College athletics has entered a new era shaped by name, image and likeness (NIL) opportunities that allow student athletes to benefit from their personal brands. These changes have affected university athletic departments across the country, and at UW-Madison, the transformation has come with real and growing costs.
Wisconsin Athletics faces increasing annual expenses exceeding $20 million in large part because of a recent NCAA settlement requiring payment to student-athletes. This puts significant pressure on an already complex athletics business model, affecting every corner of the program. Not just high-profile teams, but all 23 Badger sports, including Wisconsin’s nationally respected Olympic and women’s programs.
Recognizing these challenges, Wisconsin lawmakers have taken action. With overwhelming bipartisan support, the Wisconsin State Assembly passed Assembly Bill 1034, legislation designed to modernize the state’s approach to college athletics in the NIL era.
This legislation is crucial to maintaining the UW’s competitive edge and enabling the program to realign its financial model for long‑term success.
What does the NIL bill do?
The proposed legislation helps Wisconsin Athletics even the playing field with a significant number of competitors in states that have NIL legislation offering similar protections contained in this bill.
At its core, AB 1034 and its companion bill SB 1075 provide debt relief for existing athletic facilities, freeing up resources that can be reinvested directly into the long-term sustainability of Wisconsin Athletics.
It also establishes statewide NIL regulations, including provisions allowing UW System institutions to contract with organizations supporting NIL activity and securing key NIL information from a privacy and competitive standpoint. This language codifies what has been current practice in athletics, offering student athletes greater certainty in the protection of their information and reducing Wisconsin Athletics’ risk of costly litigation.
Why does the university need this support?
This relief is critical. Without it, Wisconsin Athletics risks falling behind peer institutions that already benefit from more defined state policies and new adjusted financial structures. Failure to pass AB 1034/SB 1075 would force difficult decisions—choices that could erode the Badgers’ competitive edge at a moment when college athletics is changing faster than ever.
Beyond competition, the stakes are broader. Wisconsin Athletics plays a vital role in campus life and statewide pride—providing life‑changing opportunities for students, generating significant economic activity, and uniting more than two million Badger fans each year. AB 1034/SB 1075 helps ensure that this legacy remains strong, fair, and forward‑looking in the NIL era.
What's the current status of the bill and what can I do to help?
AB 1034 passed the Wisconsin State Assembly on a broad, 95-1 vote, but faces challenges ahead. Hearings and votes in committees are scheduled in early March with a full vote to come in the Wisconsin State Senate.
Supporters of the measure can contact their state senator to encourage them to pass this legislation.
