Exploring NIL Self-Marketing and Branding Strategies of NCAA Group of Five Division I Collegiate Athletes
DOI:
https://doi.org/10.17161/jis.v19i3.24627Keywords:
self-marketing, branding, Name, Image, and LikenessAbstract
This single-site qualitative case study examines how NCAA Division I Group of Five student-athletes engage in self-marketing and personal branding in the evolving name, image, and likeness (NIL) landscape. Guided by the Model of Athlete Brand Image (MABI), the study explores how student-athlete branding practices align with the framework’s three dimensions (athletic performance, attractive appearance, and marketable lifestyle). Fourteen student-athletes representing six distinct sports participated in semi-structured interviews. Findings indicate student-athletes’ NIL efforts were largely self-directed, shaped by limited institutional resources typical of NCAA Division I Group of Five contexts. Participants relied heavily on direct outreach and inconsistent social media strategies, with most emphasizing performance and appearance over lifestyle branding. Despite these challenges, student-athletes identified NIL participation as beneficial for developing communication, professionalism, and financial literacy skills. This study contributes to the literature by applying MABI to a collegiate NIL environment, offering a theoretically grounded understanding of how student-athletes at resource-constrained institutions build personal brands in the absence of formalized support. Implications highlight the need for athletic departments to provide structured NIL education, branding guidance, and strategic support that better prepare student-athletes for the demands of NIL participation.
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Copyright (c) 2026 Kerrianne S. McClay, Michael F. Dalgety, Zachary C. T. Evans, Benjamin J. Downs, James E. Johnson
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