NIL emerged from a multi-faceted attack on the concept of amateurism. That includes, but is not limited to, a small handful of challenges by athletes. As decisions have piled up, largely since 1984, the concept of a tacit exemption due to protection of amateurism gradually faded away. Finally, challenges by O'Bannon (NIL vis. gaming images) and Alston (NCAA's non-cash compensation rule) were the ones that hit at the right time and popped the cork.
College athletics stipends have been offered for about 150 years now in some form or other, with athletic scholarships created in 1950. There have been court decisions all along the way that declined to view the student-athlete in light of the Sherman Act. This is the "notion" that I refer to.
Here's
a 2007 article from the Oregon Law Review discussing the history of the NCAA vis. Sherman. Quite interesting indeed. You'll notice that the concept of amateurism was the restraint largely keeping the NCAA free of Sherman application.
A couple of excerpts:
"Conventional judicial wisdom suggests that NCAA regulations fall into two general categories: (1) rules designed to promote and preserve the eligibility and amateur status of student athletes; and (2) other forms of regulation with a more economic purpose." [329]
"Courts tend to routinely validate restrictions allegedly designed to promote the goal of amateurism, while other NCAA rules and regulations are subject to closer judicial scrutiny." [329]
"In 1916, the NCAA defined the “amateur athlete” as “one who participates in competitive physical sports only for the pleasure, and the physical, mental, moral, and social benefits directly derived therefrom.” [331]
"The tremendous growth in popularity of college football beginning in the 1920s apparently made actual enforcement of the NCAA amateur code so difficult that it “presented a dilemma not unlike the one posed by the Eighteenth Amendment of the U.S. Constitution where in it prohibited the manufacture and sale of alcoholic beverages.” [332]
"Consequently, in 1948, the NCAA took a significant step by adopting the so-called Sanity Code in an effort to develop a meaningful enforcement mechanism to assure compliance with its rules and regulations. The Sanity Code restricted financial aid to student-athletes by requiring that recipients utilize the “normal channels” that other students were compelled to follow. [332]
"From an antitrust perspective, this attempt to secure concerted action from NCAA member institutions also laid the foundation for, and increased the likelihood of, Sherman Act challenges to rules and regulations that arguably restrained competitive forces in the marketplace." [333}
"The Sanity Code did not enjoy a long life; in fact, within two years the Code was dead." [333]
"Prior to the Supreme Court’s 1984 decision in
NCAA v. Board of Regents, very few antitrust claims had been asserted against the NCAA. Courts tended to be dismissive of antitrust challenges to NCAA rules and regulations and often focused on the NCAA’s alleged noncommercial objectives. Federal judges resisted the idea of interfering with what was perceived to be a legitimate effort to promote amateurism and fair competition in NCAA athletics. Even when the plaintiff was not a student athlete challenging amateurism or eligibility standards, the NCAA generally prevailed." [337]
"Importantly, the Supreme Court implicitly determined that the NCAA is not a single entity by applying section 1 of the Sherman Act to the collective actions of the NCAA member institutions." [338]
"In the wake of the relatively few federal district and appellate court antitrust decisions dealing with allegedly anticompetitive NCAA practices, the Supreme Court decided
Board of Regents. In the context of an antitrust challenge to the NCAA’s college football television plan, the Supreme Court set the stage for the modern dichotomous approach to antitrust analysis of NCAA regulatory activity. The issue of academic and economic regulation of college athletes was not directly before the Court, but the majority opinion nevertheless laid a strong foundation for subsequent arguments that the antitrust laws should not invalidate restraints on competition for the services of NCAA student-athletes." [339]