Honors Theses and Capstones

Date of Award

Spring 2024

Project Type

Senior Honors Thesis

College or School

PAUL

Program or Major

Economics

Degree Name

Bachelor of Arts

First Advisor

Scott Lemos

Abstract

As of June 2021, college athletes are allowed to benefit from selling their name, image, and likeness (NIL) by engaging in contracts with sponsors and businesses. Even though this law was passed to allow athletes to earn a fair pay for their hard work though utilizing their popularity and engaging with fans, its potential effect on athletes remains uncertain. This research examines the effects of NIL agreements on student-athletes’ well-being and team perceptions. More specifically, does the adoption of NIL place additional stress on student- athletes or disrupt their team dynamics? If so, what support can be granted to allow for more healthy NIL deals to be facilitated? The results of the study indicate that student- athletes at UNH who are engaged in an NIL deal have not experienced more stress, but instead motivation. The study also found neither a positive nor negative change in the perception of athletes who have been engaging in an NIL deal. These findings have important implications for student-athletes. Athletes can now successfully enter into an NIL deal without the fear of additional stress or changed perceptions. This research indicates that with the proper education, UNH student-athletes have the potential to create their own brand and earn profits to reflect their hard work.

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