Honors Theses
Date of Award
Spring 5-7-2026
Document Type
Undergraduate Thesis
Department
Integrated Marketing Communication
First Advisor
Bobby D. Steele Jr.
Second Advisor
Kofan Lee
Third Advisor
Jodi Skipper
Relational Format
Dissertation/Thesis
Abstract
This thesis examines the change of amateur athletics with the rise of Name, Image, and Likeness (NIL) rights. For many years, the NCAA followed an amateurism model that prevented student-athletes from earning money, even though their efforts generated major profits through media contracts, sponsorships, and branding. The arrival of NIL in 2021 marked a major shift, allowing athletes the chance to earn money from their personal brand, which redefined the role they play within the collegiate athletic system.
This study looks at NIL from several angles, including its legal background, financial impact, and cultural significance. By reviewing key legal cases such as NCAA v. Alston and the rapid growth of NIL marketplaces, the research shows how athletes have moved from being passive participants to active players in the sports economy. It also highlights how NIL has created new ways for athletes to earn money, build their personal brands, and grow their careers, especially those in non-revenue sports.
To provide a real-world perspective, this thesis includes interviews with current and former student-athletes. Their stories illustrate both the benefits and challenges of
NIL in practice. The paper also looks at groups like The Grove Collective at the University of Mississippi to show how collectives, business partnerships, and fan support have changed the way NIL opportunities are distributed.
While NIL has given athletes more ways to earn money, this research also explores its challenges. These include differences in compensation, increased pressure on athletes to keep up a public image, and the growing impact of NIL on recruiting, retention, and the transfer portal. The study also explores how state policies, such as possible tax breaks, show that NIL is becoming more and more connected to the economy and politics.
Ultimately, this thesis argues that NIL marks a lasting change in college sports. It is redefining what amateurism means and shaping the future of athlete empowerment. As the system continues to evolve, its long-term effects will depend on finding the right balance between new ideas, rules, and fairness for everyone involved.
Recommended Citation
Matulich, Olivia J., "From Amateur to Influencer: The NIL Era Takes Over" (2026). Honors Theses. 3595.
https://egrove.olemiss.edu/hon_thesis/3595
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