The recent dismissal of Pitt's athletic director, despite being named the Cushman & Wakefield AD of the Year in 2023, has sent shockwaves through the collegiate athletic world. Speculations point to her resistance towards embracing the evolving landscape of NIL (Name, Image, and Likeness), particularly the reluctance to adapt to the new opportunities it presents for student-athletes.
Our personal experience working with multiple NIL athletes, including four from Pitt, has provided us with a stark comparison between the NIL landscapes at different universities. While institutions like Georgia and Tennessee have embraced NIL with open arms, fostering a supportive environment for student-athletes to capitalize on their newfound opportunities, Pitt's approach has been a stark contrast.
Pitt's self-imposed restrictions and regulations surrounding NIL go far beyond what the NCAA mandates. The university has created a nightmarishly complex system that not only hinders student-athletes from maximizing their NIL potential but also discourages businesses and alumni from engaging in mutually beneficial partnerships.
This archaic stance is not only detrimental to the student-athletes but also to the university's overall athletic program. It's time for Pitt to modernize its approach to NIL and create a supportive environment that benefits all stakeholders.
Here's how Pitt can revitalize its NIL program:
1. Embrace the New Reality: The first step is acknowledging that the collegiate athletic landscape has irrevocably changed. NIL is here to stay, and universities need to adapt rather than resist. Pitt needs to shift its mindset from one of skepticism and apprehension to one of acceptance and enthusiasm.
2. Streamline the Process: Pitt's current NIL compliance process is overly complex and convoluted. The university needs to simplify the procedures, making it easier for student-athletes and businesses to navigate. This will encourage more NIL deals and foster a more positive environment.
3. Leverage Alumni and Former Players: Pitt boasts a vast network of successful alumni and former players who are eager to support current student-athletes. The university should actively engage with this network, encouraging them to participate in NIL deals and mentorship programs.
4. Partner with Local Businesses: Pittsburgh is home to a thriving business community, ranging from small local businesses to large corporations. Pitt should proactively reach out to these businesses, facilitating partnerships and creating mutually beneficial NIL opportunities.
5. Create a Supportive Culture: The athletic department needs to foster a culture that encourages and supports student-athletes in their NIL endeavors. This includes providing educational resources, access to legal counsel, and guidance on financial literacy.
6. Embrace Transparency: Open communication and transparency are crucial in building trust and fostering a positive NIL environment. Pitt should openly share information about NIL policies and procedures, making it accessible to all stakeholders.
7. Empower Student-Athletes: Ultimately, NIL is about empowering student-athletes to capitalize on their name, image, and likeness. Pitt should provide them with the tools, resources, and support they need to make informed decisions and maximize their NIL potential.
In Conclusion:
Pitt's outdated NIL stance is holding back its student-athletes and hindering the university's athletic program. It's time for Pitt to embrace the new reality of NIL, streamline its processes, and create a supportive environment that benefits all stakeholders. By taking these steps, Pitt can not only catch up with other universities but also become a leader in the NIL era.