Collegiate Female Athlete Experiences with Name, Image, and Likeness

The purpose of this study is to examine experiences female collegiate athletes encountered with Name, Image, and Likeness (NIL) legislation. Ten collegiate female athletes across multiple divisions and geographic regions were interviewed for this study. Participants discussed various facets of their experiences with NIL, such as team dynamics and personal branding. The results of this study suggest differences in 1) their institutional educational processes for NIL, 2) their attitudes towards NIL, 3) shifts (or lack thereof) in their team's group cohesion and leadership, and 4) their experience with forming and managing their personal brand. This study adds to the current body of literature illuminating the ways in which NIL legislation has impacted team dynamics and athlete branding, an area of research previously unexplored.