Shaping College Athletics Through NIL Rights
Academic Level at Time of Presentation
Junior
Major
Television Production
Minor
Sports Communication
List all Project Mentors & Advisor(s)
Dr. Shemberger
Presentation Format
Oral Presentation
Abstract/Description
The introduction of Name, Image, and Likeness (NIL) rights has changed the structure of college athletics in major ways.
College football and basketball players can now earn money from endorsements, sponsorships, and their social media platforms. This paper explains how NIL rights have given athletes new chances for financial independence and personal branding, while also bringing challenges about fairness and school control. The Uses and Gratification Theory helps explain how athletes use media to meet personal and professional goals.
Other communication theories are used to show how the media and institutions influence this change. Through research from academic journals and case studies, this paper reviews the legal, institutional, and cultural impact of NIL on college sports and identifies areas for future study. NIL rights have created a new era where athletes are both students and entrepreneurs.
Fall Scholars Week 2025
JMC 384
Shaping College Athletics Through NIL Rights
The introduction of Name, Image, and Likeness (NIL) rights has changed the structure of college athletics in major ways.
College football and basketball players can now earn money from endorsements, sponsorships, and their social media platforms. This paper explains how NIL rights have given athletes new chances for financial independence and personal branding, while also bringing challenges about fairness and school control. The Uses and Gratification Theory helps explain how athletes use media to meet personal and professional goals.
Other communication theories are used to show how the media and institutions influence this change. Through research from academic journals and case studies, this paper reviews the legal, institutional, and cultural impact of NIL on college sports and identifies areas for future study. NIL rights have created a new era where athletes are both students and entrepreneurs.