NIL in College Sports: A Closer Look

Presenter

Nicholas A. Weng

Campus

UMass Amherst

Sponsor

Muzzo Uysal, Department of Hospitality and Tourism Management, UMass Amherst

Schedule

Session 4, 2:30 PM - 3:15 PM [Schedule by Time][Poster Grid for Time/Location]

Location

Poster Board A97, Campus Center Auditorium, Row 5 (A81-A100) [Poster Location Map]

Abstract

The introduction of Name, Image, and Likeness (NIL) rights has ushered in an era in college and professional sports, challenging traditional amateurism. This emerging turn of events allows student-athletes to commercialize their personal brands, presenting a dynamic landscape with multifaceted implications. Despite being a relatively recent development, the two-year legality of NIL has showcased significant impacts on collegiate athletics. This study aims to contribute to the evolving discourse by investigating the nuances and complexities that surround NIL. The research dives into the impact on endorsements, sponsorships, and partnerships within the broader sports industry, emphasizing the role of social media, the delicate balance between promoting NIL opportunities and preserving the integrity of collegiate sports, and the financial implications for athletes across diverse sports and demographics. With the use of secondary sources, the study will take a deeper evaluation into the NIL valuations, examining context that includes name, school, status, social media followers count, and more. The study seeks to fill existing research gaps, providing valuable insights for stakeholders to navigate the intricate terrain of college sports amidst this paradigm shift. As NIL grows and continues to shape the sports landscape, this research aims to offer practical knowledge and foster a comprehensive understanding of the long-term implications of athlete empowerment in the context of NIL.

Keywords

Name, Image, and Likeness (NIL), National Collegiate Athletic Association (NCAA), Amateurism, Sponsorship, Student-Athletes

Research Area

Sports and Exercise Science + Physiology

SIMILAR ABSTRACTS (BY KEYWORD)