The Future of College Sports: Jim Phillips’ ACC Vision and the National NIL Battle

A Commissioner with a Mission

In an era when college athletics are being transformed at breakneck speed, few figures have emerged as influential—or as forward-thinking—as Jim Phillips, the Commissioner of the Atlantic Coast Conference (ACC).

At the 2025 ACC Tip-Off in Charlotte, Phillips delivered a powerful address outlining his plan to navigate one of the most complex and rapidly evolving periods in college sports history. His message was one of balance: the need to preserve the traditions that make college athletics special while embracing the changes that will define its future.

“The ACC is not just participating in the new era of college sports,” Phillips said. “We are working to redefine it.”

Since taking the reins of the ACC, Phillips has sought to reimagine what a modern athletic conference can be—one that values education, equity, and excellence in equal measure. Under his leadership, the ACC has consistently ranked among the nation’s top athletic conferences while maintaining a strong academic profile.

U.S. News & World Report recently reaffirmed this reputation, ranking several ACC schools—including Duke, Virginia, and North Carolina—among the top public and private universities in the nation. “Academic success is at the heart of who we are,” Phillips emphasized. “Our student-athletes don’t just represent the ACC on the field or court—they represent the future of higher education and leadership.”

But as the ACC looks toward that future, the challenges facing college sports are bigger than ever: conference realignment, NIL chaos, mental health concerns, and a shifting legal landscape. And at the center of nearly all of it stands Jim Phillips.

Building a Stronger ACC

Phillips’ immediate focus has been ensuring that the ACC remains both competitive and stable amid a wave of change. With the Big Ten and SEC expanding their footprints and their revenues, the ACC’s commissioner has doubled down on strategic innovation.

Among the most significant reforms is the introduction of a nine-game football conference schedule, set to begin next year. This move ensures more balanced competition within the league and provides an opportunity for higher-quality matchups that appeal to both fans and playoff committees.

On the hardwood, Phillips announced a new scheduling model that requires both men’s and women’s basketball teams to play at least 10 games against other Power Four opponents. This is intended to strengthen tournament résumés and guarantee more marquee games during the season.

The ACC’s commitment to gender equity is another hallmark of Phillips’ administration. The upcoming basketball season will feature 115 nationally televised women’s games—a record for the conference. This visibility, Phillips says, “reflects the depth of talent in women’s sports and the ACC’s commitment to creating equal opportunities.”

One shining example of that commitment is Duke’s Kara Lawson, who was recently named head coach of the USA Basketball Women’s National Team. “Kara’s leadership and vision embody everything the ACC stands for,” Phillips said proudly. “Her success is a win for the entire conference.”

Off the field, Phillips has championed programs that focus on the mental, emotional, and academic health of student-athletes. The ACC is developing expanded counseling services, educational support systems, and financial literacy training to prepare athletes for life beyond college sports.

“Our responsibility doesn’t end when a game does,” Phillips said. “It extends into how we prepare young men and women for lifelong success.”

The NIL Revolution

While the ACC has made enormous progress internally, the most pressing challenge facing college sports today is external—the ongoing battle over Name, Image, and Likeness (NIL) rights.

Since the Supreme Court’s NCAA v. Alston decision in 2021, college athletes have been able to profit from their personal brands through endorsement deals, social media partnerships, and business ventures. It’s a change that has fundamentally altered the business of college athletics.

In just four years, the ACC alone has seen more than 6,000 NIL deals approved, with a combined value exceeding $35 million. For many athletes, these opportunities have been life-changing—allowing them to build financial security while still in school.

But according to Phillips, the lack of a national framework has created chaos. “The current patchwork of state laws has turned NIL into the Wild West,” he said. “Some schools and collectives are using NIL as a recruiting tool rather than a means of empowering student-athletes.”

Without uniform federal standards, schools in different states are operating under vastly different NIL rules—creating an uneven playing field. “Fair regulation of recruiting is essential for fair competition,” Phillips argued.

