A Brief Introduction to
Name, Image & Likeness
- Dr. Yiran Su, UMass Amherst
NIL, which stands for Name, Image, and Likeness, allows college athletes to profit from their personal brand by signing endorsement deals, appearing in advertisements, and engaging in other promotional activities. For decades, the NCAA enforced strict rules of amateurism that prevented student-athletes from earning any compensation beyond scholarships and basic living expenses, even as college sports grew into a billion-dollar industry.
The push for NIL rights was a response to the growing commercialization of college sports. As the NCAA generated massive revenues through TV deals, sponsorships, and ticket sales, athletes themselves were left out of the financial benefits. Starting on July 1, 2021, student-athletes across all divisions could monetize their name, image, and likeness. This was a groundbreaking shift in college sports, granting athletes more control over their financial futures (O’Reilly et al., 2024). Though the implementation of NIL rules has varied by state and institution, creating some uncertainty, the core principle remains: athletes are now allowed to participate in the financial rewards generated by their talents and personal brands. This new era of NIL fundamentally challenges the long-held notion of amateurism, which revolves around the idea that college athletes should play “for the love of the game.” (Knoester et al., 2020) As college sports became increasingly lucrative, this ideal became harder to defend. With the introduction of NIL, athletes finally gained the right to profit from their talents, bringing them closer to the level of professional athletes in terms of financial opportunity.
In addition to NIL, the direct payments settlement has further transformed the landscape. For the first time, student-athletes can receive direct compensation from their schools, acknowledging the economic realities of college sports (CBS, 2024). This monumental shift ensures that athletes, who were once limited to scholarships, now have the chance to be paid for the revenue they help generate. While the specifics of these payments may vary, the principle remains clear: athletes are finally receiving their share.
When NIL first launched, it wasn’t just about athletes finally being able to profit from endorsement deals—it marked the rise of the "college athlete brand." Social media, which was already a powerful tool, became the driving force in the creation and expansion of these personal brands. Athletes who were once known solely for their on-field performances now had the opportunity to position themselves as marketable entities across a wide range of industries. This shift allowed them to leverage their visibility and influence beyond sports, into spaces such as sneaker endorsements, energy drink partnerships, and local business promotions. The significance of this transformation is seen in how major brands have eagerly embraced the potential of college athletes as influencers. For instance, Amazon has collaborated with athletes to promote its products through targeted social media campaigns, capitalizing on the athletes’ ability to reach and engage their peers and younger audiences. Similarly, Unilever has tapped into athletes' social media influence to market their widely recognized personal care brands like Dove and Axe. What makes these collaborations particularly appealing is the relatability and authenticity college athletes bring to their endorsements. Unlike professional athletes, who are often seen as distant or unattainable, college athletes maintain a more grounded connection with their audiences, whether they are fellow students, alumni, or fans of the school (Su et al., 2024). This relatability makes their endorsements feel more genuine, enhancing the effectiveness of campaigns and fostering deeper brand loyalty.
But branding of an athlete brand isn’t just about grabbing a deal. It’s about creating a lasting image—an identity that transcends sports (Hawkins-Jedlicka et al., 2023). For some, that might mean cultivating a narrative around hard work, resilience, and community impact. For others, it’s about standing out with flair and personality. Branding, for college athletes, offers something that transcends short-term gain: it opens doors to opportunities post-graduation, whether that’s a professional sports career or a pivot into entrepreneurship, broadcasting, or another field entirely. For today’s athletes, mastering the art of branding is as essential as mastering the jump shot or perfecting the swing. It’s about owning their identity and shaping their future—not just as athletes, but as businesspeople and influencers.
Branding: The Key to the NIL Revolution
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The Pressure of Being a Brand
The evolution of athlete branding through NIL has opened new opportunities but also brought its own set of challenges. For every athlete signing a lucrative deal, there’s immense pressure to keep that momentum going. Athletes aren’t just competing on the field anymore—they’re also competing in the marketplace. This dynamic requires them to juggle multiple roles, including student, influencer, and athlete, each of which comes with its own set of expectations and brand associations (Su, et al., 2024). Balancing these three identities, student, influencer, and athlete, can be overwhelming. Athletes are expected to engage constantly with fans, grow their social media following, and maintain a positive image, which adds an extra layer of responsibility. Managing these demands while maintaining academic and athletic performance can create a heavy burden.
Brand Identity
For many athletes, the challenge is not just excelling in one area but balancing all three identities without losing sight of what made them successful in the first place, which is their athletic ability. Managing these competing roles can lead to burnout, especially when athletes must consistently perform well in all areas to maintain their financial rewards. Moreover, college athletes already juggle rigorous practice schedules, travel for games, and academic coursework (Ryba et al., 2021). Adding brand management to the mix, which requires constant engagement, content creation, and contract negotiations, can stretch them thin. Many athletes find it difficult to allocate enough time to each aspect of their lives without compromising one or the other.
