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The gender equity imbalance in college athletics has been an issue since the National Collegiate Athletic Association (NCAA) was formed in 1905 (Boninger, 2018). On July 1, 2021, the NCAA put together a NIL policy that all athletes across all divisions can benefit from their brands (Jessop & Sabin, 2021). The impact that NIL will bring to compensation between male and female student-athletes can compare to the impact that Title IX brought to female sports participation rates in 1972 (Staurowsky & Rhoads, 2020). The reasons deal with social media and how female student-athletes use it. Female student-athletes tend to be more active on social media resulting in large engagement numbers and a greater following which is key for brand partnerships (Titus, 2021).
This presentation will: (1) discuss name, image, and likeness (NIL); (2) explain gender equity in college athletics; (3) show examples of NIL deals for female athletes
References: Boninger, N. (2018). Antitrust and the NCAA: Sexual Equality in Collegiate Athletics as a Procompetitive Justification for NCAA Compensation Restrictions. UCLA Law Review, 65(3), 754–807 Jessop, A., & Sabin, J. (2021). The Sky Is Not Falling: Why Name, Image, and Likeness Legislation Does Not Violate Title IX and Could Narrow the Publicity Gap Between Men’s Sport and Women’s Sport Athletes. Journal of Legal Aspects of Sport, 31, 253–288 Staurowsky, E. J., & Rhoads, A. (2020). Title IX Athletics Coordinators in NCAA Division I Institutions: Roles, Responsibilities, & Potential Conflicts of Interests. Journal of Issues in Intercollegiate Athletics, 381–404 Titus, P. (2021, July 6). How female athletes and women’s sports can benefit from NIL. Tampa Bay Times. https://www.tampabay.com/sports/gators/2021/07/06/how-female-athletes-and-womens-sports-can-benefit-from-nil/
NCAA, Name Image Likeness, NIL, student-athletes, social media, Transformations, Sports Management