Name, Image and Likeness (NIL)

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Policy Number:
UW-630
Responsible Office:
Athletics

University Policy

Rationale/​Purpose:

The purpose of this policy is to outline the expectations for the use University of Wisconsin-Madison student-athletes name, image, and/or likeness for commercial purposes. This policy is subject to governing state and federal law and applicable regulations (e.g., as put forth by the College Sports Commission (CSC), National Collegiate Athletic Association (NCAA), and Big Ten Conference).

Definitions:
Official Team Activities
With respect to any of UW­-Madison’s varsity intercollegiate athletic teams and regardless of whether the activity takes place on or off campus, all:
  • Team-organized activities, workouts, practices, games or other competitions, and sports camps or clinics operated by the Division of Intercollegiate Athletics or its coaches;.
  • Athletics-related photographs (whether still or moving), including individual photographs; and
  • Interviews or press conferences, public appearances, and when speaking for or acting as a representative of the team.
Third-Party NIL Activity
Any instance of a non-university entity providing consideration to a student-athlete for use of their name, image, likeness or appearance to advertise or endorse the use of a commercial product or service or to support non-commercial (e.g., charitable, educational, nonprofit) entities or endeavors. Additional details on the scope of NIL activity are available on NCAA.org.
Scope:

This policy applies to varsity intercollegiate student-athletes.

Policy:

  1. Student-Athlete Education and Support

    The Division of Intercollegiate Athletics will provide education to its student-athletes regarding name, image, and/or likeness activities including, but not limited to, providing educational programming on name, image, and/or likeness and associated laws and regulations, assisting with compliance and disclosure expectations as articulated by governing state and federal law and industry regulations (e.g., the CSC, NCAA, and Big Ten Conference), and serving as a resource by providing information on various name, image, and/or likeness matters.

  2. Student-Athlete Financial Aid

    1. A student-athlete’s receipt of consideration for use of their name, image, and/or likeness is not a financial aid grant under 2025 Wisconsin Act 203, but may impact eligibility for Pell Grant, federal aid, and other need-based aid.
    2. All financial and tax implications related to consideration for the use of a student-athlete’s name, image, and/or likeness are the responsibility of the student-athlete.

  3. Use of Institutional Names, Logos, Symbols, and other Trademarks

    1. A student-athlete may identify themselves as a student-athlete at the university while engaging in third-party NIL activities.
    2. University trademarks, logos, symbols, phrases, slogans, or any other university intellectual property may be used in a student-athlete’s third-party NIL activity, if those rights have been secured through Badger Sports Properties or the University’s Office of Trademark Licensing (OTL), as applicable.
    3. Licensing agreements pertaining to retail products may be sourced through the OTL, to the extent the desired rights are available, and are appropriate in the judgment of that office.

  4. Use of Facilities

    1. Unless rights to use university trademarks, logos, symbols, phrases, slogans, or any other university intellectual property have been secured through Badger Sports Properties, student-athletes will not be allowed to utilize Division of Intercollegiate Athletics facilities while engaging in third-party NIL activities. Any facility usage for these purposes must be coordinated through Badger Sports Properties.
    2. With the exception of Division of Intercollegiate Athletics facilities, student-athletes will not be permitted to use other university facilities/property for third-party NIL activities.

  5. Restrictions

    A student-athlete may not enter into an agreement for, or participate in, a third-party NIL activity if any of the following applies:
    1. Any provision of the agreement conflicts with existing university or UW System contracts or policies. This includes any contractual requirement to use, wear, or display certain brands during official team activities.
    2. The activity would involve endorsement of cigarettes; tobacco products; electronic vaping devices; alcoholic beverages; gambling, including sports betting and casino gambling; banned athletic substances, including anabolic steroids; any illegal substance or illegal activity; or any other activity prohibited by the university or UW System.
    3. The activity would contain obscene, indecent, or profane material.
    4. The activity would ridicule, exploit, or demean persons on the basis of their age, color, creed, physical or mental disability, physical appearance, national origin, citizenship, veteran status, marital status, race, religion, sex, sexual orientation, gender, or gender identity.
    5. The activity would adversely affect the university’s reputation.

  6. Disclosure

    1. Student-athletes must disclose agreements for third-party NIL activities to the university before entering into the agreement.
    2. Student-athletes are required to report all agreements for third-party NIL activities to the NCAA-designated name, image, and/or likeness clearinghouse. Failure to disclose all required contracts or payments may result in disciplinary action, including but not limited to loss of eligibility.

  7. Agents

    Student-athletes may obtain professional representation (agent or licensed attorney) for marketing and facilitation of payments for the use of their name, image, and/or likeness, and as permitted under NCAA and CSC rules.
Related UW-Madison Policies:
Related UW–Madison Documents, Web Pages, or Other Resources:

NIL Frequently Asked Questions

External References:

Opendorse

Policy Administration

Approval Authority:
Director of Athletics
Policy Manager:
Sr. Associate AD for Administration and Legal Affairs
Contact:
Sr. Associate AD for Administration and Legal Affairs -- Jeffrey Schmidt, js3@athletics.wisc.edu, (608) 890-3962
Associate Athletic Director for Governance and Regulatory Affairs -- Dan Rohrer, DPR@athletics.wisc.edu, (608) 263-7465
Effective Date:
07-01-2021
Date Issued:
07-01-2021
Revised Dates:

07-01-2022, 06-10-2026

Reviewed Dates:

07-01-2022, 06-10-2026

Retrieved:
07-18-2026 03:57:21