Brigham Young University, in Provo, Utah, which is sponsored by The Church of Jesus Christ of Latter-day Saints, recently sent out a press release to all of its student-athletes outlining BYU’s policies and reminding students that they are prohibited from promoting such things as alcohol, tobacco, adult entertainment and coffee.
The NCAA has adopted a Temporary Student-Athlete Name, Image and Likeness (NIL) policy that allows students to have sponsorship deals, compensation for training, autographs and use of social media to pay, among others.
The BYU press release noted that athletes can receive compensation for NIL activities at fair market value, but they cannot promote or be endorsed by companies that promote anything outside of ” BYU Honor Code ‘standards, which include alcohol, tobacco, gambling, adult entertainment and, yes, even coffee.
And while some may think that the coffee ban is a little odd, it is actually an established guideline in the Mormon faith.
Latter-day Saints follow a set of health guidelines put in place by religious leader Joseph Smith, which includes abstinence from coffee and tea, as well as alcohol, tobacco, and illegal drugs.
According to Daily News from Naples, the new NCAA NIL policies are “dramatic” because these lucrative opportunities have not been permitted for decades.
The United States Supreme Court unanimously ruled Monday that NCAA rules restricting education benefits were illegal.
Justice Brett Kavanaugh wrote in an opinion on the court ruling: “Nowhere else in America can companies get away with agreeing not to pay their workers at the fair market rate on the assumption that their product is defined as not paying their workers at the fair market rate. “
He added, “Under the ordinary principles of antitrust law, it is not clear why college sport should be any different. The NCAA is not above the law.”
Along with all of the guidelines, the letter sent to athletes by BYU athletic director Tom Holmoe expressed his enthusiasm for the new NIL promotions.
“This is great news for all of you! Brigham Young University Athletics embraces this new allocation, and we look forward to helping facilitate opportunities for our student-athletes,” the letter read.
Gary Veron, BYU associate athletic director for the student-athlete experience, was quoted by the BYU news source as saying, “Today is a great opportunity. With the adoption of the interim NIL policies, our student-athletes now have the ability to maximize their earning potential in a variety of areas, from marketing deals and referrals to monetizing their online presence. ”
He added, “I am delighted to support BYU’s student-athletes as they begin to lay the foundation for building their personal brands. The college sports landscape will never be the same again and we are ready to embrace these exciting changes.
Other universities have issued similar statements, reminding students that their name, image and likeness policies also require brand integrity. The University of Illinois has banned students from promoting any adult entertainment, sports betting, cannabis games, vape products, and alcohol.
News week contacted BYU Athletics for further comment, but did not receive a response in time for the post.