Last summer, the issue of college athletes and the three elements of their rights of publicity, those being name, image, and likeness (NIL), came to the attention of those deep thinkers at 1111 Constitution Avenue. After the Supreme Court ruled that the National Collegiate Athletic Association had violated antitrust law in restricting compensation for student-athletes, NCAA v. Alston, 594 U.S. 2147 (2021), an interim policy was adopted allowing student-athletes, under certain conditions, to profit from their publicity rights without otherwise affecting their amateur eligibility.
Cue the land-rush business by exuberant boosters to pool donations and thereby lend a helping hand to the student-athletes in exploiting their hard-won NIL opportunities. And so were created what are commonly called “NIL collectives” (an intriguing name choice in view of the likely ideology of many of the boosters). These collectives typically use their funds to compensate student-athletes for charity appearances, speaking engagements, autograph signings, social-media marketing, product endorsements, and more. According to some reports, over 200 such collectives exist, a quarter of which claim nonprofit status.
In response to this development, on June 9, 2023, the IRS released a general legal advice memorandum (GLAM), AM 2023-004, https://www.irs.gov/
The GLAM reaches an eminently sensible result as most NIL collectives do inherently appear (and were initially designed) as blatant devices to simply transfer funds to those big people on campus whom everyone looks up to. It is the nature of the beast that most NIL collectives will serve the private interests of those favored student-athletes possessing appreciable NIL attributes. The GLAM is forthright in affirming that student-athletes are not themselves a recognized charitable class. Further hammering in the nail, the act of NIL collectives paying student-athletes for the use of a valuable property right “does not further educational purposes under I.R.C. § 501(c)(3).”
The initial reporting on the GLAM was pretty bleak from the perspective of the NIL collectives, but we must keep in mind that the document addresses a broad subject. For example, the GLAM notes that some collectives promise to pay out 80 to 100 percent of all contributions to student-athletes, which may not always be the case. So, all may not be lost for NIL collectives, but a drastic restructuring may be called for. The focus must be upon plainly tax-exempt purposes. A worthy cause must receive the lion’s share of munificence flowing through from those amazing boosters. And the student-athletes may have to settle for more of that warm, fuzzy feeling for helping out charities and less of that cash.
And indeed, according to the website businessofcollegesport
But for other collectives, ones more brazen in their aims, it may even be necessary to dissolve and start anew with starkly different articles of incorporation and bylaws and with new Form 1023 applications. And this is a matter to take seriously as the GLAM indicates the IRS may reconsider the exempt status of collectives that have already received determination letters, although relief may also be granted under I.R.C. § 7805(b) to limit the retroactive effect of any revocations of tax-exempt status. And of course, donors to NIL collectives must be concerned over potential challenges to any claimed deductions under I.R.C. § 170.