Name, Image, Likeness: How Can Women Athletes Maximize Benefits Provided By the New NCAA Rule?

Date

2022-05

Authors

Dalal, Urvi

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Abstract

In July 2021, the NCAA revised their longstanding Name, Image and Likeness (NIL) Policy by allowing student-athletes to earn revenue from a third party via endorsements and sponsorships. This raised the question to what extent women could benefit due to the lack of media coverage provided to women’s sports. Furthermore, universities and the NCAA allocate fewer resources to promote women’s sports which further minimizes women’s visibility ergo their earning potential. This study examines attitudes towards the current NIL Policy and proposes strategies that women student-athletes can use to maximize benefits despite receiving significantly less media coverage and resources. A mix methodology method was used. A quantitative survey using Qualtrics followed by in-depth interviews were conducted. Results provided insights on how student-athletes feel about the NIL policy, and how they believe NIL can be implemented to help women benefit from NIL opportunities. Findings suggest that student-athletes at Texas State believe branding and the university’s support is crucial in gaining NIL opportunities, and the use of social media is an integral part of personal branding. Furthermore, gender is a major factor for influencing NIL opportunities. A summary of best practices for universities as well as women student-athletes are provided.

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Keywords

name, image, likeness, NIL, student-athletes, paying student-athletes, endorsements, sponsorships, disparities, media coverage, NCAA Policy, Honors College

Citation

Dalal, U. (2022). Name, image, likeness: How can women athletes maximize benefits provided by the new NCAA rule? (Unpublished thesis). Texas State University, San Marcos, Texas.

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