There is no nil in NIL: examining the social media value of student-athletes’ names, images, and likeness

This research contributes to our understanding of the name, image, and likeness (NIL) value student-athletes’ social media profiles. In Study 1, we scraped data from Twitter (Nf = 3,880; Nb 757) Instagram 2,223; 647) profiles male collegiate-level football basketball athletes. 2, (N 1,058; posts 20,978) 1,410; 16,453) all student-athletes four (two top-tier two mid-tier) representative universities. Applying influencer marketing industry standard rates, current shows that possess NIL value. Results further indicate has a relationship with, but is not solely generated at, institution level. Thus, this student-athlete personal branding knowledge, informs discussion around policy practice related student-athletes, university athletics departments, athletic conferences, National Collegiate Athletic Association (NCAA).