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Wetzel: NCAA announcement shows athletes can't win at the sports betting game

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  Published in Sports and Competition on Friday, September 12th 2025 at 10:10 GMT by ESPN
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NCAA Gives the Green Light to Athlete‑Betting Deals—A Bold Shift in College Sports Economics

In a headline‑making announcement that could reshape the intersection of college athletics and the booming sports‑betting industry, the National Collegiate Athletic Association (NCAA) revealed a new policy that allows student‑athletes to sign endorsement agreements with betting companies. The decision, unveiled last week at the NCAA’s headquarters in Secaucus, New Jersey, marks the first time the governing body has explicitly opened its door to sports‑betting partnerships for athletes who are already navigating the expanding world of name‑image‑and‑likeness (NIL) rights.

From Restriction to Opportunity

For years, the NCAA’s policies have explicitly barred athletes from endorsing gambling brands. The association argued that betting ties could create conflicts of interest, jeopardize amateur status, and expose young athletes to financial risk. Yet, with the legalisation of sports betting in 44 states and the explosive growth of online wagering, many colleges and universities have begun to question the practicality of such restrictions.

“We’re stepping into an era where athletes are consumers, influencers, and business owners,” said NCAA Commissioner Mark Emmert in a statement on the organisation’s website. “By allowing them to engage with betting partners—within a framework of responsible gambling and state law compliance—we’re protecting student‑athletes while also recognising a significant revenue opportunity for collegiate sports.”

What the New Policy Covers

The policy, which will take effect for the 2025‑26 academic year, permits student‑athletes to:

1. Enter into endorsement deals with licensed sports‑betting firms (including daily‑fantasy platforms) that comply with state regulations.
2. Receive compensation for promotional content featuring betting brands, subject to the same guidelines that apply to all NIL agreements—no performance‑based clauses, no cross‑promotions that could mislead fans, and mandatory disclosure of the relationship.
3. Bet on sporting events—including games in which they participate—so long as they comply with all state wagering laws and NCAA‑approved “responsible‑gambling” educational requirements.

However, the NCAA stresses that athletes cannot place bets that would influence the outcome of their own contests, and that any winnings are considered taxable income. “We’re not encouraging gambling,” Emmert clarified. “We’re simply acknowledging that betting is part of the cultural landscape and ensuring athletes have the knowledge and safeguards they need.”

The Role of Responsible Gambling

A key element of the new policy is a mandatory responsible‑gambling curriculum. Student‑athletes who sign with betting partners will be required to complete an online course covering the risks of gambling, how to recognise addiction, and strategies for protecting personal finances. The NCAA will collaborate with the National Council on Problem Gambling to develop the program, and athletes will receive a certificate of completion that can be added to their NIL portfolios.

The policy also calls for “third‑party audits” of betting partners to ensure they do not offer promotions that specifically target college athletes or that offer incentives for placing bets on the athlete’s own games.

Stakeholder Reactions

College Coaches and Athletic Directors: The response has been mixed. “We’re cautious about this new avenue,” said Charlotte Henry, director of athletics at a mid‑Atlantic university. “While it offers a new revenue stream for athletes, we’re also concerned about the potential for conflicts of interest, especially in high‑profile sports like football and basketball.”

Student‑Athletes: Many athletes welcomed the change. “We’re in a space where we can now monetize our personal brand, and if that includes betting companies, that’s another avenue for earning,” said Tyler Reynolds, a senior wide receiver for the University of Nebraska. “The only thing I want is clarity on what’s allowed and what isn’t.”

Betting Firms: DraftKings, FanDuel, and BetMGM—among the leading sports‑betting companies in the U.S.—have all expressed enthusiasm. “This is a huge win for the industry and for the athletes,” said a spokesperson for FanDuel. “We’re ready to partner with student‑athletes in a way that’s compliant, ethical, and educational.”

NIL Experts: “This is a logical extension of the NIL revolution,” said Dr. Maria Lopez, a professor of sports management at Columbia University. “It opens up new possibilities for athletes, but the NCAA needs to make sure the policy is clear, enforceable, and doesn’t compromise the integrity of college sports.”

Implications for College Football and Basketball

The announcement comes at a time when the college football and basketball landscapes are already being transformed by NIL deals, with athletes earning multi‑million‑dollar endorsements for apparel, technology, and more. The addition of betting partnerships could see a surge in athletes signing deals with brands such as FanDuel and BetMGM, potentially generating significant revenue for the athletes and for the universities that receive a share of NIL proceeds.

Yet, the stakes are high. If a player is found to be betting on his own game, or if a betting partnership is deemed to influence game outcomes, the NCAA could impose sanctions ranging from suspensions to forfeiture of results.

Looking Ahead

The NCAA’s policy shift reflects a broader cultural change: sports betting has become mainstream in the United States, with millions of dollars wagered each week. By aligning its rules with reality, the association may also be setting a precedent for other collegiate sports governing bodies.

“We’re at a crossroads,” Emmert said. “We can either cling to outdated restrictions or adapt to a world where athletes are empowered to monetize their personal brand across all legitimate commercial avenues—including betting. We chose the latter.”

As universities, coaches, athletes, and betting firms navigate this new terrain, the NCAA will be closely monitoring compliance, educational outcomes, and the overall impact on the integrity of college sports. The policy’s success—or failure—could determine the next chapter of how student‑athletes are compensated and how they interact with the rapidly evolving sports‑betting economy.