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Presentation Type
Presentation
Full Name of Faculty Mentor
Fei Gao, Recreation and Sport Management
Major
Marketing
Presentation Abstract
Monetizing off one's Name, Image, and Likeness became legal for collegiate athletes on July 1st, 2021. Since then, Universities across the country have scrambled to develop programming, found collectives, and create deals for their athletes, effectively turning collegiate athletics into the "Wild Wild West''. In this study, I focused on gaining an understanding of the different types of reactions to NIL legalization amongst Sun Belt Conference universities. This included comparing what university athletic departments did in terms of program development, website updates, partnering with collectives, and more unique reactions to each university. I also ran a study of how CCU athletes, coaches, and athletic staff viewed NIL and how they felt CCU handled legalization (CCU’s response) through surveys of athletes and staff of 9 varsity teams and athletic administration. My research reflects that 71% of athletes and 62% of staff at Coastal believe it could be improved. Over 90% of Athletic staff surveyed wished more was offered by Coastal in terms of NIL educational programming for their athletes, and over 90% of athletes at CCU wished there was more NIL educational programming offered. By researching this topic, I can develop actionable items for Coastal Athletics to follow to improve their NIL response, therefore improving recruiting, athlete development, and community involvement. Thus making CCU athletics the top school for athlete NIL in the Sun Belt Conference.
Start Date
12-4-2023 12:00 PM
End Date
12-4-2023 12:20 PM
Disciplines
Marketing
Recommended Citation
Magann, Noelle, "The Collegiate Response to Name, Image, and Likeness (NIL) Legalization within the Sun Belt Conference" (2023). Undergraduate Research Competition. 35.
https://digitalcommons.coastal.edu/ugrc/2023/fullconference/35
The Collegiate Response to Name, Image, and Likeness (NIL) Legalization within the Sun Belt Conference
Monetizing off one's Name, Image, and Likeness became legal for collegiate athletes on July 1st, 2021. Since then, Universities across the country have scrambled to develop programming, found collectives, and create deals for their athletes, effectively turning collegiate athletics into the "Wild Wild West''. In this study, I focused on gaining an understanding of the different types of reactions to NIL legalization amongst Sun Belt Conference universities. This included comparing what university athletic departments did in terms of program development, website updates, partnering with collectives, and more unique reactions to each university. I also ran a study of how CCU athletes, coaches, and athletic staff viewed NIL and how they felt CCU handled legalization (CCU’s response) through surveys of athletes and staff of 9 varsity teams and athletic administration. My research reflects that 71% of athletes and 62% of staff at Coastal believe it could be improved. Over 90% of Athletic staff surveyed wished more was offered by Coastal in terms of NIL educational programming for their athletes, and over 90% of athletes at CCU wished there was more NIL educational programming offered. By researching this topic, I can develop actionable items for Coastal Athletics to follow to improve their NIL response, therefore improving recruiting, athlete development, and community involvement. Thus making CCU athletics the top school for athlete NIL in the Sun Belt Conference.