This qualitative phenomenological study explored the perceptions of National Collegiate Athletic Association (NCAA) coaches on name, image, and likeness (NIL) to examine the effect NIL has on the NCAA dual mission of amateurism and education. The research questions were: (1) What were the perceptions of coaches regarding NIL in NCAA schools? (2) What do coaches perceive as the effect of NIL on student athletes' education? (3) What is the perceived impact of NIL on a coach's recruitment and retention in NCAA schools? (4) What do coaches perceive would level the playing field among NCAA schools regarding application of NIL? Fourteen NCAA Division I coaches were interviewed. After their interviews were transcribed and coded the researcher analyzed the data to establish commonalties among their perceptions. Interpretations of the themes were applied to the research questions. The findings of the study indicated that the coaches no longer considered student athletes amateurs as defined by NCAA. The coaches did not perceive significant changes to student athletes' education as a whole. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://bibliotheek.ehb.be:2222/en-US/products/dissertations/individuals.shtml.]