The landscape of college sports is undergoing a seismic shift, and the University of Hawaiʻi (UH) faces a critical decision: adapt or risk falling behind. The advent of Name, Image, and Likeness (NIL) deals has revolutionized how student-athletes are compensated, impacting recruiting, retention, and overall competitiveness across Division I. For Hawaiʻi, with its single Division I program and no professional teams, the stakes are incredibly high.
During a recent briefing, UH leadership emphasized the need to adapt. They plan to request $5 million from the Legislature to establish an NIL fund. This fund would allow UH to compensate student-athletes based on a formula tied to external revenue streams, such as television and media contracts. They've also indicated a commitment to accountability measures and ongoing evaluation, rather than treating the fund as an open-ended entitlement.
But here's where it gets controversial... Some may question allocating $5 million to athletics when families and social safety nets face challenges. These concerns are valid and deserve serious consideration.
However, ignoring the NIL landscape could lead to a downward spiral. Top athletes might leave for programs offering better compensation, weakening recruiting pipelines. This could lead to a decline in fan and donor engagement, ultimately damaging a program that provides significant economic, social, and cultural value to the state.
And let's not forget the positive impact UH Athletics has. Visiting teams and fans fill local hotels and restaurants. Televised events and bowl games bring millions into the local economy. UH Athletics also serves as a source of statewide pride and a unifying force across communities.
It's also worth noting that many of UH's student-athletes are local, dreaming of representing Hawaiʻi. NIL is now essential to keeping this homegrown talent in the islands.
My office is currently drafting an NIL framework, aiming for a responsible balance between supporting competitiveness, protecting student-athletes, and reflecting Hawaiʻi's values as we head into the 2026 legislative session. This framework will not mean all 500+ UH student-athletes receive NIL compensation; payments will be limited and tied to outside revenue generation.
Here's a breakdown of the key elements:
- Clear Guardrails: UH will be able to restrict NIL deals that conflict with its values, such as those involving gambling or alcohol.
- Revenue-Based Compensation: Sports generating more revenue will receive higher NIL distributions, mirroring the national model.
- Equity and Title IX Compliance: Any NIL structure must fully comply with federal law and provide equitable support to both men's and women's programs. Title IX remains fundamental.
- Enhanced Student-Athlete Protections: Access to contract review, tax guidance, and financial literacy resources will be expanded to help athletes understand their rights and responsibilities.
Critics are right to ask tough questions about public spending. But when it comes to NIL, the choice isn't between supporting student-athletes and supporting our social safety net. The real choice is whether UH Athletics can remain competitive, benefiting our state economically and socially, or if it will fall behind in a landscape that has already changed.
Doing nothing is not an option. The NIL era is here. Our responsibility is to respond in a way that reflects Hawaiʻi's values—fairness, accountability, and opportunity—while ensuring our student-athletes and our university can compete with integrity on a national stage.
What are your thoughts? Do you agree with the proposed approach? Share your perspective in the comments below!
