Honors Theses
Date of Award
Spring 5-7-2026
Document Type
Undergraduate Thesis
Department
Marketing
First Advisor
David Mathis
Second Advisor
Christopher Newman
Third Advisor
Brennan Berg
Relational Format
Honors Thesis
Abstract
This thesis argues that while NIL policies have introduced new financial and promotional dynamics, the relationship between the University of Mississippi athletics and the Oxford business community is still primarily shaped by long-standing, collaborative practices. The study focuses on how NIL is influencing these established relationships and the economic landscape of a college town where the university acts as a major economic driver. Through six in-depth interviews with Oxford business owners across retail, hospitality, food service, and events, the research finds that athletics, and football in particular, fuel much of the city’s economic activity. However, businesses see NIL-driven endorsements as costly and uncertain, and instead invest in relationship-based marketing, such as local events and community connections, which offer more reliable returns. Locally owned Oxford businesses, more than national brands, rely on shared identity and deep community ties rather than transactional sponsorships or NIL endorsements. The research concludes that sustaining economic vitality in Oxford depends on prioritizing accessible, relationship-driven collaborations between athletic programs and local businesses, rather than focusing solely on NIL-driven partnerships.
Recommended Citation
Blossom, Benjamin D. Mr., "The Influence of Ole Miss and NIL on Local Business Strategy in Oxford, Mississippi" (2026). Honors Theses. 3464.
https://egrove.olemiss.edu/hon_thesis/3464