The female athlete's dilemma in the age of Name, Image, and Likeness

For female student-athletes in the US, the advent of Name, Image, and Likeness (NIL) possibilities represents a distinct form of entrepreneurship that demands two often competing forms of labor: athletic and aesthetic. Unlike professional athletes, college athletes typically lack the same resources, experience, and institutional support, making their NIL engagement both more precarious and more revealing of the structural dynamics at play. Some female athletes face a dilemma where monetary gain might come at the perceived cost of promoting their aesthetic beauty rather than their athletic prowess to maximize NIL opportunities. The motivation for this study was to better understand how student-athletes are navigating the NIL space and how they perceive themselves, their labor, and the efforts of others engaged in similar work.

Our work suggests young athletes should be encouraged to build and manage their social media platforms strategically, while proactively addressing potential obstacles related to NIL participation, branding, and personal boundaries. Universities should support female athletes by fostering interdisciplinary partnerships that encourage collaboration between athletic departments and programs, such as business, mass media, or communications, to help student-athletes develop entrepreneurial skills and explore new NIL opportunities. Athletes can also be supported by creating spaces for peer-to-peer engagement, such as regular meetups or workshops, where student-athletes can share NIL experiences and strategies. Regional NIL conferences could explore area-specific opportunities and challenges to help support the early development of digital presence. Individuals can support female student-athletes by engaging with crowdfunding websites such as Opendorse and purchasing an autograph or shout-out from a female athlete. Finally, individuals could support university collectives that provide NIL opportunities for women, and make their support felt by attending women's sporting events.