#123 Name, Image, Likeness 

 The “Name, Image, Likeness” policy allows collegiate athletes to earn money from their individual endorsements.  This increase in freedom is in line with Christian Economics. 

 

I received an unusual invitation from our Athletic Department at Dallas Baptist University this month.  They asked me to make some video recordings about personal finance for their new NIL program.  First, I’m the Christian Economist in macroeconomics, not personal finance.  And second, what is NIL?   

 

Name, image, likeness, is the program that allows college athletes to gain their own personal endorsements, as of July 1, 2021.  Before this ruling, endorsements were allowed at the NCAA, conference, and University level, but individual athletes were seen as amateurs who could not accept money for their performance.  Now, the difference between a professional and an amateur has been significantly clouded over the years, but that’s not my subject today.   

A Christian Economist wants to know if this is the correct way to distribute goods and services.  In this case, the service being provided is the name, image, and likeness of the collegiate athlete.    

Name – Image – Likeness (NIL)

Name

In current culture, we are known by our name, and that’s what college athletes are supplying to demanders in the name, image, and likeness endorsement program.  In his book Jesus Among Other Gods, Ravi Zacharias makes a fascinating connection between current Indian and first-century Roman life.  He says that back in his home country of India, he is often introduced as the son of his father because, in that society, family lineage is important.  As a matter of fact, you can pretty accurately identify a person’s class in India from their name.  

Back to our subject.  In the first century, names were important.  People wanted to know the lineage of Jesus.  They were astounded that a person of such great knowledge of the scriptures came from a poor family.  People were also known for their geographic heritage.  The scripture that asks in John 1:46, “Can anything good come out of Nazareth?”  That probably best applies to the University in this analysis.   

I think it’s just fascinating that a 17-year-old has gained enough notoriety to sell his or her name.  Actually, I think it’s a good thing.  As the Christian Economist, I support people owning their own goods and services, and that certainly includes the ability to sell their name.  I’m also pretty impressed by the early development of young people.  My fellow baby boomers tend to disparage the college gen Z-ers.  But I appreciate their differences from my generation.  I teach a few hundred of them every year at Dallas Baptist University, and they give me hope for the future.  So when people say they are lazy, or whatever, they have not met my students at DBU.  They show up for Macro at 8:00 twice a week, engage with their fellow students, and complete the assignments they are given.  I love this generation. 

 

Image 

One of the most popular scriptures about economics takes place when the chief priests were trying to trap Jesus by asking if his disciples paid the temple tax.  He famously asked in Luke 20: 24  “Show me a denarius. Whose image and inscription are on it?” “Caesar’s,” they replied.  25 He said to them, “Then give back to Caesar what is Caesar’s, and to God what is God’s.” 

This scripture is often used to justify paying taxes, and it might.  Sergiy Saydometov and I explain this in more detail in our book