Fordham Athletics Prepare For The World Where Students Can Now Earn Themselves A Living

Fordham Athletics Prepare For The World Where Students Can Now Earn Themselves A Living 

     Between the creation of new state laws and National Collegiate Athletic Association (NCAA) rule changes that went into effect on July 1st of 2021, student athletes, across a large variety of sports now have new protections and opportunities to make money by selling their Name, Image and Likeness; now collectively referred to as (NIL) rights. {As of this writing there are no laws in place here in New York State.} To begin, colleges and universities won’t be paying their athletes. This will be the part of a new relationship students can enter into with a host of third parties. However, institutions-like Fordham-do have oversight of their athletes’ NIL deals. 

     More complicated questions are arising on such endorsements related to sports betting, sexually oriented businesses or the ability to endorse a firearm even if it may be available for legal purchase. Additionally, what are the responsibilities of academic institutions when young people, typically between 18 to 22 years of age, might now be presented with large sums of money that they may, or may not, be prepared to handle properly. Now that the end of amateurism is at hand, particularly on the recruiting trail, some of the questions about NIL were recently addressed by Ed Kull, the Director of Athletics & Senior Director of Development at Fordham University. 

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     Mr. Kull comes to Fordham with over 14 years of experience in sports marketing, business experience, higher education fundraising and athletic development. In May of 2020, he was appointed Director of Athletics & Senior Director of Development at the university. He completed his undergraduate study at SUNY Stony Brook. He received his MBA from St. John's University, where he also completed an Education Doctorate (Ed. D) in Educational Leadership and Instructional Leadership. He has held positions in the business world as a sports marketing manager for Coca-Cola companies.

Prior to his promotion the Athletic Director, Kull held the position of Senior Director of Development and Senior Associate Athletic Director at Fordham University

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Question 1: 

Bergin: What was your personal reaction when you realized student-athletes will now be allowed to make money from Name, Image and Likeness (NIL)? 

Kull: I was supportive, thought it was fine that our student-athletes get to earn some dollars. 

Question 2: 

Bergin: In a recent press release, your office has mentioned some available classes that Student-Athletes will be able to take to improve the business acumen in this new era of NIL. Can you discuss some of the specifics and whether students will be required to take these courses? 

Kull: It is not required to take these classes but it is encouraged. We want to make them as comfortable as possible when it comes to handling money. Additionally, we have obtained the expertise of some of our Fordham faculty to act as volunteer advisors. 

Question 3: 

Bergin: Yes, they may not be accustomed to handling money. So college athletes can use a professional services provider for NIL activities such as investing? 

  Kull: … and paying taxes, investing, and so on. I remember what I was like at 22 years old. 

Question: 4 

Bergin: Any other factors I’m not thinking about? 

Kull: There are many factors involved, such as financial aid. Not all varsity athletes are on full-scholarships. There are other legal support instructions such as International student aid packages. Choices (selection) related to professional service providers are up to each student-athlete. 

Question: 5 

Bergin: Do you see NIL as a concern, or opportunity, for just the money generating sports like football and basketball? 

Kull: No, there can be opportunities and concerns across all sports. Don’t forget, Fordham has 22 varsity teams and 15 club sports. 

Question 6: 

Bergin: With these monies gained from Name, Image and Likeness activities, there is the possibility that these dollars can accentuate the differences between the “haves” and “have nots” between teammates. Do you think this will have an impact on team chemistry among the members on a particular team? 

Kull: That’s an excellent question. You might have read the article about the (University of) Alabama Quarterback who has already gained a million dollars in NIL monies before he even takes a snap from center this season. It is not likely to be as extreme at Fordham University, at least not now. 

Question 7:

Bergin: Will student-athletes be allowed to wear their uniforms while making personal appearances under NIL? 

Kull: Branding for the university consists of a number of items: Primary logo (Fordham) versus secondary “marks” uniforms, etc. (See below.) Additionally, there are requirements for use of athletic marks versus university marks. No logos, marks, etc. are (typically) allowed! The exception may include one of our eighteen to twenty corporate boosters where there are existing licensees. 

Question 8: 

Bergin: Can you provide an example that you are looking for? 

Kull: Things like apps on a phone or even images on T-Shirts. We have not seen any examples, yet, to be concerned with, but we are having conversations with the campuses bookstores and with alumni and boosters. Issues like this will be inevitable. 

Question 9: 

Bergin: It has been suggested that fans root for the laundry. In other words, the star point guard on the basketball team is valuable to vendors because of the Fordham First connection? Or, is that they are leading the conference in assists? Does that come second? What are your thoughts here?   

Kull: That is an interesting theory. All I can mention is the bigger school picture. I have a background in marketing in the private sector. One thing Fordham would like to do is use these opportunities to build our brand name. 

Question 10: 

Bergin: Does Fordham deserve a share in the proceeds since the school is offering up the opportunity for monies to be collected through NIL? 

Kull: No. We may have agreements with some of the same vendors, marketeers, but monetary arrangements, for students, are separate. 

Question 11: 

Bergin: What if a student-athlete wants to venture into political events/fundraisers. Would there be any restrictions if they fly-in-opposition to something Fordham stands for? 

Kull: If political issues come up, students’ First Amendment rights will never be far away. That is one reason there will be restrictions on the usage of Fordham images and logos in many of these NIL situations.

 

Question 12: 

Bergin: I have noticed other schools-via their communications and marketing dept-have clamped down on sports teams going in their own direction when it comes to altering the school logo for example. 

Kull: We are working to instill a role of influencer administrator so that teams are compliant with the same message. In marketing, it is the right message; to the right audience; with the right frequency. Check out our CONSISTENCY STYLE GUIDE. (See below). 

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Fordham Athletics Brand Standards: https://drive.google.com/file/d/1bZ6N5bdXVzU12Ifoyy4ZMnDpQxexdKY7/view 

Kevin Bergin administers the Fordham Class of 1980 Facebook site: https://www.facebook.com/groups/537184563628982