Changing The Game: Examining the Impacts of Name, Image, and Likeness Legislation on Dominance within NCAA Division 1 Men’s Basketball

On July 1, 2021, the National Collegiate Athletic Association (NCAA) implemented a policy change allowing collegiate athletes to benefit from their name, image, and likeness (NIL), enabling them to earn additional income through partnerships without penalty. This shift sparked widespread debate regarding its potential impact on competitive balance and dominance within college athletics—a principle the NCAA has long cited in defense of its amateurism model. Controlling for player, coach, and institutional characteristics, this study estimates a comprehensive model to assess the relationship between the presence of NIL opportunities and team success. We found no evidence that NIL alone has significantly influenced competitive dominance in college basketball. Rather, the results suggest that a range of factors beyond NIL continue to shape athletic success. As college athletics evolve, these findings underscore the importance of evaluating competitiveness through a holistic framework. In this new era, institutions must develop clear and consistent strategies that align with their broader team philosophical strategies.