College athletics navigates new NIL and federal policies

College athletics is undergoing significant structural changes driven by federal policy and shifting economic models. In Washington, the House of Representatives is considering H.R. 9137, a bill aimed at establishing requirements for name, image, or likeness (NIL) agreements for student-athletes and providing limited antitrust exemptions for schools to sell media rights.

At the institutional level, athletic directors are navigating these new realities. At the University of Oklahoma, athletic director Roger Denny expressed a strategy to remain deeply integrated with the university's mission rather than separating athletics into a distinct entity. Meanwhile, at the University of Virginia, officials note that football remains a central revenue generator that supports various other sports and university resources during this new era of financial and visibility-driven competition.

As the 2026 season approaches, the landscape remains unpredictable due to ongoing legal challenges regarding NCAA oversight, the transfer portal, and potential revenue-sharing models resulting from legal settlements.