Name, Image, Likeness

NCAA DIVISION III

Matt Jordan | Com Research | December 13, 2021

Executive Summary

BACKGROUND INFORMATION
The topic of Name Image Likeness (NIL) is new to the college sports world.

Previously under the NCAA guidelines, student-athletes were unable to earn

money, but now with the NIL legislation have passed student-athletes can earn

money through brand deals and partnerships. Name Image Likeness has taken

over the college sports world since it was passed June 3oth and put into place July

1st. The NIL ruling allows athletes to make money without fighting to get paid by

the school. NIL has the largest effect on the top athletes at Division I institutions.

They are the highest-profile athletes in college sports and will have the most

notoriety. Athletes at Division II or Division III can also earn deals and benefit

from the new rules. They have the same ability to earn money from their image as

top athletes do. It all depends on finding the right deal and partnership.

RESEARCH OBJECTIVES
The reason this research is being performed for athletes to benefit from NIL in Division

III. With the new legislation it is necessary to understand how they can benefit. Listed

below are the questions I was trying to answer through the research process:

 What is the best way for DIII athletes to use NIL?

 Should the DIII athletic department actively seek opportunities for athletes
and teams?
 Are individual NIL deals realistic for DIII?

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  What would the major differences be in potential deals between the DI and
DIII level?
 How would NIL affect Loras athletes?
 What could be some potential partners for Loras athletes/teams?

METHOD OF DATA COLLECTION AND ANALYSIS

The methods used to collect data include a survey, interview and focus group. The

survey was sent only to college athletes at Loras. Loras athletes were the targeted

audience because they fulfill the requirement of being a Division III college

athlete.

SUMMARY OF FINDINGS/RECOMMENDATIONS

After reviewing the results, we believe that Name, Image, Likeness is

realistic for athletes at the Division III level. However, the Division III level will

look different than the type of deals being signed by Division I athletes. Social

media has proven to be an effective method for NIL and one that Division III

athletes should look to capitalize on. It is not realistic for Division III athletic

departments to find deals for athletes because of size. If Division III athletes want

to find deals they will need to on their own. The rules of NIL are bound to change

with time and those changes will need to be addressed when performing the study

in the future. With the current report everyone who participated in the survey is a

student athlete at Loras College. In the future it might be smart to have athletes

from other colleges and universities to participate in the survey and interviews.

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 Table of Contents
Executive Summary……………………………………………………………………………………. 1

Background……………………………………………………………………………………… 1

Objectives of the Research………………………………………………………………. 1

Method of Data Collection & Analysis……………………………………………. 2

Summary of Findings/Recommendations………………………………………. 2

Introduction & Problem Statement……………………………………………………………. 4

Background of the Problem……………………………………………………………. 4

Authorization information……………………………………………………………… 5

Research Objectives………………………………………………………………………… 11

Methodology………………………………………………………………………………………………. 12

Research Design………………………………………………………………………………. 12

Research Method……………………………………………………………………………… 12

Findings………………………………………………………………………………………………………. 13

Conclusions & Recommendations………………………………………………………………. 26

Interpretation of Findings………………………………………………………………... 26

Recommendations……………………………………………………………………………. 27

References……………………………………………………………………………………………………. 28

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Appendix………………………………………………………………………………………………………. 29

Introduction & Problem Statement

BACKGROUND INFORMATION
The topic of Name Image Likeness (NIL) is new to the college sports world.

Previously under the NCAA guidelines, student-athletes were unable to earn

money, but now with the NIL legislation have passed student-athletes can earn

money through brand deals and partnerships. Name Image Likeness has taken

over the college sports world since it was passed June 3oth and put into place July

1st. The legislation passed by the NCAA states that this is a way for the college

athlete to earn money and avoiding the pay for play dilemma (Hosick). The pay-

for-play scenarios violate the amateurism policy by the NCAA. The policy

originally said that NCAA athletes cannot earn money because of the concept of

amateurism. The NIL ruling allows athletes to make money without fighting to get

paid by the school. NIL has the largest effect on the top athletes at Division I

institutions like the University of Iowa or Illinois. They are the highest-profile

athletes in college sports and will have the most notoriety. Even though athletes at

the Division I level can benefit most, athletes at Division II or Division III can also

earn deals and benefit from the new rules. They have the same ability to earn

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money from their image as top athletes do. It all depends on finding the right deal

and partnership.

AUTHORIZATION INFORMATION

SWOT

Strength

The first strength of the NIL legislation is the ability for athletes to make

money off of their name, image, and likeness. Athletes can sign brand deals and

earn money based on their prominence and athletic abilities. This is a new concept

that was introduced on July 1st of this year. In addition to athletes’ schools can also

benefit from the NIL legislation. There are teams signing sponsorship and

endorsement deals with prominent brands to become their sponsors. The team

side of NIL has brought a whole new element of sponsorship to the NCAA. NIL has

also opened a new way to recruit top talent to different schools. Schools can show

a recruit how much money they can make as a top player at their school. They can

show figures of comparable players and recruits to show them the added benefit of

playing for their school.

