Sports Media

Athletes Grow Their Brand and Identity Through NIL

Academic Level at Time of Presentation

Senior

Major

Journalism

Minor

Media Production

List all Project Mentors & Advisor(s)

Dr. Melony Shemberger

Presentation Format

Event

Abstract/Description

NIL deals can provide many opportunities for NIL athletes, including receiving endorsements and more money, as well as creating their own brand and identity through social media. This paper analyzes the background of NIL deals, quality of NIL athletes social media (post frequency, quality of content, etc.), and the institutional factors that play a role in receiving endorsements/sponsorships. Although there are positives that have come from NIL, there are some negatives and challenges athletes will face, including the looming TikTok ban next year.

Fall Scholars Week 2024 Event

Sports Media Research Projects (JMC 384)

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Athletes Grow Their Brand and Identity Through NIL

NIL deals can provide many opportunities for NIL athletes, including receiving endorsements and more money, as well as creating their own brand and identity through social media. This paper analyzes the background of NIL deals, quality of NIL athletes social media (post frequency, quality of content, etc.), and the institutional factors that play a role in receiving endorsements/sponsorships. Although there are positives that have come from NIL, there are some negatives and challenges athletes will face, including the looming TikTok ban next year.