The Right to Economically Benefit from the Name, Image, and Likeness of Collegiate Athletes: Perspectives on House v. NCAA and Antitrust Law in the United States

Abstract

This academic article aimed to examine the right to economically benefit from the name, image, and likeness (NIL) of collegiate athletes, with particular attention to the implications of House v. NCAA and antitrust law in the United States. The study found that the recognition and granting of rights to collegiate athletes over their NIL for income generation and marketing purposes have become increasingly widespread. Sports organizations and relevant stakeholders have acknowledged the importance of protecting each athlete’s right to earn income from their NIL when athletes’ NILs are introduced into the sports market for both international and national audiences. An illustrative example is the 2025 ruling in House v. NCAA, a dispute between House and others against the National Collegiate Athletic Association (NCAA) and its affiliates. This case serves as a significant study of the role of sports governing bodies responsible for regulating collegiate athletic competitions within the U.S. sports business market. The article highlights that the ruling of the U.S. court in House v. NCAA established a precedent requiring the NCAA to conduct its sports business operations in a manner that does not infringe upon collegiate athletes’ rights to economically benefit from their NIL. It further emphasizes that sports clubs under the NCAA are obliged to strictly comply with this standard to prevent monopolistic practices or any commercial conduct that could restrain free trade.