Donald Trump's Name, Image, and Likeness executive order: a neo-Jacksonianism tradition

Introduction: Governmental intervention in sport is not uncommon, especially at the professional level of the global sports industry. However, until recently, governmental intervention in intercollegiate sport was rare. Methods: Using a contextual analysis, this article situates Donald Trump's 2025 Name, Image, and Likeness (NIL) executive order within the historical tradition of neo-Jacksonian populism. Results: Drawing parallels to Andrew Jackson, it argues that Trump's intervention reflects exclusionary nationalism, economic populism, and executive-centered governance that expand protections for some while constraining others. Discussion: Framed as "saving college sports," the order reasserts amateurism, restricts third-party compensation, and curtails athletes' labor rights, potentially and disproportionately affecting Black athletes in revenue-generating sports. Conclusion: The article contends that the policy preserves institutional control and racialized hierarchies, limiting economic emancipation under the guise of reform.