Weaknesses

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 The biggest weakness of NIL is that the focus is Division I. While this makes

sense because that is where the most money there are not many opportunities.

Athletes at Division II and Division III levels do not have the same type of TV

exposure that the Division I level does. There is also a different focus of each of the

levels. This is especially prevalent in Division III because there are no athletic

scholarships. Another potential weakness is that athletes will only focus on the

sport and not take school seriously. Having a sponsorship can cause distractions

especially for college students and they might not know how to budget their time

and not take school seriously because they are earning money based on their

playing ability and not academics. These top players may not have to rely on

academics to make it to the NFL, NBA, etc. but they will need it after their playing

careers are over.

Opportunities

NIL has created a lot of different opportunities for athletes when it comes to

them making money. The first one is social media. Social media is so prevalent in

society today and especially with the college and high school-aged population.

Sites like Instagram, Twitter, and Tik Tok have taken prominent roles in society

today. This is also the easiest way for a brand to get involved with a college athlete.

They often have a large following, which makes it easy for them to promote the

brand to a large audience. This also opens it up for female athletes to gain more of

a following. They are the ones that will likely have the biggest following on social

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media and be able to promote products as brand influencers. Some athletes have

prominent accounts on a platform like Tik Tok and have designed different dances

and videos to promote different products in new ways. NIL may also keep top

athletes in school longer to graduate before turning to the professional ranks. A lot

of top athletes are looking for ways to get their families out of poverty and going

professional to get a contract is what that would take, but now with NIL, there will

not be as much pressure on athletes to turn pro early before they may be ready.

NIL will allow players to develop their skills longer and earn degrees before leaving

to play professionally. It will also change recruiting scandals. Over the years there

have been many different scandals that revolve around players receiving illegal

benefits from schools or boosters. With NIL being available schools won’t have to

try to pay players to get them to come to their school.

Threats

While NIL is mostly positive there are still threats that need to be considered with

the legislation. The first is the fact that NIL is an interim policy. This means that it is

allowed for the time being but the policy may eventually change. The NCAA could decide

to end or restrict the way they can interact and promote products. Schools might also lose

control of their athletes because they are making too much money. If NIL is not handled

the right way then there might be issues between the athletes, brands, and schools. This

could also lead to athletes not being responsible for the money that they earn. They may

make bad purchases or investments with their money because they haven’t had as much

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of a disposable income. Sponsorship deals could lead to distractions that affect their on-

field play.

PEST ANALYSIS

Political

The political factor that has the biggest effect on NIL is that States were

creating NIL laws before the NCAA did. Only in response to the Alston supreme

court case did the NCAA allow athletes to make money from NIL. This case

allowed athletes to use their image to earn money in states like Illinois and

California. This means that the NCAA move was reactionary and they could have

rushed the process. If the rules were rushed they may not have been thought out

all the way. There could be some unintended consequences of the legislation

because it was put together quickly. While there are some limits to what athletes

can promote those could change with time. Currently, athletes are not allowed to

promote any products that are drug or gambling-related. While these are large

industries they go against the NCAA amateurism policy.

Economic

The economic impact on NIL is huge for the world of college sports. It is a

new way for brands to get involved in college athletics. It can also be done on

different scales with individual partnerships with athletes. College sports is a

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billion-dollar industry and this could type of sponsorship can be beneficial for

athletes and the brands they are representing. Brands can reach a new audience

than they have previously. An issue that may arise is that some athletes could be

off-limits because of the different athletic departments and school deals. An

example would be Adidas sponsoring an athlete that plays for a school-sponsored

by Nike. This deal would not be beneficial to either side because the athlete would

have to wear Nike gear while playing and Adidas would not get the full value out of

the sponsorship. The economic sustainability of NIL is also a factor to consider.

NIL is still a very new concept that is not even six months old. It is still the

honeymoon period and athletes are making money and businesses are buying in at

a high level. What happens in a year or two years? The landscape of college sports

could be completely legislation is in place the more money athletes will be able to

earn and the more exposure businesses will be able to get. If athletes are

representing their brands in the right way and being smart off the field, then NIL

should be very successful. If athletes begin causing issues and not representing the

business professionally they will likely lose their sponsorships and might scare

companies away from future deals with college athletes.

Socio-Cultural

Age is the biggest socio-cultural factor that can affect NIL. Brands are

sponsoring college athletes that are between the ages of 18-22. This is the target

market that a lot of brands want to reach. Teenagers and young adults can be

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impulsive to purchase different products especially when a peer or athlete that

they look up to is endorsing the product. Brands can open their products up to a

whole new market through NIL and create more revenue. The only issue that

might occur is whether or not they alienate a different demographic because of the

new focus. The older demographics who are not as tied into social media may not

see the product as much and therefore losing customers. Family poverty is another

factor to be conscious of with NIL. NIL is allowing athletes that come from poverty

to earn money that they can send home to help their family. This allows athletes to

help out back home before they get to the professional ranks. If an athlete is

successful enough they may even be able to change the outlook for their family

with their financial status. The potential issue can be greed. If an athlete comes

from poverty they most likely have not had money of their own to spend before.

