Is It Still “In the Game”, or Has Amateurism Left the Building? NCAA Student-Athletes’ Perceptions of Commercial Activity and Sports Video Games

in Journal of Sport Management
View More View Less
  • 1 Saint Louis University
  • 2 Ball State University
  • 3 Georgia State University
  • 4 Bowling Green State University
Restricted access

Purchase article

USD  $24.95

Student 1 year online subscription

USD  $85.00

1 year online subscription

USD  $114.00

Student 2 year online subscription

USD  $162.00

2 year online subscription

USD  $216.00

The NCAA maintains a balance between amateurism and the increasing need for generating revenue. In this balancing act, there are various policy considerations and legal constraints. These legal and policy entanglements bore such class action suits as Keller v. Electronic Arts, National Collegiate Athletic Association, and Collegiate Licensing Company (2009) and O’Bannon v. National Collegiate Athletic Association and Collegiate Licensing Company (2009), which question current revenue generating practices of the NCAA. The purpose of this study was to examine the perceptions of NCAA Division I men’s football and basketball student-athletes toward amateurism and the particular use of student-athletes’ likenesses in college sports video games. Findings point to a lack of clarity and understanding of the agreements and consent forms student-athletes sign annually. Respondents demonstrated confusion in regard to financial aid opportunities, parameters of their scholarships, and whether they endorse commercial products. A majority of respondents expressed the desire to receive additional compensation. Recommendations include clarification and focused rules’ education from compliance and financial aid officers, as well as introducing new amateurism policy, concurrently avoiding costly litigation.

Kaburakis is with the Dept. of Management, John Cook School of Business, St. Louis University, St. Louis, MO. Pierce is with the Dept. of Sport Administration, Ball State University, Muncie, IN. Cianfrone is with the Dept. of Sports Administration, Georgia State University, Atlanta, GA. Paule is with the Dept. of Sport Management, Recreation, and Tourism, Bowling Green State University, Bowling Green, OH.

All Time Past Year Past 30 Days
Abstract Views 803 647 75
Full Text Views 81 42 6
PDF Downloads 68 15 0