College Sports Reimagined: New NIL Enforcement Begins as Conferences Embrace Change
In a major turning point for college athletics, top conference commissioners are expressing confidence in the sport’s new direction, following the approval of a groundbreaking legal settlement that allows schools to directly compensate athletes. While the framework is still in its infancy, and many specifics remain unresolved, key figures in the NCAA power structure are optimistic that the emerging system—centered on name, image, and likeness (NIL) enforcement—can restore structure to a landscape that has grown chaotic in recent years.
The announcement of the College Sports Commission (CSC), a newly formed oversight body led by former Major League Baseball executive Bryan Seeley, has added momentum to the transformation. Seeley will oversee enforcement of rules surrounding revenue sharing, NIL deals, and roster caps, acting as the central figure in bringing order to the new collegiate sports economy.
Though the ink is barely dry on the historic House v. NCAA settlement, which clears the way for schools to share billions in revenue with student-athletes, the major players are already setting the tone for what lies ahead. But with the enthusiasm comes one enormous question: what happens when the rules are broken?
A New Leader for a New Era
As part of Friday’s court-approved settlement, Seeley’s appointment marks a pivotal moment. He will serve as the enforcer of new policies governing NIL activities, which include third-party endorsements, school revenue disbursements, and limits on athlete compensation. He steps into a role that’s both ambitious and fraught with challenges, as college sports tries to walk the tightrope between fair compensation and competitive balance.
On Monday, five of the most influential conference commissioners—Jim Phillips (ACC), Greg Sankey (SEC), Tony Petitti (Big Ten), Brett Yormark (Big 12), and Teresa Gould (Pac-12)—held a joint virtual press conference to discuss the state of college sports in light of these sweeping changes. Despite the historic nature of the moment, one common theme rang clear: the need for structure.
“This is not just about compensation,” Phillips explained. “It’s about setting up a foundation that finally offers rules, clarity, and oversight—something we’ve sorely lacked for too long. With Bryan Seeley now officially in place, we can begin developing a real roadmap for how this system will operate.”
The commissioners acknowledged that while ideas for enforcement are being discussed, there are currently no hard-and-fast penalties for violations. That said, Phillips emphasized that the groundwork for such regulations is being laid.
Progress Over Perfection
Big 12 Commissioner Brett Yormark offered a pragmatic view, describing the current state of affairs as “progress over perfection.” The goal, he said, isn’t to have all the answers today—but to ensure that schools and athletes know that answers are coming.
“Our institutions have made it clear: they want rules. They want to operate within a framework,” Yormark said. “And those who choose not to follow the rules? There will be consequences. We might not have every penalty written out just yet, but enforcement will be real and it will be felt.”
The rules will become increasingly important as new financial caps and reporting systems roll out. Beginning in the 2025-26 academic year, each school will be permitted to spend $20.5 million annually on direct athlete compensation. That figure will increase incrementally over the next decade.
Additionally, athletes will continue receiving scholarships, healthcare, and academic support—on top of this new form of compensation. NIL deals from third-party sponsors will remain separate from the revenue-sharing agreements and must be reported to the College Sports Commission if valued at $600 or more.
Introducing NIL Go: The New Oversight System
To bring transparency and accountability to the process, the CSC will utilize a newly developed platform called NIL Go, which acts as a clearinghouse for all reported NIL deals. The system is designed to ensure that all transactions meet legitimate business standards and are not used as recruiting enticements disguised as endorsements.
Two major players in the business world—LBi Software and Deloitte—have been brought on board to help monitor compliance and manage salary caps. Their involvement is seen as a way to bring professional-grade accountability to college sports, a domain that has long resisted external scrutiny.
The hope is that NIL Go will make it harder for programs to engage in under-the-table deals or use NIL as a loophole for violating recruiting rules.
Sankey Speaks: “We Want Structure”
Greg Sankey, perhaps the most influential commissioner in college athletics, underscored the importance of having a regulated environment. He cited conversations with coaches, athletic directors, and even university presidents, stating that the overwhelming consensus is that oversight is necessary.
“I’ve asked everyone from coaches to presidents, ‘Do you want an unregulated, open system?’” Sankey said. “Not one person has said yes. Everyone wants structure. Everyone wants standards. And now we’re finally putting those in place.”
He added a sharp critique of those who support regulation in private but avoid public accountability: “This isn’t the time for anonymous sources. If you’ve asked for structure, you have a responsibility to help make it work.”
The Need for Federal Help
While the commissioners expressed strong support for the new governance model, they were unanimous in one major area: the need for help from Congress. With each state passing its own NIL laws, the commissioners argued that a national standard is the only way to maintain competitive equity across the country.
“You can’t have 50 different rulebooks and expect to crown a true national champion,” Sankey said. “We need Congress to step in—not to control every detail, but to create a consistent legal baseline. It’s the only way this works long-term.”
Sankey noted that he recently played a round of golf with former President Donald Trump and Notre Dame athletic director Pete Bevacqua, using the opportunity to discuss the shifting landscape. While he didn’t disclose specifics of their conversation, Sankey noted that Trump “has always had an interest in college sports,” and the discussion offered valuable insights.
Source: Conference commissioners bullish on new NIL enforcement
A Brighter Future—With Accountability
Despite the unanswered questions and looming legal complexities, ACC Commissioner Jim Phillips ended the press conference on an optimistic note. “We’re in a better position today than we were two days ago,” he said. “This model brings stability. It’s fair. It gives student-athletes more opportunity, and that’s something we can all be proud of.”
Phillips also admitted that the NCAA had been paralyzed in recent years due to a lack of enforcement power and clear rules. “Let’s be honest—we all played a part in the dysfunction,” he said. “But this is our chance to fix it. This is our moment to lead.”
In many ways, college athletics has reached a crossroads. With athletes now able to receive direct compensation, the traditional amateur model is rapidly fading. But if this transition is to be successful, it will require strong leadership, real enforcement, and a shared commitment to fairness.
The creation of the College Sports Commission and the beginning of NIL enforcement may be just the first steps—but they represent a significant leap forward for a system that has long struggled to keep up with its own success.
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