NCAA Settles Name, Image, Likeness Lawsuit with Tennessee, Virginia

The deal allows college athletes to profit from their personal brands for the first time.

Apr. 4, 2026 at 3:26am

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A cubist, geometric painting depicting a fragmented college basketball game, with sharp planes of orange, white, navy blue, and orange representing the competing teams.The NCAA's landmark settlement on name, image, and likeness rights will reshape the future of college sports, empowering athletes to profit from their personal brands.Chattanooga Today

The NCAA has reached a settlement with the attorneys general of Tennessee and Virginia, as well as other states, over its rules prohibiting college athletes from earning money through endorsements, sponsorships, and other use of their name, image, and likeness. The settlement marks a major shift in NCAA policy, allowing student-athletes to profit from their personal brands for the first time.

Why it matters

This settlement is a significant victory for college athletes, who have long argued that the NCAA's restrictions on name, image, and likeness (NIL) rights unfairly prevent them from earning income from their talents and celebrity. The change could have major implications for the future of college sports, as athletes gain more financial freedom and leverage in the industry.

The details

Under the terms of the settlement, college athletes in Tennessee and Virginia will be able to sign endorsement deals, earn money through social media posts, and profit from the use of their name, image, and likeness. The NCAA has agreed to lift its previous ban on these activities, which had been in place for decades.

  • The NCAA settled the lawsuit in April 2026.

The players

NCAA

The National Collegiate Athletic Association, the governing body for college sports in the United States.

Tennessee Attorney General

The chief legal officer for the state of Tennessee, who joined the lawsuit against the NCAA's NIL restrictions.

Virginia Attorney General

The chief legal officer for the state of Virginia, who also joined the lawsuit against the NCAA's NIL restrictions.

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What they’re saying

“This settlement is a major victory for college athletes, who have been unfairly prohibited from earning income from their name, image, and likeness for far too long.”

— Tennessee Attorney General

“The NCAA's outdated rules have held back student-athletes for decades. This settlement is an important step towards giving them the rights and freedoms they deserve.”

— Virginia Attorney General

What’s next

The settlement will go into effect immediately, allowing college athletes in Tennessee and Virginia to begin profiting from their name, image, and likeness rights.

The takeaway

This landmark settlement represents a major shift in the NCAA's stance on name, image, and likeness rights, empowering college athletes to earn income from their personal brands for the first time. The change could have far-reaching implications for the future of college sports, as athletes gain more financial freedom and leverage.