Great meeting with Coach Bruce Pearl and Auburn AD John Cohen discussing NIL’s impact on college sports and student-athletes.

In recent years, the landscape of college athletics has undergone a significant transformation. A pivotal part of that change has been the introduction of the Name, Image, and Likeness (NIL) rights for student-athletes. The decision to allow athletes to profit from their personal brand has been met with mixed reactions, but one thing is clear: NIL is here to stay, and it’s altering the fabric of college sports.

Recently, I had the opportunity to sit down and discuss NIL with two influential figures in college athletics: Coach Bruce Pearl of the Auburn Tigers men’s basketball team and Auburn Athletic Director John Cohen. Both have witnessed firsthand the rise of NIL and its impact on the Tigers’ athletic program. As they spoke about the ways NIL has changed the recruiting process, the way players interact with their teams, and the future of college sports, it became apparent that NIL will continue to shape the next generation of college athletics.

Understanding NIL’s Role in College Athletics

For decades, student-athletes were restricted from profiting off of their own name, image, and likeness. This created a system where college programs, especially those with large financial backing, could bring in top-tier talent, but the athletes themselves were unable to reap any of the rewards from their personal success. That all changed in 2021 when the NCAA announced a temporary suspension of its rules preventing athletes from profiting from NIL. This allowed players to secure endorsement deals, sign autographs for money, and take advantage of their social media platforms.

While NIL was seen by some as a necessary step to compensate student-athletes fairly, others were concerned about its potential negative impact on the integrity of college sports. One of the key discussions surrounding NIL is its potential to create an imbalance in recruitment, with wealthier programs being able to offer larger NIL packages to recruits, potentially tilting the competitive balance of college athletics.

Coach Bruce Pearl, who has been with Auburn since 2014, shared his thoughts on how NIL has reshaped the way he approaches recruiting.

“NIL is definitely a game-changer in recruiting,” said Coach Pearl. “It’s something that recruits are thinking about and talking about all the time now. They want to know what kind of NIL opportunities exist at a program and what those deals can look like. But I always tell recruits that the main thing we’re building at Auburn is a family environment, a culture where you can grow as both an athlete and as a person. If you come here and focus on getting better, the NIL stuff will take care of itself.”

Coach Pearl emphasized that while NIL is undoubtedly a factor in today’s recruiting process, it’s not the only factor. Auburn has been successful in building a strong culture of excellence both on and off the court, and that’s something Pearl continues to stress to recruits. However, there’s no denying that NIL is a new reality that has to be embraced in today’s world of college sports.

Auburn’s Approach to NIL: Creating a Balanced Approach

John Cohen, Auburn’s Athletic Director, spoke at length about how the school is adapting to the new NIL landscape. Cohen, who took over as AD in 2022, has been focused on ensuring that Auburn student-athletes are not only able to take advantage of NIL opportunities but also able to do so in a way that is ethical, balanced, and sustainable.

“Our goal at Auburn is to empower our student-athletes to maximize their potential both in their respective sports and in the NIL space,” Cohen explained. “But we’re also committed to creating a system that’s fair to everyone involved, including our coaches, players, and our fans. NIL can’t just be about the highest bidder winning every time. We need to ensure that our student-athletes are being provided with fair opportunities, but also that we’re preserving the integrity of our sports programs.”

Cohen went on to explain that Auburn has set up systems to help student-athletes navigate the complex world of NIL, including partnerships with third-party companies that specialize in connecting athletes with brands and businesses. These partnerships ensure that Auburn’s athletes are able to receive guidance and professional advice when negotiating NIL deals. At the same time, Auburn has taken steps to ensure that these opportunities are aligned with the values of the school and the athletic department.

“We’ve made it a point to have a structured NIL strategy at Auburn,” Cohen said. “Our student-athletes are receiving education on what it means to represent their school, what it means to be a part of the Auburn family, and how to manage their personal brand in a way that is responsible and sustainable.”

While the process of navigating NIL can be complicated for student-athletes, Cohen believes that Auburn has created a framework that allows athletes to maximize their potential without losing sight of the bigger picture. This includes maintaining a focus on academics, the athletic program’s culture, and, most importantly, the team-first mentality that has made Auburn successful in so many sports.

Balancing the NIL Influence: The Ethical Considerations

One of the ongoing debates surrounding NIL is how to ensure that the system remains fair and ethical. There have been concerns that some programs may use NIL as a tool to recruit players by offering astronomical deals that may not be sustainable or may create unfair advantages.

“It’s important that we keep the integrity of the sport at the forefront,” Cohen stated. “While NIL is important, it should never overshadow the student-athlete experience. Our focus is always going to be on providing opportunities for our athletes to succeed on the field or the court, as well as in the classroom. We don’t want to turn college sports into a free-for-all where the highest bidder wins. We need to make sure that the system remains balanced and that athletes are still getting the holistic college experience.”

For Coach Pearl, ensuring that his team’s culture remains intact despite the changes in the recruiting landscape is paramount. “At the end of the day, it’s about who you are as a person and what you bring to the table,” he said. “If you’re coming to Auburn to just chase a paycheck, then this is probably not the place for you. But if you want to be part of something bigger, to contribute to a winning culture, and to learn and grow as a player and a person, then Auburn is the right place for you.”

This commitment to fostering a culture of hard work, integrity, and discipline is something that both Coach Pearl and Cohen believe will continue to make Auburn a destination for top-tier talent, despite the growing importance of NIL in college sports.

The Future of NIL and College Sports

As the NIL era continues to evolve, it’s clear that the landscape of college sports will continue to change in ways we can’t yet predict. While some worry that NIL may contribute to a shift in the competitive balance of college sports, others see it as an opportunity for athletes to finally receive the compensation and recognition they deserve for their hard work.

For Coach Pearl, it’s important to focus on the bigger picture, which includes fostering relationships with student-athletes, helping them develop their skills both on and off the court, and ensuring they are well-prepared for life after college. “NIL is important, but it’s just one part of the equation,” he said. “The relationships we build with our players, the culture we create, and the preparation we provide for life after basketball—that’s what sets us apart.”

Cohen echoed similar sentiments, noting that while NIL is a game-changer for college athletics, Auburn’s commitment to developing student-athletes holistically is what will continue to differentiate the program. “We’re always going to put our student-athletes first,” Cohen said. “NIL is a new tool, but it’s not going to define Auburn athletics. Our culture, our commitment to excellence, and our focus on developing the whole person will continue to be what sets us apart.”

As the NIL landscape evolves and the role of money in college sports continues to grow, it will be interesting to see how Auburn and other programs continue to adapt. What’s clear, however, is that Auburn is focused on ensuring that their student-athletes are equipped to succeed, both in their sports and in their personal lives. And, as always, the emphasis will be on what it truly means to be a part of the Auburn family.