This could lead to making bad decisions that could get them in trouble with

eligibility or even legal standards. This may be an extreme situation but it is still

something to be conscious of with athletes.

Technological

Technology is a major part of NIL, especially social media. Social media is

where a majority of sponsorships will occur. Athletes with a large following have

direct access to thousands of followers at the tip of their fingers. This is a great way

for businesses to work with athletes and get an effective return on investment.

Athletes can promote the brand by wearing or posing with the products to show

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followers. Young students are creative in ways to promote the products that will be

effective in reaching the brands' target audience. One potential problem with

social media is that one mistake can be caught on camera or posted and the image

of a person takes a hit. If controversial opinions are also talked about on social

media, then brands may decide to cut ties with the athlete. The brand may see the

athlete acting inappropriately which could lead to termination of a contract.

Something outside of the athlete's control such as a school scandal may make a

brand want to cut ties because it could be a bad image.

RESEARCH OBJECTIVES

Research Goal: To figure out how Division III/Loras Athletes can make money
and benefit from the NIL legislation

Research Objective: I am interested in Studying the concept of Name, Image,

and Likeness (NIL) in college sports in order to identify opportunities for Division
III and Loras College student-athletes.

The reason this research is being performed is to understand the opportunities

for athletes in NCAA Division III to benefit from the Name, Image, Likeness. With

the new legislation, it is necessary to understand how all athletes can benefit from

the NIL legislation. Listed below are the questions I was trying to answer through

the research process

 What is the best way for DIII athletes to use NIL?

 Should the DIII athletic department actively seek opportunities for athletes
and teams?

PAGE 11
  Are individual NIL deals realistic for DIII?
 What would the major differences be in potential deals between the DI and
DIII level?
 How would NIL affect Loras athletes?
 What could be some potential partners for Loras athletes/teams?

Methodology

RESEARCH DESIGN
The research done on NIL in Division III was to determine if athletes earning

money is realistic at the Division III level and what it might look like. It was

determined that deals would not be on the same level as Division I athletes. The

research was designed on finding the best options for Division III athletes to

benefit from the NIL legislation in college sports. The outcomes were determined

by surveys, focus groups, and interviews targeted at current college athletes at

Division III Loras College.

RESEARCH METHODS

The research methods used for this study on Name, Image, Likeness in NCAA

Division III were a survey, interview, and focus group. Used a survey sent to all

student-athletes on the campus of Loras College an NCAA Division III school. The

survey was used to gauge the interest of Student athletes’ opportunity to make

money based on their athletic ability. It looked at different factors such as the

sport each athlete plays and whether they are a male or female athlete. The survey

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also looked at the effect social media has on college athletes and the potential

impacts of NIL. Additionally, it looked to identify the types of brands and

businesses that student-athletes would want to partner with as a part of NIL. The

focus group and interview followed the same structure of questions and had the

same goal when acquiring information. The focus group and interview focused on

diving deeper into the information gathered in the surveys. The main focus was to

look at how individual athletes would view the potential of NIL at the Division III

level and what opportunities would arise. They were also able to identify what was

realistic and what should be expected of NIL at that level. The interview and focus

group questions were used to figure out what the best options and opportunities

would be for athletes in the Dubuque area.

Findings

SURVEY RESULTS

Review of Survey Data

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 The first question that was asked was whether the person taking the

survey was a male or female athlete. This question was important to ask

because it would allow me to see if there was a difference in answers

between male and female athletes. The split on the data was not ideal as

82.4% of the respondents to the survey were male and only 17.6% were

female. While both male and female athletes were represented The survey

results being heavy male athletes would create a skew in the data, but with

the overall topic being college athletes all answers fit the data set.

The second question asked related to the sports each athlete plays. The

sport that answered the most was baseball followed by basketball and

volleyball. Responses were also received from Cross Country and Track, cheer,

and softball. After reviewing the data, a better picture would have been gained

by having athletes from each sport on campus give response. While this

question accomplished the overall goal of having athletes identify their sport, it

was not organized the best. By having people write in the sport It made it hard

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to review and get exact numbers and percentages of responses. If there was a

difference in capitalization or abbreviation, it created a new data line. 

We wanted to know if college athletes would be interested in earning money as

college athletes and threw their athletic ability. From the results, 52.7% of

those who took the survey were very interested in making money as college

athletes. There was also a net positive response of 83.8% of athletes being

interested in earning money as athletes. I was expecting to see results similar to

what I received with this question. The ability to benefit from ones’ athletic

ability and earn money as a college athlete is intriguing for college athletes.

