Why The Public Strongly Supports Paying College Athletes

When student-athletes in 2021 were finally provided the chance to earn money from their name, image and likeness, some feared it would be the end of college sports as we knew it.

Fast forward two years, and the majority of Americans seem ready to let them bank even more bucks.

Nearly 70% of U.S. adults said college athletes should be able to receive direct compensation from their school when asked in a survey conducted this summer by Sportico and The Harris Poll.

“It’s about time,” sports attorney Luke Fedlam, founder of Advance NIL, said. “We have seen over the last 20 years the explosion in the commercialization of college sports. Look at the NCAA [March Madness] tournament. So much money is being made on student-athletes’ abilities. The idea that people are still coming around to is understanding and believing college athletes should receive compensation just makes sense.”

The poll, which surveyed 2,018 people nationally from Aug. 11–13, found 67% agreed college athletes should receive direct compensation from their universities, while 74% of respondents supported athletes’ ability to profit from NIL.

“I think it’s good that athletes are getting their share,” Ohio University sports business professor B. David Ridpath said. “People are starting to come to the realization that not only is it inevitable, it’s really the right thing to do.”

NIL became part of the sports landscape in June 2021 when the NCAA Board of Directors lifted NCAA restrictions on athlete payments for everything from sponsorships to personal appearances.

That same month, the Supreme Court voted unanimously that the NCAA can no longer limit education-related benefits that colleges offer athletes beyond tuition, including computers and internships. As part of what’s known as the Alston ruling, schools are now allowed to annually provide athletes with as much as $5,980 in education-related compensation.

Fedlam said the amount of money being poured into and flowing from collegiate sports has made it clear they are no longer purely about amateurism and love of competition. That means the move toward paying college athletes is an inevitability, not a debate.

“If college sports were solely about education and the benefits that could come from that, college sports would look entirely different,” Fedlam said. “Do we ruin college sports when we pay tens of millions to schools for broadcast rights, when March Madness makes $1 billion, when schools on the West Coast are aligning with Midwest and East Coast conferences to earn more compensation? That’s where sports have come.”

The survey also revealed 64% of respondents think college athletes should become university employees, an idea NCAA president Charlie Baker shot down at the April LEAD1 Association’s annual spring meeting, proclaiming, “I think student-athletes want to be student-athletes, and it’s up to us to figure out how to make that work for them in a variety of environments and in circumstances that are different.”

Democrats were much more in favor of direct compensation for college athletes than Republicans (78%-56%), while people who follow college sports favored the change at 78%, compared to 56% for those who do not follow sports closely.

More than 80% of respondents ages 18-41 supported athlete payments, while people over age 58 were just 48% in favor.

Ridpath said it sounds good in theory to allow athletes to be paid while in college, but to older fans more set in their ways, it is clearly far less accepted.

“The younger demographics are much more savvy than we were because they have access to more information,” he said. “This is the reality now.”