I agree with your statement in bold. And to a degree, I agree with your Wilt Chamberlain case study.
However, as I outlined above (minus Wilt), Wilt's revenue generation does not exist in a vacuum and without the University he plays for investing large sums of money and having huge overhead for Wilt to display his talents. So, while we agree Wilt should get paid, there will always be a question HOW MUCH the Wilt's of the college world SHOULD get paid.
IMO, expenses have to be taken into account. As I noted above, very few University athletics departments turn a profit. Huge amounts of money go to supporting the many non-revenue sports. Generally, I don't have an issue with that either. All of these sports are part of the University athletics ecosystem. And these are college athletes, not pro athletes.
Some initial thoughts, and just that, initial thoughts--some sort of balance sheet approach should be used where the University's revenues and expenses related to athletics should be taken into account. There will be many slipper slopes and arguments against this. The Wilt's will scream that this is not fair and this is not their problems. THEY are generating the revenue, and the expenses are not their problem.
There are clearly ways in which the Wilts of the college world can earn compensation for the NIL. Rutgers is doing that right now through their NIL merchandise store, where fans can purchase player-specific merchandise. This is the purest form of a college athlete "getting paid" for their "name, image and likeness."
And our own Geo Baker continues to come up with innovative ways where players "get paid" for use of their name, image and likeness. --"
Make an appearance or perform a service, get compensated. Receive financial support from fans – and give those fans something personal in return."
But back to individual athletes getting a direct cut of the University's athletics revenue stream, that is going to be difficult to directly quantify, and determine an appropriate amount to pay, without taking into account the overhead in running the athletics department of the University.
By the way, Rutgers is the place where NIL originated with the Ryan Harv vs. Electronic Arts case, where EA tried to make money off of Hart's name, image and likeness, and they were required to compensate him, which is fair and warranted.
An interesting note about the case involving Ryan Hart- back then, The NCAA Manual stated:
where a collegiate athlete‟s
name or picture appears on commercial items . . . or is used to promote a commercial product sold by an individual or agency without the student-athlete‟s knowledge or permission, the student athlete (or the institution acting on behalf of the student-athlete) is required to take
steps to stop such an activity in order to retain his or her eligibility for intercollegiate athletics.
NCAA, 2011-12 NCAA Division I Manual § 12.5.2.2 (2011).
In the end, EA had to pay just under 25,000 college athlete's $60 Million in total. Ryan Hart got $15,000 in the case.
Hart v. Electronic Arts, Inc., 717 F.3d 141 (3d Cir. 2013) (full-text). Ryan Hart, a former quarterback for the Rutgers University football team, with many achievements, has refrained from taking various commercial opportunities. Without Ryan's consent, Ryan was included in Electronic Arts'...
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24,819 athletes were determined to have valid claims to part of a $60 million settlement with video game maker Electronic Arts.
www.espn.com