This is a new opportunity for college athletes and the data shows that over 80%

are interested in that opportunity.

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 For college athletes to make money they need to understand the

NCAA’s Name, Image, and Likeness policy. This is the legislation that was

passed on July 1, 2021, and has allowed athletes to make money while

keeping their eligibility. The information I got from my survey is that very

few people feel they are very knowledgeable about the NIL policy and how

it works. This was somewhat surprising to me because it has been a big

emphasis in the sports world and media about NIL and how it works. That

being said, there has not been a lot of information about how the policy

looks at the Division III level. There were 63.5 % of respondents that had

some knowledge about the policy but for the policy to be effective there

needs to be more knowledge given to those student-athletes. 

There are many brands that athletes would want to work with, however, in

my mind, some may not be realistic. Many respondents want to work with

brands like Nike or Under Armour. These are national brands that have a

worldwide reach. In my opinion and based on my research I do not believe

this is a realistic option for Division III athletes. Many other respondents

have options that I feel would be realistic with local businesses and

restaurants. There is also interest in brands that often have brand

ambassadors who promote products on social media. These are

opportunities that are realistic for many Division III athletes and maybe the

easiest to achieve.

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 Understanding the main goal for an athlete to sign a NIL deal is

important for how this legislation will work. The overwhelming answer with

67.6% of answers says their main goal would be money. Free merchandise

would be the second most popular answer at 21.6%. Money is the biggest

goal for student-athletes and NIL legislation because they have been denied

that opportunity. This makes sense based on our society and culture and

what most people are going to find the greatest benefit. Free merchandise is

also something that can be attractive in today’s society. Everyone likes free

stuff. If an athlete posts something on social media to get free merchandise

that is a great way for athletes to benefit from NIL legislation.

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 Social media is an important part of society and especially among

college students. It is a primary news source for many people in the age

group and it reaches the largest audience. The results of the survey show

that 31.1% of respondents would be considered very active on social media

while 44.6% would be considered somewhat active. What these results

show is that there is a 75.7% positive response to social media usage. This is

an important metric because of the reach and popularity of social media.

The more active someone is the more attractive they will be to potential

brands because they can reach the largest amount of views on the posts.

This creates a wide net for advertisers looking to partner with athletes.

Even if athletes are active on social media they may not be willing to

promote brands or use that platform for NIL benefits. Athletes who were

interested in using social media to promote products and brands is 71.6%.

There was an overall breakdown of 40.5% of athletes being very interested

and 31.1% of athletes were somewhat interested in using social media. These

numbers are similar to the previous question about being active on social

PAGE 18
 media. This shows that people who are more active on social media are

more willing to use the different platforms to benefit from NIL.

The final question that I analyzed was what businesses in the

Dubuque area would be beneficial for Loras athletes to partner with. With

Division III athletes being more local-centric instead of national brands it is

important to look at the business in the area that would be willing to

partner with athletes and where there could be mutual interest. There was a

lot of variety in the answers for this question but the most common theme

was restaurants and athletic businesses such as Shoe Shack and Dicks

Sporting Goods. These are common and high traffic options for many

college students so they would make a lot of sense for mutually beneficial

opportunities for those businesses and student-athletes.

FOCUS GROUP

The information received from the focus group most commonly dealt with

the opportunities and interests within the rules of Name, Image, Likeness. One of

the topics that came to the forefront was how athletes who have interest could go

about getting deals and what would make the most sense. Taking advantage of the

legislation is important to many athletes as it provides the opportunity for an

income. While at the Division III level it may not provide the same opportunities

PAGE 19
as Division I, a lot of the same process still applies. The ability to earn money while

not having to work an actual job was an attractive option, especially because being

a college athlete at any level is like a full-time job. One of the biggest takeaways

was that while money is the ultimate goal for Division III athletes it is not the most

realistic option. Without the ability of national coverage not many mainstream

brands would be looking to sponsor athletes at the lower level. One of the most

realistic options would be to have athletes be brand ambassadors and get

discounts and codes that they can share on social media. This would allow athletes

and the business they are working with to benefit. This would be an effective

method for small businesses that may not have the ability to pay sponsored

athletes. If money is involved, then the business needs to pay throughout instead

of a lump sum. This is the best way for both sides to benefit and get the most out

of the promotion. If a lump-sum payment was present, then it may be harder to

get consistent messaging out about a product or promotion.

             The overall benefits talked about in the focus group were how this is one of

the biggest opportunities for athletes at all levels to earn money playing sports

without going pro. This will give athletes who are struggling with groceries or

other essential needs the ability to afford these goods. While it may not be as

severe at the Division III level it affects and helps all athletes. The benefits will

become prevalent when it is promoted correctly and there are more deals available

for all athletes at every level of the NCAA. On the flip side, however, the

PAGE 20
disadvantage of Division III is that on average a Division III athlete only makes $44

at that level. This could be caused by different factors but the largest being that

Division III does not have a national market like Division I schools. There is no TV

money at this level and the athletes are not a prominent part of pop and sports

culture. They are more of an afterthought. This is the biggest disadvantage facing

athletes at the Division III level.

