College Athlete Sponsorship: Are Sports Marketers Ready?

Are sports marketers ready for new NCAA rules allowing college student athletes to benefit from their name, image and likeness starting with the 2021-22 academic year? Is there a female student athlete advantage? How about one for “first movers?”

Former student athlete Blake Lawrence of Opendorse and Ray Katz of Collegiate Sports Management Group and Columbia University discuss the challenges and opportunities of engaging student athletes with Tony Pace of MASB, the Marketing Accountability Standards Board.


For more on sponsorship accountability issues, visit the FINANCE in MARKETING Library.