Name, Image, and Likeness: A Critical Exploration Through Self-Determination Theory

Through Self-Determination Theory (SDT) and Critical Discourse Analysis (CDA), this study explored college athletes’ experiences with Name, Image, and Likeness (NIL). Analyzing congressional testimonies from 10 current and recently graduated college athletes, this research highlighted how NIL fostered/constrained athlete development within the broader power structures of college sport. Findings revealed while NIL enhances self-determination through autonomy, competence, and relatedness, institutional discourses and governance mechanisms continue to regulate athlete development. Through Fairclough’s (1995) CDA framework, this study demonstrated how language throughout the athletes’ testimonies maintained/disrupted power dynamics which reinforced/challenged authority of the National Collegiate Athletic Association. The integration of SDT and CDA offers a novel approach to examining athlete development and systemic control in sport management. Implications extend beyond college sport, informing governance and athlete rights policies in professional, Olympic, and youth sport. This study contributes to critical sport scholarship by emphasizing discourse’s role in shaping athlete development and institutional power relations.