Name, Image and Likeness Reshapes Kansas College Sports

The era of name, image, and likeness compensation is reshaping college sports at Kansas universities, changing how programs recruit, retain, and build their rosters.

Athletes can now earn money from endorsements, appearances, and collectives organized by supporters, upending decades of amateurism rules. For Kansas programs, the landscape presents both opportunity and challenge, as they compete with wealthier programs for talent while trying to keep their own stars.

"The rules changed overnight, and everyone is still figuring out how to operate," an athletics administrator said. Local businesses and booster groups have stepped in to support athletes.

Observers say the new environment rewards programs that adapt quickly and build strong relationships with supporters, while raising questions about competitive balance and the future of college sports.