arbiter
JournalsPricingAccount

Name, Image, and Likeness (NIL) Marketing in Context, Part I: Who Really Wins? Enterprising Student-Athletes and the Issues They Face

Christina L. Myers et al.

Advertising & Society Review2025https://doi.org/10.1353/asr.2025.a958011article
ABDC C
Weight
0.50

What the paper says

Abstract: The introduction of Name, Image, and Likeness (NIL) legislation in college athletics has significantly transformed the landscape of collegiate sports, offering student-athletes new opportunities for financial independence through endorsement deals, sponsorships, and social media influence. While these changes promise increased financial autonomy, they also introduce new complexities into an already entrenched system of collegiate athletics rules and regulations, particularly as NIL privileges and opportunities are unevenly distributed among athletes and institutions. Sponsored by the AEF and hosted by Clark Atlanta University in 2024, this two-part discussion brings together experts to examine critically the dual nature of NIL rights. Analyzing how NILs both challenge and reinforce existing power dynamics within college sports, these experts pay special attention to the context of racial capitalism and the exploitation of Black athletes, as well as the disparities experienced by women in sports. Additionally, this discussion explores the compliance challenges associated with NIL policies, collegiate institutional resistance, and the broader implications of the commodification of NILs in shaping the economic and racialized realities of college athletics. The discussion also addresses the tension between NILs’ financial benefits and potential to exacerbate existing inequalities and systemic exploitation. The panelists—Sunnita Blount, Tommy E. Jackson, Shani Idlette, Markesha McWilliams Henderson—join hosts Christina L. Myers and Ed Timke.

Open paper page →

Cite this paper

https://doi.org/https://doi.org/10.1353/asr.2025.a958011

Or copy a formatted citation

@article{christina2025,
  title        = {{Name, Image, and Likeness (NIL) Marketing in Context, Part I: Who Really Wins? Enterprising Student-Athletes and the Issues They Face}},
  author       = {Christina L. Myers et al.},
  journal      = {Advertising & Society Review},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1353/asr.2025.a958011},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

Name, Image, and Likeness (NIL) Marketing in Context, Part I: Who Really Wins? Enterprising Student-Athletes and the Issues They Face

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.