             Social media was another topic of interest in the focus group. Some of the

topics covered included current social media stars who happen to be college

athletes. The perspective of taking athletes of prominence and seeing how they

have benefitted from NIL is interesting. Many of these athletes such as Livvy

Dunne at LSU and Paige Bueckers at UCONN, had major followings that different

brands wanted to capitalize on. The ability of social media also provides that

worldwide connection. Through social media and different followers, hashtags,

and related topics you can have a worldwide reach of different people. This is

attractive to many brands and the more followers and activity someone has on

social media the larger their reach. One of the topics considered when it comes to

social media was what is the most important factor being good at your sport or

good at social media. The consensus came to be that it all depends on whether it is

a male or female athlete. When it comes to male athletes the biggest names are the

best players. They are the ones on teams competing for national titles and are

bound for the professional ranks. When it comes to female athletes they need to

PAGE 21
be good at their sport, but the most important part is attractiveness and social

media activity. Overall, girls tend to be more active on social media. A guy is also

more willing to follow a female athlete because they find them attractive. This

expands their reach for potential brands to view and see as a benefit.

             The focus group spent the largest amount of time focusing on the effect of

school on NIL. The first topic covered when it comes to school is the overall cost.

NL would be able to offset some costs and make it more affordable for athletes and

their families. One part of NIL that needs to be considered is eligibility. Athletes

are not going to want to put eligibility at risk for going after a NIL deal. Athletes

need to understand the whole picture when it comes to NIL and makes sure no

rules are broken. One topic discussed is that would it make sense for athletic

departments to help assist in finding NIL deals for athletes. This is something that

happens in Division I but is not common for Division III. At the Division III level

in particular it will be more realistic and likely for athletes to find deals on their

own. Athletic departments and Division III schools do not have the same staff as

Division I institutions. The size of the company or business matters when it comes

to NIL. The larger the company the more prominent the deal will be. They will

often have a larger budget to pay the athletes. This would be the ideal benefit for

athletes. The ideal benefit for the school would be for local businesses to get

involved. This is because a lot of the time with Division III small businesses are

supporters of the local colleges. This allows the NIL representation to influence the

PAGE 22
surrounding community and benefit the athlete, the college, and the business

itself. It is also important for athletes to consider if any school deals could

influence or eliminate potential brands from NIL consideration. An example of this

would be a school that has a deal with Under Armor or Adidas would not be able

to have an athlete sponsored by Nike because it would break contracts. There are

also rules about companies and brands that relate to any illicit materials such as

alcohol or tobacco. It will also be important to avoid companies who have had

some scandals and may not give off the best image especially for a college athlete

and institution. The deals need to be made with brands that have similar values

and beliefs and can complement or work with each other.

INTERVIEW

In the interview, I did provide more balanced information throughout. The

different categories used to sort the information were the same as the focus group.

Starting with the benefits of Name, Image, Likeness, it was identified that this is a

great opportunity for athletes to benefit in different ways. There are more options

than just money and NIL could help athletes with discounts on products or help

with the cost of team gear. At Loras, most of the time athletes have to pay for their

team-issued gear. Compared to the Division I level where nobody pays for their

team gear. This is an area where NIL could help and cover the costs for a team. The

NIL deals also can be for teams instead of individual athletes. This is a different

avenue that has happened at schools such as Georgia Tech and Howard where they

PAGE 23
have program NIL deals for their athletes. In addition to team gear Division, I

athletes also get other benefits like meals in private cafeterias. At Division III, level

athletes do not receive the same benefits. NIL will be able to offset some of those

costs and possibly even out the benefits received between the different levels.

Within NCAA Division III there are many disadvantages when it comes to

NIL deals. The biggest problem is reach. Most Division III athletes are not going to

have a large reach to attract mainstream brands and companies. The whole

concept of NIL is mainly focused on Division I. Athletes look to find opportunities

where they are not going to be punished. Before NIL there were a lot of situations

where families struggled to make it before the athlete would end up going pro. The

professional game is very seldom outside of Division 1 making this a tougher

option for Division III athletes.

Receiving NIL compensation is an opportunity for athletes at all levels.

Navigating the opportunity is key to success. Both athletes and businesses need to

know the rules and regulations surrounding NIL. Top tear athletes are going to get

more deals because they have a prominent role in society. The reach that these

athletes have is going to be attractive to businesses that want to use NIL to reach

new markets. While athletes may have interest it can also be hard to go and pitch

yourself to a company for a NIL opportunity. To constantly contact different

companies is time-consuming. The time someone spends on contacting companies

PAGE 24
is taking away time that can be used to work on school or their sport. At the

Division III levels, athletes will have more success with local brands because that is

the market and reach. Many small Division III schools are engrained in the

community. These businesses could have a real interest in athletes from local

schools to promote their business. The relationship created with a small business

will also be more personal and it could end up creating a long-term relationship.

