The Identity Crisis of NIL: A Mixed-Method Exploration of Athlete Brand Perception and Adaptation

In the evolving era of athletics, student-athletes find themselves at the center of many contemporary conversations. Consequently, the pressure to create and maintain a brand is commonly observed in collegiate sport. Considering, this study investigates the brand identity perceptions of Division I athletes at Liberty University. Employing a mixed methods approach, this study makes use of a quantitative survey adapted from the validated ABidS (Athlete Brand Identity Scale), as well as qualitative in-depth interviews. The semi-structured interviews provided complex data that indicate areas of brand identity like entitlement, responsibility and program obligation. This research seeks to elucidate branding dynamics surrounding collegiate athletes by employing research questions focused on athlete brand perceptions and athletic department support. Specifically, the study aims to delineate the specific aspects of brand identity that athletes prioritize. Furthermore, Social Identity Theory assists in the study of how areas of brand importance collectively formulate brand identity. Through an analysis of findings, this study presents multiple actionable insights for athletic department support and contributes to a growing body of literature regarding the psychology of athletes.