OXFORD – After approval of the House vs. NCAA settlement, college athletics has entered a new era of revenue sharing with student-athletes, and Ole Miss is welcoming this significant step towards a stable future for the industry.
Finalized June 6, by U.S. District Judge Claudia Wilken, the landmark agreement resolved three antitrust lawsuits -- House v. NCAA, Hubbard v. NCAA, and Carter v. NCAA.
The settlement opens the door for schools to share up to $20.5 million annually with its student-athletes starting July 1, 2025.
The $20.5 million will be made up of new scholarships and cash distributions, while student-athletes may continue receiving compensation for the use of their Name, Image and Likeness. Additionally, the NCAA will distribute approximately $2.8 billion in back-pay damages over the next 10 years to current and former Division I athletes who competed since 2016, acknowledging their contributions to the revenue created for college athletics departments nationwide.
"We are excited for this new chapter, which prioritizes the well-being and success of our student-athletes," said Keith Carter, Ole Miss Vice Chancellor for Intercollegiate Athletics. "This settlement not only provides unprecedented financial opportunities but also enhances support services, including mental health resources, nutrition programs and extended medical coverage, ensuring our athletes thrive both on and off the field.
"In this new structure, The Grove Collective will remain a key partner for Ole Miss Athletics, providing a valuable channel for Rebel fans to connect with student-athletes through athlete-focused content, public appearances, special events and other fan opportunities," Carter explained. "In addition, the Magnolia Sports Group, the corporate marketing agency of The Grove Collective, will help identify, solicit and source NIL opportunities for our student-athletes within the Ole Miss business community.
From a broader exposure standpoint, Ole Miss recently extended its agreement with Ole Miss Sports Properties and Learfield as the athletics department's exclusive multimedia rightsholder. That unit will continue to leverage the program's brand growth as well as the student-athletes' celebrity to align with businesses of all sizes.
"As always, we will find new and innovative ways to compete and win at the highest level," Carter said. "While it may look different moving forward, we are excited to expand our relationship with The Grove Collective and Magnolia Sports Group. Their partnership coupled with the extensive reach of Ole Miss Sports Properties and Learfield Impact NIL service should lead to countless marketing opportunities for our department and our student-athletes.
"The revenue generated by these groups comes in addition to the vitally important capital support of the Ole Miss Athletics Foundation, which continues to drive major gifts fundraising as well as tickets, parking and other gameday services," said Carter. "It's only through these partners that we can provide the preeminent student-athlete experience that is a staple of our athletics culture."
The establishment of the College Sports Commission, a new regulatory body, will oversee the enforcement of third-party NIL deals and revenue-sharing practices for student-athletes.
The Commission, which is independent of the NCAA, will only enforce settlement-related rules and investigate any potential violations.
"We are committed to the new model and working with the new College Sports Commission," Carter said. "While change can be challenging, we are prepared for the new era of intercollegiate athletics. "Ole Miss has never had a brighter future, due in large part to the unwavering support of our fans and donors. We couldn't have reached this point without their passion, and we look forward to embarking on this journey together."