For athletes to benefit from NIL there needs to be information given to them from

the school to know what they can and cannot do as student-athletes. Private

schools already give a lot of grant and scholarship money. NIL may allow schools

to give more money in terms of financial aid to help students with the cost of

going to school. Without the ability to earn athletic scholarships in Division III,

this would be a big boost. The biggest thing to be aware of when it comes to

signing a NIL deal is making sure all bases are covered in the contract. There have

been situations where athletes have been taken advantage of because they do not

read or understand the whole contract they are signing. A way to combat this issue

is to have the athletic department look over any contract to make sure it does not

hurt the athlete or affect their eligibility.

Social media is the most common type of NIL deal. These are the easiest

deals to create and have a lot of upsides. This is a way for smaller businesses to get

involved with the NIL landscape. The reach of athletes nowadays is huge. By

applying the right settings and tags the post can be seen worldwide. This is a big

PAGE 25
opportunity for companies to get exposure. This is also the easiest way for athletes

and brands to reach out to one another. Messaging a company on social media is

often how a lot of deals get started and get put into place.

Conclusions & Recommendations

INTERPRETATION OF FINDINGS
After completing research on Name, Image, Likeness in NCAA Division III

many theories were confirmed. After reviewing the results, we believe that Name,

image, Likeness are realistic for athletes at the Division III level. However, the

Division III level will look different than the type of deals being signed by Division

I athletes. Social media has proven to be an effective method for NIL and one that

Division III athletes should look to capitalize on. This has been an effective

method for athletes at the Division I level and looks to be the easiest way for

Division III athletes to benefit. The more active someone is on social media the

more marketable they will be to potential partners. At the Division I level athletic

departments will look to find potential deals for athletes. At the Division III level,

this is not realistic. The size of athletic departments is smaller at the Division III

level and they do not have the same number of staffers to fulfill the potential

demand. Overall, if athletes who play at the Division III level are interested in

finding NIL partnerships, they will need to seek them out without the help of the

school. Social media is the most realistic way to find potential deals for athletes.

PAGE 26
For athletes in Division III the deals may not be for money but discounts or free

products in exchange for promotion.

RECOMMENDATIONS

The world of NIL in college athletics is constantly changing. The legislation

currently being used is temporary. The rules of NIL are bound to change with time

and those changes will need to be addressed when performing the study in the

future. With the current report, everyone who participated in the survey is a

student-athlete at Loras College. In the future, it might be smart to have athletes

from other colleges and universities participate in the survey and interviews.

Having other athletes will provide more information about how other institutions

and their athletes view NIL and it will provide a more complete picture of the

Division III landscape.

PAGE 27
 References
Bovenzi, T. (2021, July 3). Female athletes could benefit most from Nil Policy
Change. spectrumnews1.com. Retrieved October 11, 2021, from
https://spectrumnews1.com/oh/columbus/news/2021/07/02/female-athletes-
could-benefit-most-from-nil-policy-change.

Hosick, M. B. (2021, June 30). NCAA adopts interim name, image and likeness
policy. NCAA.org - the official site of the NCAA. Retrieved September 16,
2021, from https://www.ncaa.org/about/resources/media-center/news/ncaa-
adopts-interim-name-image-and-likeness-policy.

Jenkins, S. (2021, September 3). Perspective | those NCAA doomsday scenarios

about nil? instead, it's proven to be a cleanser. The Washington Post.
Retrieved September 16, 2021, from
https://www.washingtonpost.com/sports/2021/09/03/college-athletics-nil-
ncaa-endorsements/.

Menapace, B. (2021, August 20). Barstool Sports has signed thousands of college
athletes to Nil Partnerships. Promo Marketing. Retrieved September 16, 2021,
from https://magazine.promomarketing.com/article/barstool-is-trading-
branded-merchandise-for-nil-rights-is-it-worth-it-for-athletes/.

Moody, J. (2021, August 9). Name, Image, Likeness: What College Athletes Should
Know About NCAA Rules. U.S. News. Retrieved September 15, 2021, from
https://www.usnews.com/education/best-colleges/articles/name-image-
likeness-what-college-athletes-should-know-about-ncaa-rules.

Murphy, D. (2021, September 1). Everything you need to know about the NCAA's Nil
Debate. ESPN. Retrieved September 16, 2021, from
https://www.espn.com/college-sports/story/_/id/31086019/everything-need-
know-ncaa-nil-debate.

