Following the district court’s approval of the House settlement in 2025, in which Division I schools that opted into the settlement were allowed to directly compensate student-athletes, schools began looking for ways to remain competitive in recruiting and retention. Some have turned to third-party multimedia rights companies (MMRs) to structure NIL opportunities outside the revenue-sharing amount. That strategy has now placed MMRs at the center of a larger enforcement dispute: whether these entities should be treated as “associated entities” subject to heightened review by the College Sports Commission (CSC).