The ex-CEO of the agency behind ‘Jerry Maguire’ says NIL is still the Wild West—and parents are part of the problem
Source: Fortune ·
College athletes became paid players and brand spokespeople almost overnight. Meltzer argues they still lack a framework and trustworthy advocates, even as Congress and the Big Ten move to impose order.
From the source
College sports have long been big business, but the game has changed fast for the athletes on the field. They have been turned into paid players and brand spokespeople without the guidance and support they need to succeed, according to David Meltzer, an author, entrepreneur, and podcast host who has worked both sides of the negotiating table. He was CEO of Leigh Steinberg Sports & Entertainment, the agency that inspired the film Jerry Maguire. He also cofounded Sports 1 Marketing with Hall of Fame quarterback Warren Moon. Meltzer sat down with Fortune for a wide-ranging conversation about the state of college athletics and name, image, and likeness (NIL) deals. Why NIL is still the Wild West College athletes have been allowed to earn money from their name, image, and likeness since July 2021. They can sell those rights to brands, collectives, donors, and their own followers, and since the House v. NCAA settlement took effect in 2025, they can also be paid directly by their schools.…
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