Date of Award

Fall 12-15-2023

Document Type


Degree Name

Bachelor of Science (BS)


Recreation and Sport Management


College of Health and Human Performance

First Advisor

Donald Rockey


Since the recent passing of legislation allowing student-athletes to profit from their own personal brands and sponsorships (Name, Image, and Likeness; NIL), there has been very little research. The purpose of this study was to measure the attitudes and support students have towards the financial compensation of their student-athlete counterparts. The researchers surveyed 67 Coastal Carolina University students. Using a quantitative study, data was gathered pertaining to the opinions toward NIL, feelings of team affiliation, and demographic information. Statistically significant differences were found toward some elements of NIL and gender, major, and academic year. A statistically significant correlation was also found between elements of NIL and team affiliation. The findings suggested that more research needs to occur to understand opinions of students toward the NIL.