Bill Lawrence, a partner in Burr & Forman’s Birmingham office, was recently featured in an article on AL.com discussing the power brokers behind Alabama and Auburn’s major Name, Image, and Likeness (NIL) collectives. As legal counsel to Auburn’s NIL collective, On to Victory, Bill provided key insights into how NIL compensation is reshaping college athletics. He highlighted the significant role these collectives play in retaining top talent, such as Auburn basketball star Johni Broome, who chose to stay at Auburn due to the financial benefits offered through NIL deals.

“Broome has decided to forego his professional career in large part due to the NIL compensation he’ll be able to earn next year,” Lawrence said. “You’re seeing, two to three years in, the good that can come out of NIL collectives and NCAA dropping its restrictions on compensation for student athletes.”

In the article, Bill emphasized that the impact of NIL collectives goes beyond individual athletes, influencing the overall competitiveness of college sports teams. He praised On to Victory for its commitment to supporting Auburn athletics without seeking profit, noting that all funds are directed towards benefiting student-athletes. His comments shed light on the evolving landscape of college sports and the crucial role of NIL collectives in this new era.

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