Senate Majority Floor Leader Max Wise Statement: Senate Passage Of NIL Modernization Bill

FRANKFORT, KY (March 4, 2025)—The following is a statement from Senate Majority Floor Leader Max Wise, R-Campbellsville, regarding the Senate’s approval on Friday of Senate Bill 3 (SB 3), name, image, and likeness (NIL) modernization, in light of a pending federal court ruling in House v. NCAA:

“I want to give a huge thanks to University of Kentucky Athletics Director Mitch Barnhart and University of Louisville Athletics Director Josh Heird for their leadership and support of SB 3. Their insight and advocacy have been invaluable in ensuring Kentucky remains competitive in the rapidly evolving world of college athletics. No state does sports like Kentucky; those two gentlemen are a big part of what makes it so fun. I appreciate them being with me on Thursday for the committee hearing on the bill. 

“SB 3 is a game-changer. It equips our universities with the tools to adapt to the shifting NIL landscape while protecting student-athletes and expanding their opportunities. This legislation is about fairness, preparation, and ensuring Kentucky continues to lead nationally. With NIL reforms on the horizon, we are positioning our programs for success and ensuring our student-athletes have every opportunity to thrive.”

BACKGROUND

SB 3 modernizes Kentucky’s NIL laws to keep universities competitive as federal policies evolve.

Key provisions include:

• aligning with national standards so Kentucky universities remain competitive in recruiting and retention by following national fair market value guidelines,

• direct compensation agreements to allow universities to enter agreements with student-athletes, positioning them for participation in the expected NCAA settlement,

• expanded earning potential through sublicensing of NIL rights, enabling third-party agreements that increase financial opportunities for athletes,

• establishing contract safeguards to prevent exploitation in NIL agreements, and

• implementing an emergency clause to ensure swift action upon passage.

The bill responds to House v. NCAA, a pending federal case that could require significant NIL reforms, including a system where universities directly compensate student-athletes and allocate up to $20-22 million annually in revenue-sharing. It also establishes a $2.576 billion fund for NIL backpay to athletes from 2016.

With Senate approval secured, SB 3 moves to the House for further consideration.

PHOTO: Senate Majority Floor Leader Max Wise (middle) was joined during the committee presentation of Senate Bill 3 by University of Kentucky Athletics Director Mitch Barnhart (right) and University of Louisville Athletics Director Josh Heird (left). Photo Credit: David Hargis, Photographer, Public Information Office, Legislative Research Commission.

(Dustin R. Isaacs – Office of Senate Majority Floor Leader Max Wise)