The Coalition for the Future of College Athletics (C4FCA), comprising 28 Division I athletic conferences, has been established to advocate for increased standardization in the regulation of name, image, and likeness (NIL) in college athletics.

The main goal of C4FCA is to guide the creation of federal NIL regulations.

State laws for NIL differ significantly. Schools often see the differences in these laws as competitive advantages or disadvantages. This has led to schools lobbying state legislatures to amend or repeal laws, resulting in uncertain regulations.

Federal regulation could help with uncertainty and regulate the NIL landscape. However, critics say that such regulation would undermine the ability of individual student-athletes to shop around and get market value for their skills.