Date of Defense

2-17-2025

Date of Graduation

4-2025

Department

Accountancy

First Advisor

Sunday Speer

Second Advisor

Kate Eshleman

Abstract

Abstract

This paper analyzes disparities with the NCAA’s Name, Image, and Likeness (NIL) Rule. The 2021 introduction of the NIL Rule was a landmark event, allowing college athletes to profit from their personal brand. While NIL has resulted in many positive opportunities for college athletes, it is not without fault. Specifically, this thesis will explain how NIL amounts differ between both male and female athletes and revenue and non-revenue sports, and will explain the key factors contributing to the disparity in each area.

Using data obtained from the NCAA’s NIL Assist Data Dashboard for the period January through December 2024, this study highlights the disparity in how much more male athletes receive in NIL money compared to their female counterparts, specifically football men’s basketball student-athletes. Male athletes, in fact, report higher disclosure values across nearly all sports, with revenue-generating sports athletes generating 4.5 times more per NIL deal than non-revenue athletes. Cultural and economic factors, the influence of collectives, media coverage, and transaction types also contribute to gender disparities. Revenue generation, collective funding, and recruiting trends drive the disparities between revenue and non-revenue sports.

Addressing these inequities requires greater support for female athletes through women-focused collectives and stricter Title IX compliance. For non-revenue sports, equal resource allocation by collectives is essential. In the end, while the NIL Rule has empowered athletes, further efforts are needed to create a more equitable and inclusive system.

Access Setting

Honors Thesis-Open Access

Additional Files
Presentation.pdf (510 kB)
Defense Presentation
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