That’s why the commissioner has become one of the most vocal advocates for federal oversight. He believes that only Congress can establish a clear, enforceable system that ensures fairness and transparency for athletes and institutions alike.

The Battle in Washington — SCORE vs. SAFE

In Washington, two competing visions have emerged for how to regulate NIL.

The first, the SCORE Act (Student Compensation and Opportunity through Rights and Endorsements), is supported by the NCAA and Power Four conferences—including Phillips’ ACC. The SCORE Act would create a single federal standard for NIL, prohibit athletes from being classified as employees, and provide limited antitrust protection for the NCAA.

Phillips and other commissioners see it as a way to restore order and preserve the amateur model. “This isn’t about restricting athletes,” he said. “It’s about creating fairness and stability for everyone involved.”

But the bill has faced fierce resistance. A group of Senate Democrats—Maria Cantwell (D-WA), Cory Booker (D-NJ), and Richard Blumenthal (D-CT)—have spoken out strongly against it. “The SCORE Act is not for the athletes,” Cantwell said during an October press conference. “It’s for the people already making money off of them.”

These senators are backing their own alternative: the SAFE Act (Student Athlete Fairness and Enforcement). The SAFE Act includes much broader athlete protections, such as:

• Ten-year scholarship guarantees after eligibility expires.
   
• Five years of post-eligibility medical coverage.
   
• Federal NIL standards enforced by the FTC.
   
• Agent regulation and fee caps.
   
• Expanded transfer rights and the ability to return to school after entering a draft.
   
• Health and safety standards covering concussions, asthma, and heat exertion.

Supporters argue the SAFE Act is athlete-focused and future-minded. Opponents say it’s unrealistic and too costly for smaller programs.

Adding further complexity, the courts have continued to intervene. The recent House v. NCAA settlement approved limited revenue sharing between athletes and schools, marking a historic step toward recognizing the commercial value of college athletes. The settlement could reshape the financial structure of college sports entirely.

But as of late 2025, neither the SCORE Act nor the SAFE Act seems close to becoming law. Senator Blumenthal put it bluntly: “Nothing will pass if it’s purely partisan.”

 Looking Ahead — The ACC’s Path Forward

Even as lawmakers debate and the NCAA adapts, Jim Phillips remains focused on guiding the ACC through the turbulence. His message is consistent: the future of college sports must protect athletes without sacrificing what makes college athletics unique.

To that end, Phillips continues to emphasize three guiding principles: integrity, innovation, and inclusion. These are evident in every initiative—from improving conference scheduling to expanding NIL education and advancing mental health services.

The ACC’s success under his leadership has also been reflected in fan engagement. The 2024–25 basketball season drew record crowds, including over 70,000 fans at the T. Rowe Price ACC Tournament in Charlotte—the highest since 2009. The ACC remains the only Power Four conference to average more than 10,000 fans per game.

For Phillips, it’s proof that the conference’s foundation remains strong, even as college sports evolve. “Our fans, our athletes, and our institutions are united by something bigger than change,” he said. “We’re united by purpose.”

Still, challenges loom large. The NIL debate is far from over, the transfer portal continues to reshape rosters, and potential realignments threaten to further destabilize traditional rivalries. Yet Phillips sees opportunity where others see uncertainty.

“Our job is to adapt,” he said. “College sports are changing, but that doesn’t have to mean losing what makes them great. We can preserve our traditions while building a fairer and more sustainable system.”

In an environment defined by upheaval, Jim Phillips has positioned the ACC as a stabilizing force—a conference that not only competes at the highest level but leads with vision, compassion, and courage.

As the debate in Washington rages on and the courts continue to redefine the economics of amateur athletics, Phillips’ message remains clear: the ACC’s mission is not just to win games—it’s to shape the future of college sports itself.

And if his bold vision becomes reality, that future may well belong to the ACC.