FRANKFORT, KY (Feb. 27, 2025)—On Thursday, the Senate Education Committee, chaired by Sen. Steve West, approved Senate Bill (SB 3), sponsored by Senate Majority Floor Leader Max Wise, R-Campbellsville, which modernizes Kentucky’s name, image, and likeness (NIL) laws. University of Kentucky Director of Athletics Mitch Barnhart and University of Louisville Athletics Director Josh Heird joined Wise in presenting the bill and speaking at a pre-committee press event.
“College athletics is in a period of as much change and transformation as any in our history. That is a fact. Things are changing quickly and it’s important that we keep pace with that change in ways that ensure we remain successful and competitive,” said Barnhart. “Our legislators and policymakers always answer the call when we reach out for help. With this proposal, Leader Max Wise and our legislators are doing so again. They are stepping up to lead in ways that will ensure our programs have the tools they need to be successful and that will help us support our student athletes.”
SB 3 updates state law to ensure Kentucky’s universities remain competitive as federal NIL policies evolve. The legislation:
- aligns state law with national fair market value standards to keep Kentucky competitive in recruiting and retention,
- authorizes direct compensation agreements between universities and student-athletes, allowing participation in the expected NCAA settlement,
- permits sublicensing of NIL rights, expanding earning opportunities for student-athletes through third-party agreements,
- establishes contract protections to safeguard athletes in NIL agreements, and
- includes an emergency provision, ensuring immediate implementation upon passage.
“For more than a century, athletics—in particular, intercollegiate athletics—has been an integral part of the fabric woven into the commonwealth and its residents,” Heird said. “At all of our institutions, college athletics creates opportunities for young men and women and creates memorable moments for millions who cheer on our teams. Support from the state legislature is critical to the rise of our programs on the national stage and the changing national landscape of intercollegiate athletics being driven by the House settlement, and we are grateful to Sen. Wise for his support and advocacy of SB3, which will position the University of Louisville and our commonwealth peers for long-term success.”
The bill responds to the House v. NCAA settlement, a pending federal case that could require major NIL reforms. If finalized, the settlement would allow schools to opt into a system where universities directly compensate student-athletes and allocate up to $20-22 million annually in revenue-sharing. It also includes a $2.576 billion fund for NIL backpay to athletes from 2016.
“The landscape of college athletics is evolving rapidly, and Kentucky must stay ahead to ensure our universities remain competitive,” Wise said. “SB 3 equips our schools with the tools to navigate these changes while protecting student-athletes and expanding their opportunities. This legislation is about preparation, fairness, and keeping Kentucky at the forefront of college sports.”
SB 3 now qualifies for a vote in the Senate.
Sen. Max Wise, R-Campbellsville, represents the 16th Senate District, including Adair, Allen, Metcalfe, Monroe, and Taylor Counties and eastern Warren County. Wise serves as Senate majority floor leader. He is a member of the Senate Committees on Economic Development, Tourism, and Labor; Education; and Families and Children. As part of Senate leadership, Wise also serves on the Legislative Research Commission, the Rules Committee, and the Committee on Committees. He co-chaired the Workforce Attraction and Retention Task Force during the 2024 Interim.
Please visit https://legislature.ky.gov/Legislators%20Full%20Res%20Images/senate116.jpg for a high-resolution .jpeg of Wise.
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(David C. Harris-Senate Majority Leadership-Legislative Research Commission)