How does NIL change the game for athletes and sports law?

Aaron Hernandez

Assistant Dean, Executive Director of Allan Bud Selig Sports Law and Business Program

Aaron Hernandez is ASU Law’s Assistant Dean and Executive Director of the Allan “Bud” Selig Sports Law and Business Program, overseeing strategy, operations and student success. He previously served as the NCAA’s Associate Director of Football.

What is NIL and why does it matter now?

Name, image and likeness (NIL) has completely reshaped what it means to be a college athlete. For the first time, student-athletes can profit from who they are, not just how they play. They can sign endorsement deals, appear in ads, promote brands online and build a business around their identity.

But this new freedom also comes with risk. Every NIL deal involves contracts, compliance rules and negotiation. That’s where sports law comes in, and where the next generation of sports law professionals has a real opportunity to make a difference and lead innovation in this space.

At ASU Law, we see NIL as a defining moment in the business of sports. It’s not just a policy change; it’s a new playing field where law, ethics and entrepreneurship collide.

How does NIL impact sports law and business careers?

The growth of NIL has created a wave of demand for professionals who understand both the legal and commercial sides of sports. Teams, brands and athletes all need guidance — that’s where education matters most.

Students who study NIL and sports law today are preparing to:

• Draft and negotiate athlete endorsement contracts
• Advise schools, leagues and brands on compliance and ethics
• Protect athlete rights and intellectual property
• Build partnerships between athletes and sponsors
• Develop NIL strategies that align with NCAA and state laws

If you’re drawn to the business of sports, this is one of the most exciting times to enter the field.

Why study sports law and business at ASU Law?

At the Sandra Day O’Connor College of Law, our Allan “Bud” Selig Sports Law and Business (MSLB) program was designed for exactly this moment. We combine the rigor of a top-ranked, ABA-accredited law school with the real-world business insight of the sports industry.

You’ll learn from faculty who work directly with leagues, teams and agencies. You’ll study in Phoenix, one of the nation’s most dynamic sports markets, where partnerships with organizations like Sun Devil Athletics, the Arizona Diamondbacks and the Phoenix Suns open doors to hands-on experience.

Most importantly, you’ll be part of a community that lives and breathes sports. Our students come from diverse backgrounds — former athletes, business professionals, lawyers and entrepreneurs — all sharing a passion for shaping the future of sports.

What can you do with a sports law degree from ASU?

Graduates from our program are now leading across the industry. They work with professional teams, law firms, marketing agencies and universities — helping athletes and organizations navigate the complex NIL landscape.

Our alumni have taken on roles such as:

• Sports agent or athlete-representation advisor
• Compliance and governance manager
• Brand partnership strategist
• Legal counsel for sports organizations or media companies

The NIL era is about empowerment, and ASU Law gives you the tools to turn that empowerment into a career.

Ready to step onto the field?

If you’re passionate about sports, law and business, this is your moment to make an impact. At ASU Law, we’re helping students not only understand NIL — but actively shape where it goes next.

You can learn more about the Master of Sports Law and Business program and connect with our admissions team to explore how this degree fits your career goals.

NIL has changed the game. The question is — are you ready to play it differently?