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180 LOYOLA OF LOS ANGELES ENTERTAINMENT LAW REVIEW [Vol. 44:3
B. Benefits to the NCAA
Now more than ever, the NCAA is in an era of heightened scrutiny and
weakened legitimacy, largely due to conference realignment, the College
Football Playoff, and the legalization of athlete NIL rights.
85
As the South-
eastern and Big 10 Conferences continue to increase concentration of top-
tier institutions, they gain autonomy and leverage relative to the NCAA.
86
While the NCAA sanctions the Division 1 Football Championship Series
(“FCS”), the elite Football Bowl Series (“FBS”) schools all compete for a
place in the College Football Playoff.
87
In July 2021, NCAA athletes became
able to profit from NIL deals for the first time following the implied stance
of approval from the United States Supreme Court in NCAA v. Alston.
88
The
NCAA was seemingly caught off-guard because rather than providing a uni-
form policy on NIL, the NCAA’s interim policy largely deferred to state law
and individual school reporting requirements.
89
Then, in April 2022, the
85. See Lawrence W. Judge & Jeffrey Peterson, Reframing the Collegiate Facilities Arms
Race: The Looming Impact of NIL and Conference Realignment, 13 J. OF APPLIED SPORTS MGMT.
36, 36 (2021), https://trace.tennessee.edu/jasm/vol13/iss2/8/ [https://perma.cc/6FGL-7Z4V].
86. See College Football Conference Realignment Tracker: Remaining Questions, Next
Steps After Latest Shake-Up, ENT. AND SPORTS PROGRAMMING NETWORK (Nov. 11, 2021, 10:27
AM ET), https://www.espn.com/college-football/story/_/id/32465132/college-football-confer-
ence-realignment-tracker-remaining-questions-next-steps-latest-shake-up [https://perma.cc
/SGN6-VU8Q]; see also Adam Rittenberg, Big Ten Adds Oregon, Washington As Newest Members
in Blow to Pac-12, ESPN (Aug. 4, 2023, 7:35 PM), https://www.espn.com/college-football/story/
_/id/38135852/big-ten-adds-oregon-washington-newest-members-blow-pac-12 [https://perma.cc
/9NJH-RXA9] (“The Big Ten added Oregon and Washington as new members Friday, strengthen-
ing the Western flank of the rapidly growing conference while dealing a major blow to the Pac-
12.”).
87. See Brandon Marcello, Why the NCAA Doesn’t Control College Football and Never
Will, 247SPORTS (Jul. 23, 2020), https://247sports.com/Article/-Why-1984-Supreme-Court-ruling-
explains-why-NCAA-does-not-control-college-football-amid-coronavirus-COVID-19-pandemic-
149461659/ [https://archive.is/u6Mkf].
88. Nat’l Collegiate Athletic Ass’n v. Alston, 141 S. Ct. 2141, 2167–69 (2021) (Ka-
vanaugh, J., concurring); Andrew Brandt, Business of Football: The Supreme Court Sends a Mes-
sage to the NCAA, SPORTS ILLUSTRATED (June 29, 2021), https://www.si.com/nfl/2021/06/29
/business-of-football-supreme-court-unanimous-ruling [https://perma.cc/6KLA-LEMB] (“The
NCAA seems to be throwing up its hands, perhaps too rattled from the Alston decision to enact any
policy restricting college athletes at this time.”).
89. Michelle Brutlag Hosick, NCAA Adopts Interim Name, Image and Likeness Policy,
NCAA (June 30, 2021, 4:20 PM), https://www.ncaa.org/news/2021/6/30/ncaa-adopts-interim-
name-image-and-likeness-policy.aspx [https://archive.is/acIfT] (“The policy provides the follow-
ing guidance to college athletes, recruits, their families and member schools: Individuals can en-
gage in NIL activities that are consistent with the law of the state where the school is located.