turning point.
The Impact of NIL Legislation
NIL legislation first appeared in 2019, letting college athletes sign endorsement deals with outside brands—but not with their own schools. Suddenly, athletes could cash in on their personal brands.
Then, the Grant House vs NCAA settlement in spring 2025 changed the game again. Now, Division I athletes can get paid directly by their schools and even strike NIL deals with them, since they’re treated as independent contractors.
Boise State’s Proactive Approach
Boise State saw these changes coming and launched BroncoPRO in November 2024. The program isn’t just about payments—it’s about giving student-athletes the tools and know-how to thrive in sports and beyond.
The mission? Attract and keep top talent by offering real NIL advice, financial planning, and help with building a personal brand.
Comprehensive Support for Student-Athletes
BroncoPRO’s all-in approach is what really sets it apart. Athletes get expert guidance, so they’re not left guessing about NIL deals.
They learn how to read contracts, spot scams, and manage their money. In a world where the rules are still being written, that kind of support can make all the difference.
Expert Guidance from Sam Ehrlich
Sam Ehrlich, who’s made a name for himself in sports law, has played a key role in shaping BroncoPRO. His research on fairness and NIL rules keeps Boise State ahead of the curve.
With Ehrlich’s input, the program sticks to the latest legal and ethical standards, giving student-athletes a solid base to work from.
The Role of Education in NIL Success
Ehrlich brings his expertise straight into the classroom, offering students a closer look at the business side of college sports. This hands-on style helps students really get the legal and financial side of NIL.
Boise State’s College of Business and Economics works closely with the athletic department, giving student-athletes extra insight and resources.
Boise State’s Commitment to Student-Athlete Success
The university’s commitment goes beyond BroncoPRO. Over 30% of Bronco athletes are business majors, and the College of Business and Economics gives them tailored programs to help them manage their money and careers.
Boise State even partners with groups like Robinhood Money Drills to offer more personal finance classes. Athletes get the practical knowledge they need to handle their earnings the right way.
Research and Innovation in NIL
The ever-changing NIL rules have sparked a wave of research at Boise State. Faculty and students are digging into everything from taxes to legal gray areas.
For example, Kathy Hurley, a senior accountancy lecturer, and Lindsey Korson, a first-year grad student, are helping athletes make sense of their tax responsibilities. Their work has even been showcased at national conferences, which says a lot about Boise State’s leadership in this space.
Conclusion
Boise State University is taking a pretty bold approach to NIL with its BroncoPRO program. They’re not just talking about change—they’re actually giving student-athletes real support and practical advice.
It’s clear the university wants its athletes to feel ready for whatever the sports world throws at them. Experts like Sam Ehrlich, along with the College of Business and Economics, are all in, shaping a future that’s honestly pretty exciting.
Curious to dig deeper into Boise State’s NIL efforts? Check out the Boise State News page for more details.
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