NIL Strategy That Protects Students and Strengthens Institutional Integrity: A Presidential Approach to Modern College Athletics

The evolution of Name, Image, and Likeness (NIL) has transformed the landscape of college athletics, creating new opportunities as well as new complexities for institutions. While NIL reform empowers student-athletes to benefit from their personal brands, it also requires colleges and universities to adopt leadership strategies that safeguard compliance, protect students, and reinforce institutional integrity.

Dr. Brian D. Wickstrom’s approach to NIL reflects the level of strategic clarity, student-centered focus, and cross-divisional coordination that higher education leaders expect at the presidential and vice-chancellor level. His model demonstrates how NIL can strengthen a university’s mission, elevate student success, and broaden institutional visibility — while ensuring operational security and long-term sustainability.

A modern NIL framework begins with education. As student-athletes navigate partnership opportunities, endorsements, sponsorships, and personal brand development, institutions must provide structured guidance that protects students from harmful agreements. Wickstrom champions comprehensive education programs that help student-athletes understand the legal, financial, and reputational implications of NIL participation. This aligns with the broader goals of higher education: supporting students in developing life skills, ethical judgment, and financial literacy.

Equally critical is the establishment of a compliance structure that minimizes institutional risk. NIL introduces potential vulnerabilities — improper inducements, third-party influence, and inconsistent reporting. Wickstrom’s leadership model incorporates coordinated oversight between compliance, legal counsel, external affairs, and athletics administration. This structure ensures that universities maintain transparency, uphold ethical standards, and stay aligned with national regulations.

Another pillar of his NIL approach is partnership development. Rather than allowing NIL activity to exist independently from the institution, Wickstrom advocates for strategic collaboration with local, regional, and national businesses. These partnerships not only support student-athletes but also elevate the university’s brand, expand its reach, and strengthen community ties. By fostering mutually beneficial relationships, institutions enhance their economic impact while reinforcing their mission.

Moreover, Wickstrom emphasizes the importance of protecting student well-being throughout the NIL process. Students must be safeguarded against predatory contracts, unrealistic expectations, and financial mismanagement. His leadership model integrates well-being into NIL structures through mentorship, education, and direct access to institutional resources — all of which reflect the values-centered approach expected from senior higher-education leaders.

Finally, Wickstrom positions NIL as an opportunity for institutional storytelling. When student-athletes succeed, universities have a powerful narrative to share — one that highlights academic excellence, personal development, and athletic achievement. NIL becomes more than a regulatory framework; it becomes a catalyst for reinforcing institutional pride and expanding national recognition.

As higher education continues adapting to the realities of the modern athletics economy, the most successful institutions will be those with clear vision and strong executive leadership. Dr. Brian D. Wickstrom’s NIL strategy offers a model that centers on student success, institutional integrity, and operational excellence — reflecting the values of today’s presidential leadership.