Date of Award

January 2025

Document Type

Dissertation

Degree Name

Doctor of Education (EdD)

Department

Educational Leadership

First Advisor

Sandra Mortiz

Abstract

The introduction of Name, Image, and Likeness (NIL) regulations in collegiate athletics has created new financial and branding opportunities for student-athletes. Simultaneously, there has been an evolving legal landscape surrounding cannabinoids both at the state and National Collegiate Athletic Association (NCAA) levels. This dissertation in practice explores this emerging intersection by examining student-athlete perceptions of NIL opportunities with cannabinoid brands and highlighting the perceived advantages and disadvantages of such deals. This dissertation in practice consists of three artifacts. Artifact I provides essential background information on NIL, cannabinoids, and the House v. NCAA settlement. Recognizing the legal, institutional, and cultural shifts surrounding NIL and cannabinoids provides the foundation for the literature review to serve as a comprehensive analysis of the problem of practice. The literature review incorporates a wide range of scholarly research related to NIL and cannabinoid industries and is supplemented by relevant news articles to ensure a current and timely analysis through June 17, 2025. The literature review begins by examining NIL deals within both traditional and controversial industries, highlighting the ethical considerations that accompany sponsorships. The literature review also explores the impact NIL has had on recruitment efforts, student-athletes’ awareness and perceptions of NIL, and the perceived inequalities that exist, particularly among student-athletes from non-revenue sports. Additionally, the literature review includes research on the perspectives of coaches and athletic directors regarding NIL policies and practices. In addition to NIL, the literature review provides a detailed overview of cannabinoids. The overview includes the historical context of cannabinoid use, evolving state legalization efforts, public perceptions, and the medical purposes behind cannabinoid use. The literature review also highlights cannabinoid use among both professional and collegiate student-athletes. Additionally, Artifact I connects these two bodies of research by exploring the potential intersection of NIL deals and cannabinoid companies. Artifact II details a qualitative research study involving interviews with five female student-athletes from non-revenue sports, women’s volleyball and women’s swimming and diving. This study delved into the perspectives of student-athletes regarding the theoretical possibility of entering into NIL agreements related to the cannabinoid industry. This study also analyzed, from the viewpoints of student-athletes, the perceived advantages and disadvantages of pursuing NIL deals with cannabinoid companies and products. The interviews revealed four major themes: (a) general skepticism and discomfort with cannabinoid NIL deals, (b) concerns about public image and athletic standards, (c) financial and health-related benefits, and (d) legal and institutional barriers. Artifact III translates the research findings into an applied solution, which is an interactive educational module designed to equip student-athletes with the knowledge, resources, and ethical frameworks to evaluate NIL deals with cannabinoid companies. The educational module was ultimately designed to help student-athletes make informed decisions. The research findings indicated that while some student-athletes saw potential financial and advocacy benefits, concerns about on-going stigma, institutional conflict, and long-term reputational harm exist. Participants also expressed a desire for structured education and support in navigating this complex space. This dissertation in practice contributes to the growing body of NIL research by highlighting student-athlete voices, identifying institutional and regulatory gaps, and offering a proactive educational module to prepare student-athletes for an evolving endorsement landscape.

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