Date of Award

January 2025

Document Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Department

Communication

First Advisor

Joonghwa Lee

Abstract

The 2021 relaxation of Name, Image, and Likeness (NIL) regulations by the NCAA has transformed collegiate athletics, granting student-athletes the opportunity to profit from their personal brands. These changes deliver financial and personal advancement opportunities but introduce new challenges. Student-athletes encounter challenges in managing responsibilities related to athletics, academics, and commercial activities amid evolving NIL compliance requirements. Universities struggle to manage multiple pressures including compliance requirements and recruitment strategies along with challenges from the Transfer Portal.

This study explores the motivational factors behind student-athletes' engagement with NIL and their learning preferences through a qualitative approach. The researcher conducted in-depth interviews with twenty Division I student-athletes, followed by thematic coding and analysis. The researcher identified twelve key themes, offering a comprehensive understanding of student-athletes' perspectives.

This study explores the motivational factors behind student-athletes' engagement with NIL and their learning preferences through a qualitative approach. The researcher conducted in-depth interviews with twenty Division I student-athletes, followed by thematic coding and analysis. The researcher identified twelve key themes, offering a comprehensive understanding of student-athletes' perspectives.

The research findings will inform the development of customized NIL education programs, specifically a tailored NIL First Year Seminar (FYS), designed to equip student-athletes with essential skills, such as financial literacy and effective brand creation, to navigate the complex and evolving NIL landscape autonomously and competently while ensuring compliance.

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