Connor Blake, University of New England – The NIL Era in College Athletics

On University of New England College of Business Week: The Name, Image, and Likeness era has brought many complexities to college athletics.

Connor Blake, manager of the Center for Sport and Business Innovation, explores the challenges.

Connor Blake is the Manager of the Center for Sport and Business Innovation at the University of New England, where they lead initiatives in sport management, student engagement, and industry innovation. Their work focuses on creating experiential learning opportunities, fostering academic-industry partnerships, and advancing research in sport and business innovation. Blake has a particular interest in the intersections of sport, data analytics, and community impact, with projects spanning parasports, NIL policy, and student entrepreneurship.

The NIL Era in College Athletics

College athletics has entered a new era with the rise of Name, Image, and Likeness—commonly called NIL. For the first time, athletes can earn compensation for endorsements, appearances, and other commercial opportunities, leveraging their unique brands while still competing at the collegiate level.

This policy shift reflects the growing recognition of the value athletes bring to their schools and communities. However, it also introduces new complexities. Different states have different NIL laws, creating a patchwork of rules that schools and athletes must navigate. International athletes face even more hurdles, as visa regulations often limit their ability to participate in NIL opportunities.

Despite these challenges, the potential of NIL is transformative. Athletes now have the chance to gain financial independence, build their professional networks, and prepare for life after sports. For institutions, NIL changes the way they approach recruiting, marketing, and alumni engagement.

At the same time, questions remain. What role should schools play in helping athletes manage these opportunities? How can equity be ensured across sports, genders, and institutions of different sizes? And how do we balance the commercialization of college athletics with its educational mission?

NIL isn’t just about athletes making money—it’s a case study in how business, law, and education intersect in real time. By examining its impacts and challenges, we can better understand how to support athletes and institutions in this evolving space.

The NIL era represents a defining moment in college sports, and its story is still being written.