arbiter
JournalsPricingAccount

Name, Image, and Likeness (NIL) Marketing in Context, Part II: 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.a958012article
ABDC C
Weight
0.50

What the paper says

Abstract: The introduction of Name, Image, and Likeness (NIL) legislation has transformed the economic and regulatory landscape of collegiate athletics, enabling student-athletes to monetize their personal brands through sponsorships, endorsements, and social media engagement. 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. In this second session, experts and practitioners imagine the future of NIL agreements, analyzing emerging trends in athlete branding, disparities in market access, and the evolving roles of institutions and regulatory bodies. Key concerns include the concentration of NIL opportunities among high-profile athletes, the challenges athletes in non-revenue sports face, and the need for standardized governance to ensure fairness and transparency. The panelists—Sunnita Blount, Tommy E. Jackson, Shani Idlette, Markesha McWilliams Henderson—join hosts Christina L. Myers and Ed Timke. The session is further enriched by the insights of Sunnita Blount, a sports, business, and entertainment attorney, who discusses the legal considerations and strategies for effectively managing NIL deals. Former Clark Atlanta University student Shani Idlette, a member of the NCAA National Student-Athlete Advisory Committee, shares a student-athlete’s perspective on the opportunities and challenges presented by NIL agreements.

Open paper page →

Cite this paper

https://doi.org/https://doi.org/10.1353/asr.2025.a958012

Or copy a formatted citation

@article{christina2025,
  title        = {{Name, Image, and Likeness (NIL) Marketing in Context, Part II: 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.a958012},
}

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

Flag this paper

Name, Image, and Likeness (NIL) Marketing in Context, Part II: 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.