Athletes Grow Their Brand and Identity Through NIL

NIL deals can provide many opportunities for NIL athletes, including receiving endorsements and more money, as well as creating their own brand and identity through social media. This paper analyzes the background of NIL deals, quality of NIL athletes social media (post frequency, quality of content, etc.), and the institutional factors that play a role in receiving endorsements/sponsorships. Although there are positives that have come from NIL, there are some negatives and challenges athletes will face, including the looming TikTok ban next year.