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

Journal of Sport Management, Vol. 26, No. 4, 295-308, 2012

41 Pages Posted: 1 Jan 2012 Last revised: 25 Aug 2012

Anastasios Kaburakis

Saint Louis University - John Cook School of Business

David Pierce

affiliation not provided to SSRN

Beth Cianfrone

Georgia State University

Amanda Paule-Koba

Bowling Green State University

Date Written: December 27, 2011

Abstract

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.

Keywords: NCAA, Rights of Publicity, Amateurism, Intellectual Property, Empirical legal research, survey evidence

JEL Classification: C44, D12, K00, K10, K19, K20, K29, K30, K39, K40, K41, K49, O34

Suggested Citation

Kaburakis, Anastasios and Pierce, David and Cianfrone, Beth and Paule-Koba, Amanda, Is it Still 'In the Game,' or Has Amateurism Left the Building? NCAA Student-Athletes’ Perceptions of Commercial Activity and Sports Video Games (December 27, 2011). Journal of Sport Management, Vol. 26, No. 4, 295-308, 2012. Available at SSRN: https://ssrn.com/abstract=1977355

Anastasios Kaburakis (Contact Author)

Saint Louis University - John Cook School of Business ( email )

3674 Lindell Blvd 407
St. Louis, MO 63108-3397
United States

David Pierce

affiliation not provided to SSRN

Beth Cianfrone

Georgia State University ( email )

35 Broad Street
Atlanta, GA 30303-3083
United States

Amanda Paule-Koba

Bowling Green State University ( email )

Sport Management, Recreation, and Tourism Division
232 Eppler Center
Bowling Green, OH 43403
United States

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