Impact of Name, Image, and Likeliness (NIL) on Collegiate Athletics
Date
6-16-2025
Document Type
Thesis
Degree Name
Master of Arts
Department
Kinesiology
Abstract
This graduate project examined the impact of the NCAA’s Name, Image, and Likeness (NIL) legislation on collegiate athletics. The study explored how this policy, enforced in 2021, reshaped the amateur status of student-athletes by allowing them to endorse their personal brand. It focused on the legislation’s implications across gender, sport, and division levels, while also considering how universities, teammates, and administrative practices were affected. The proposed method employed a two-phase mixed-methods design: an initial online investigation of university NIL practices, followed by a qualitative survey distributed to student-athletes across NCAA, NAIA, and NJCAA institutions. Survey responses were analyzed using thematic coding and statistical comparisons to identify trends based on demographic factors and NIL awareness. If carried out, the study would have provided practical insights for student-athletes navigating NIL opportunities and for university administrators shaping support systems. Moreover, it would have helped the NCAA understand the broader effects of its policy and offered guidance for improving NIL legislation moving forward, while also identifying disparities and ethical concerns linked to gender and access.