NCAA. (2020, January). Potential Models of Name, Image and Likeness – DIII.
NCAA.org. Retrieved September 15, 2021, from
https://ncaaorg.s3.amazonaws.com/committees/d3/workgrps/nil/D3_NILPro
posedModels.pdf.

Philippou, A. (2021, August 5). UConn women's basketball star Paige Bueckers signs
with Wasserman Media Group as Nil Client. courant.com. Retrieved October
11, 2021, from
https://www.courant.com/sports/uconn-womens-basketball/hc-sp-uconn-

PAGE 28
 women-paige-bueckers-wasserman-20210805-20210805-
p7aa3vcdtfcchgdxzats7jku6u-story.html.

Appendix
Survey Questions

1) Are you a Male or Female College Athlete?

a. Male
b. Female
2) What Sport do you play?
a. Fill in blank
3) Are You active on Social Media?
a. Very Active
b. Somewhat Active
c. Neutral
d. Somewhat Inactive
e. Inactive
4) Are you interested in Earning money as a college athlete?
a. Very Interested
b. Somewhat Interested
c. Neutral
d. Somewhat uninterested
e. Not Interested

5) How much do you know about the NCAA's name, image, and likeness
policy (NIL)?
a. To a Great Extent
b. Somewhat
c. Very little
d. Not at All

6) Are you interested in Using Social Media to promote products or brands?

a. Very interested
b. Somewhat interested
c. Neutral
d. Somewhat uninterested
e. Not interested

PAGE 29
 7) If you were offered a potential NIL deal what brands would you want to
work with?
a. Fill in blank
8) What would be your main goal for signing a NIL deal?
a. Money
b. Free Merchandise
c. Product Discounts
d. Billboard
e. Other (Write In)
9) Are there any local businesses that would make sense for Loras to partner
with?
a. Write in
Focus Group/ Interview Questions

Interview/Focus Group Questions

1. Do you believe that NIL is the best way for athletes to earn money? Why

or

Why not?

2. Why might athletes not be interested in earning money/benefits from

playing

sports?

3. Do you feel it is more realistic for DIII athletes to earn money or benefit

from

other perks?

4. What do you need/want to know about NIL policy?

5. How does Social Media benefit the NIL landscape and college athletics?

Why

might this have been a good option for promotion?

PAGE 30
 6. Does Social media activeness translate to NIL success

7. Why is money the most important part of signing NIL deals?

8. Would it be worth pursuing an NIL deal on your own vs. having a brand

come

to you? Is that realistic?

9. Would it make more sense to partner with a local brand or national?

10.Why might sports and food places be the partnerships athletes want to

form?

11.Are there any types of businesses that should be avoided?

FOCUS GROUP/ INTERVIEW NOTES

1. Do you believe that NIL is the best way for athletes to earn money? Why or

Why not?

Loras has good plan, athletes have to go through athletic department and

make sure the best interest of the athletes are kept at heart. Haven’t heard

any horror stories but some may eventually arise.

DII? - not sure it would be best because they do not have access to large

deals. More focused on DI athletes.

2. Why might athletes not be interested in earning money/benefits from

playing sports?

PAGE 31
If they are not a top tear athlete getting pursued. It might not be time and effort to

pursue. Could distract from school and athletics

3. Do you feel it is more realistic for DIII athletes to earn money or benefit

from other perks?

From private school aspect. Get large scholarship and academic grants. Could be

away to benefit from athletic ability and separate. Instead of free merch it could be

away for food discounts or team player pack discount/free

4. What do you need/want to know about NIL policy?

Need someone that athletes would want to trust coach/AD. Want to see how

policies look out for athletes and the way to benefit the most. Find the information

to not violate policy and keep eligibility.

5. How does Social Media benefit the NIL landscape and college athletics?

Why might this have been a good option for promotion?

Pretty decent effect. Emergence of small companies attract businesses to DIII

athletes and the way someone treats social media properly can be a bonus.

Potential brands and businesses see the large reach and following potential.

Interactions create a larger reach outside of just followers. Can branch out and

reach different regions to introduce new client base.

PAGE 32
 6. Does Social media activeness translate to NIL success

Social media is what gets people offers of potential deals.

7. Why is money the most important part of signing NIL deals?

Athletes look for an opportunity to grow brand without being punished. Look at

chase young who could not get a plane ticket to have his girlfriend see rose bowl.

Can help with the benefit of family and allows for external support.

8. Would it be worth pursuing an NIL deal on your own vs. having a brand

come to you? Is that realistic?

Tougher to pursue because knowing rules is difficult. Hard to continuous dm

companies. Hard to understand who can be trusted. Easier of having someone

helping you out. Hard to figure out all on own. Might be more worth it for DI

athlete to pursue because of higher potential of deal.

9. Would it make more sense to partner with a local brand or national?

DIII level is better for local brands because it can continue for a whole college

career. Can take potential opportunities after college. Could lead to jobs. An

athlete was offered a job. National jobs using for our advertising. Small businesses

looking to create a relationship.

