THE BOOSTER’S DILEMMA — WHEN LOYALTY MEETS LEGALITY

With the rise of Name, Image, and Likeness (NIL) regulations, the role of boosters in college sports has become both more transparent and more legally complex—boosters can now openly support athletes through collectives and endorsements, but any payment tied to recruiting or commitments remains a violation. The new landscape requires boosters to avoid promises to recruits, ensure all support is well-documented and channeled through legitimate means, and focus on genuine marketing value rather than incentives for enrollment. Regulatory scrutiny is higher than ever, and those unwilling to adapt to the new rules face significant legal risk, while those who act transparently can continue to support their teams within the bounds of the law.