Honors Theses
Date of Award
Spring 5-9-2025
Document Type
Undergraduate Thesis
Department
Integrated Marketing Communication
First Advisor
Debora Wenger
Second Advisor
Iveta Imre
Third Advisor
Brennan Berg
Relational Format
Dissertation/Thesis
Abstract
The NIL Ripple Effect: How Name, Image, and Likeness Reshapes Student-Athletes, Mental Health, and Fan Perception examines the shifting dynamics of college athletics and how these changes affect student-athletes, fans, and institutions. The study explores the consequences of Name, Image, and Likeness (NIL) deals and its effects on student-athletes' mental health and fans’ perception. Through interviews with athletes and analysis of current policies, this research highlights the mental, financial, and competitive pressures that NIL places on student-athletes. While NIL provides financial opportunities, it also demands brand management, public visibility, and performance consistency, often leading to heightened stress. Additionally, this study examines the evolving relationship between fans and athletes, as NIL and the transfer portal shift the way supporters engage with their teams. With players increasingly seen as free agents, traditional loyalties are tested, and concerns over fairness, transparency, and program stability grow. As college sports transition into a business-driven model, this research highlights the need for stronger regulations, mental health support, and ethical policies to protect student-athletes. The findings contribute to the broader discussion on ensuring that progress in college athletics does not come at the expense of athlete well-being and the integrity of the game.
Recommended Citation
Walker, Jaleah, "The NIL Ripple Effect: How Name, Image, and Likeness Reshapes Student-Athletes, Mental Health, and Fan Perception" (2025). Honors Theses. 3326.
https://egrove.olemiss.edu/hon_thesis/3326
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.