10. Why might sports and food places be the partnerships athletes want to

form?

PAGE 33
Athletes have to buy merch and food for themselves. There is no special treatment

for DIII athletes such as DI. They are looking for the same benefits that DI athletes

have that at the DIII level does not offer.

11. Are there any types of businesses that should be avoided?

All depends on relationship and offer given. Big companies are slipping language

into contracts to take advantage of athlete where community businesses take

relationship more seriously. Local is the best option. Less risk for local

business/athlete relationship.

NIL Focus Group/ Interview Questions

1. Do you believe that NIL is the best way for athletes to earn money? Why or

Why not?

One of the best ways to do it through sponsorship and take advantage of new

rules.

NIL is the only opportunity because there Is not many opportunities on the

national level x2

Not beneficial to add on to packed work load, more beneficial out of season to get

regular job. NIL better in season.

PAGE 34
 2. Why might athletes not be interested in earning money/benefits from

playing sports?

College is expensive, NIL helps to make money with activities already being

completed, Lot of opportunities such as free merch. Easier no specific job or time

requirements. Better you are the more you get paid.

3. Do you feel it is more realistic for DIII athletes to earn money or benefit

from other perks?

Discounts more realistic, free merch instead of actual dollars. Lump sum doesn’t

get as much exposure. Get more continually. Discounts incentivize buying

products, AVG athlete makes $44 at DIII level.

4. What do you need/want to know about NIL policy?

Would want to know and understand rules and requirements. Need to understand

a way out of deal. What rules can be “broken”. Understand other similar athletes

and how they get paid/recognition. What allows eligibility. What terminates a

contract.

5. How does Social Media benefit the NIL landscape and college athletics?

Why might this have been a good option for promotion?

Gymnasts are the most followed athletes on campuses. Ex. Livvy dunne. Barstool

Athletes. You can connect to farther reach. Social media allows for worldwide

PAGE 35
connection to different people. Female athletes tend to have more followers than

male.

6. Does Social media activeness translate to NIL success

Yes. Not active you don’t engage the same amount. Performance is important but

combines with activeness. Athletic ability is most important starts at ground zero.

David- better with social media and looks over ability. People follow based off

looks and athletic ability is back burner. Male athletes are more on ability.

7. Why is money the most important part of signing NIL deals?

College is expensive and allows you to have complete freedom with compensation.

8. Would it be worth pursuing an NIL deal on your own vs. having a brand

come to you? Is that realistic?

More realistic to go and find a deal. Not realistic for a company to look for a

athlete to sponsor.

9. Would it make more sense to partner with a local brand or national?

Bigger company would be beneficial for athlete, more beneficial for school would

be local. Local deals offer more opportunities to influence direct bubble. Local

would be most realistic.

10. Why might sports and food places be the partnerships athletes want to

form?

PAGE 36
Have to buy food, athletes have greatest reach in own demographic. Food is

biggest industry for college aged kids. Local place words spread quickly and if it is

promoted correctly then it will be at better use.

11. Are there any types of businesses that should be avoided?

Bars, tobacco, - companies that have had scandals that are being investigated.

Sketchy/scandalous companies. Conflicting sponsorship deal ex school Nike- deal

Under Armor. Want companies that align with rights and beliefs. Want to enjoy

it.

SWOT ANALYSIS

Strengths Weaknesses
What do you do well? What could you improve?
What unique resources can you Where do you have fewer resources than
draw on? What do others see as your others? What are others likely to see as
strengths? weaknesses?
 Allows athletes to make money off their  Division I focused
own name  People only go to school for money instea
 Schools can get more sponsorship options of education
 Teams can sign sponsorship deals
 Can be used in recruiting purposes

Opportunities Threats
What opportunities are open to you? What threats could harm you?
What trends could you take What is your competition
advantage of? doing?

PAGE 37
 How can you turn your strengths into What threats do your weaknesses expose you to
opportunities?
 Social Media  Schools may lose control over athletes
 Keep athletes in college longer  Not being responsible with money earned
 Top college athletes will finish degrees  Interim policy
 Limits potential recruiting pay scandal
 Notoriety for female/athletes and sports

PEST ANALYSIS

Facto Opportunity Threa

r t
 States created NIL  Pushed NCAA to act  It may have rushed
Laws before NCAA in favor NIL the policy and
process
Political

 New sponsors can  Creates more brand  Athletes can go

enter college sports recognition against school
 Sustainability of NIL  The longer NIL is partnerships
Economic sustained the more  Athletes don’t
money will be earned represent business
by athletes professionally

PAGE 38
  18-22-year-old  Can reach a new and  May alienate a
athletes younger audience current clientele
 Poverty within family  Help change family  Could get greedy
Socio- fortune with money
Cultural

 Social Media  Creates options to  Can lose deals over

promote products social posts
and partnerships
Technologic
al

CHARTS FROM SURVEY

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