WCU grapples with cost, resources amid changes in NCAA policy
For decades, college athletes generated millions of dollars in revenue for universities in exchange for a full tuition scholarship, at best. But a series of lawsuits beginning in the late 2000s — and a cultural shift toward athlete equity — paved the way for a monumental National Collegiate Athletic Association decision. The policy change, effective July 1, 2021, allowed these players to profit from any promotional use of their name, image and likeness, known as NIL, in company marketing.
