Name, Image and Likeness: How LSU is adapting to the new era of collegiate sports in 2024

BATON ROUGE, La. (WAFB) – NIL, or name, image and likeness has changed the landscape of collegiate athletics. Since it’s initial step into existence, which was when the state of California passed legislation that would prohibit schools from punishing student-athletes who accept endorsement money back in September of 2019, collegiate athletics has changed in many ways.

The changes affect recruiting, relationships, and endorsement deals, to name a few.

As a result, universities like LSU have now had to adapt and not only try to maintain success on the field or court to retain and recruit players, but also remain competitive in the NIL space to keep the Tigers at the forefront of this new era.

LSU Athletics has established a program called ‘NILSU’ to help student athletes develop their own personal brands and maximize their opportunities in NIL. While following NCAA, state and federal laws, universities nationwide have used programs like NILSU to help its students in understanding NIL.

According to On3.com, LSU’s Livvy Dunne is the second highest valued NIL athlete in the nation, at $3.9 million. Much of this success can be attributed to the fact that she is an all-American collegiate gymnast and is the most followed NCAA athlete on social media.

There are different ways the community can get involved to support NIL, because while donating money does not necessarily translate to success in-game, it does help recruit athletes.

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