Buddy Martin Blog: Name, Image, Likeness … Must We Continue Talking About This Annoying Topic? Yes!

“Think of it as a ship coming into harbor. The athlete is standing on the bow, looking ahead at the icebergs. And he knows what's going to happen. The name of the ship: The Titanic.”

Florida's Jacob Copeland came out of the box firing with this smart logo for NIL. (Twitter/Jacob Copeland)

A week ago I thought it was a good thing, long overdue reparation for the players, even if those past sins could not yet be completely absolved. Two days ago I changed my mind and came down on side of the Chicken Littles with blinders: Maybe this might NOT be good for the players. Right now I’m somewhere in the middle, leaning toward yes. But know this: The idea that infused money is always for the best is just a false narrative. And there are always unintended consequences.

Many times, the money just simply corrupts. And quite often the payoff goes mostly to predators before it gets to the intended person in the food chain. I fear when they get through slicing and dicing the NIL money targeted for the athlete, breaking off a piece for lawyer-agents, the school, the SEC, and any licensing fees, not much will trickle own to the actual athlete.

Many of us have lived through cataclysmic changes in college sports and believe me, I’ve experienced it all for the past 60-plus years -- including integration in the South, which was necessary and noble. But this one has me befuddled because I both love it and hate it. I also don’t really have a clue about how it works. But the path is certainly going to be an adventurous one.

“Think of it as a ship coming into a harbor,” one former Gator player and now a prominent lawyer told me. “The athlete is standing on the bow looking ahead at the icebergs. And he knows what’s going to happen. The name of the ship: The Titanic.”

But as the cliché goes, that ship has already sailed. So, we are going to have to play this one as it lies. Whatever, the rules officially began at 12:01 a.m. Thursday. And you only needed to check Twitter to see that players and lawyer-agents were sitting on ready. Cash is now king in the CFB lockerroom.

“We’ve invited the real world into college football and the amateurism dynamic,” said Oregon coach Mario Cristobal.

Be honest now – doesn’t an envelope of money or a check feel a little dirty? Like the McDonald’s wrappers in Knoxville? Or golden handshakes? Or Mailbox Money? One former coach told me he knew for sure some SEC players were once paid through a church. Bag men come in various disguises.

There is no doubt that the NIL changes will help some people, especially African American athletes, which is a good thing. The danger of the “Pie-In-The-Sky” mentality that suddenly college players are going to be expecting big-time money. Unfortunately, when they get recruited, there will also be a money discussion – and maybe marketing. And here’s the reality – some of the athletes have already been getting paid under the table. Always have.

As we stand, less than 48 hours into the new policy for allowing renumeration, we should not lose sight of the fact that some very bright people will prosper. They are the ones that have already chosen work ethic as a priority over party time. As a person who worked his way through college as a part-time sportswriter and summer intern, I fully understand the work ethic, capitalism and the needs for funding. I paid my own tuition.

Today’s collegians have far more opportunities through social media and the smart ones are already on it with their own logos, Tok-tok followers, Tweet brigade and maybe Facebook and LinkedIn accounts. Several Gator players and recent signees have already announced their desires to peddle their wares and have revealed logos – including wide receiver Jacob Copeland. Auburn quarterback Bo Nix have already cut a deal with Milo Sweet Tea. And so they're off! Ca-Ching!

(*Just before time of publishing, Jacob Copeland indicated he would be taking a bit of time before officially releasing his merchandise, so as to better understand what all is and isn't allowed under the new rules.)

Florida has already revealed its “Gatormade” video on its brands as an enticement, showing clips of Tim Tebow, Emmitt Smith, Laura Rutledge and other Gators which is spiffy and smart. It is a de facto endorsement and advertisement for future athlete-entrepreneurs: Open for business. Put your brand alongside ours.

There are also hyenas and wolves roaming around college programs already and despite the state regulations for lawyers and agents, some slime will fall through the cracks. We didn’t need Michael Douglas as Gordon Gekko in Wall Street to warn us about greed because there’s a little larceny in all our hearts, but maybe it’s time for these young athletes to look him up on YouTube.

In the end, it doesn’t really matter what we think, because the new day has arrived. We wish all the athletes great prosperity, granted that the imbalance between cash for the schools and the players has been shameful. But it can’t be made up in a day or a month or a year. I confess that I’m desperately afraid for the greatest game in sports being in peril and that Gordon Gekko is alive and well, about to pounce. And that doesn’t make me sleep well these nights.