Player to Influencer? College Athletes’ Roles and Identities in the Context of Name, Image, and Likeness

Limited research has explored how the implementation of name, image, and likeness has altered athletes’ roles/identities particularly those pertaining to social media influencing. Through a survey of 200 Power Four athletes across seven revenue/nonrevenue sports, we uncovered a multitude of findings related to athletes’ influencer roles/identities. One-way analysis of variances/multivariate analysis of variances demonstrated athletes from lower socioeconomic backgrounds are more likely to identify as influencers. Moreover, compared with peers from other sports, football athletes were more likely to hold an influencer identity. Finally, football athletes of color from lower socioeconomic statuses were more likely to report having an influencer role. Results highlight understanding the future of name, image, and likeness, and its influence beyond finances especially implications for athletes’ holistic development.