Semester of Graduation

August 2022

Degree

Master of Mass Communication (MMC)

Department

Mass Communication

Document Type

Thesis

Abstract

This study explores the unique intersection of the law and the theories of communication related to a student athlete’s ability to receive compensation based off their name, image, and likeness (NIL). The purpose of this study is to understand the future of NIL legislation application as it relates to emerging media and student-athletes’ privacy interests in order to better understand influencer marketing and the impact new legislation will have on student-athlete brand deals. Through a series of semi-structured, in-depth interviews, I explored industry trends in NIL as it relates to brand partnerships and advertising, focusing on key players, methods, and strategies of student-athletes, brands, and universities within the NIL space. Additionally, because NIL legislation is still emerging in some states, this study provides insights on how student-athletes, businesses, and universities could streamline communication when it comes to student-athlete influencer deals in the future.

Committee Chair

Dean Joshua Grimm

DOI

10.31390/gradschool_theses.5592

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