Kentucky Governor Signs Name, Image, Likeness Bill to Benefit Student-Athletes

On March 9th, 2022, Kentucky Governor Andy Beshear signed legislation that allows student-athletes in Kentucky to receive fair compensation for the use of their name, image, and likeness in sponsorship or advertising deals. In 2021, Beshear was the first governor to sign an executive order for college athletes to immediately receive compensation after the Supreme Court overruled the NCCA and its limitations on educational benefits for college players.

Josh Heird, University of Louisville Interim Director of Athletics, is excited for the opportunities his students will have now that this legislation has been signed.

“This law will enable every university in this state to compete at the highest level when it comes to attracting and retaining student-athletes. The ability for our student-athletes to generate revenue from their name, image, and likeness has been long overdue and UofL looks forward to helping our student-athletes maximize those opportunities.”

The University of Kentucky’s Head Football Coach Mark Stoops had similar sentiments.  “This legislation will help our student-athletes continue to maximize opportunities while giving our schools more flexibility in supporting and protecting our young people. We are appreciative of Gov. Beshear and the legislature for their work on this.”

As part of this newly passed bill, Kentucky colleges and universities have been directed by Governor Beshear to provide education and other resources to students including assistance with financial literacy, time management, social media management, and branding. Additionally, colleges and universities reserve the right to limit the amount of time student-athletes dedicate to earning compensation.

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