Honors Theses
Date of Award
Spring 5-3-2024
Document Type
Undergraduate Thesis
Department
Integrated Marketing Communication
First Advisor
Chris Sparks
Second Advisor
Debora Wenger
Third Advisor
Chuck Ross
Relational Format
AP
Abstract
Since 2021, student-athletes have been reaping financial benefits of the commercialized use of their name, image, and likenesses (NIL). In addition to engaging in direct endorsement contracts with third party businesses, student-athletes are likewise working with NIL collectives to secure novel forms of funding opportunities. In this thesis, the current system of Name, Image, and Likeness (NIL) utilized in collegiate athletics will be examined. While NIL can be a beneficial source of income and exposure to student athletes across the country, the set of rules, or lack thereof, in effect is not substantial enough to maintain a safe and healthy environment for those directly affected.
A review of the published literature review was reviewed in this thesis along with court cases of NIL were investigated through established Law Reviews from Cornell and Harvard. Additionally, an analysis of information and opinion from sites including ESPN, NPR, and The Los Angeles Times and daily news updates on legislation and interviews from athletes and administrators on their impact. Finally, interviews with key stakeholders were conducted and included in a documentary. A 20 minute documentary highlighted the intricacies of different perspectives and issues of the current NIL structure. This thesis and documentary will explore the hypothesis that an increase in oversight and structure needs to be made for collegiate athletics to continue in this direction.
Recommended Citation
Harrington, Emma, "Opportunity and Oversight: The NIL and College Football Through the Lens of Ole Miss" (2024). Honors Theses. 3152.
https://egrove.olemiss.edu/hon_thesis/3152