NIL, Stakeholders, and Image Transfer: An Empirical Study of Mid-Major Student-Athletes

Abstract

This research adopts a sequential method, based on a funnel-based focus group designed to explore a set of research questions related to the impact of the Name, Image, and Likeness (NIL) legislation and policy changes directed toward student-athletes participating in Mid-Major contests sanctioned by the NCAA. The impact of the June 21st, 2021, ruling by the U.S. Supreme Court, that led to the newfound ability of NCAA student-athletes to access sponsorship income and produce/service endorsements, is qualitatively examined from the perspective of these student-athletes. The sequential method identifies opportunities for improved NIL efforts and articulates a lack of understanding of NIL.