A Thematic Analysis of the Perceived Impact of NIL Policy on Athletic Identity, Career Maturity, and Black Male Student-Athletes’ Experience of Transitioning Away from Football

In 2007 the NCAA launched the widely recognized slogan, “There are over 380,000 student-athletes, and most of us will go pro in something other than sports.” Today, that figure has risen to over 540,000 and continues grow. Among them, Black male student-athletes (BMSAs) comprise 40% of collegiate football participation across all three divisions, a notable increase from 36% in 2012. Since only a small percentage of college football players go on to play professionally, it means that a large number of Black student-athletes will eventually have to leave sports and pursue other career paths. This study examined the perceived impact of the Name, Image, and Likeness (NIL) policy on athletic identity and career maturity among BMSAs who formerly participated in Division I collegiate football programs. Five BMSAs participated in individual interviews lasting 60–90 minutes, exploring how NIL influenced their identity development, career readiness, and transition out of sport. Data were analyzed using a thematic analysis approach. Three key themes emerged: NIL prompted awareness of self-worth and identity; NIL enhanced Black male student athletes’ professional readiness, financial literacy, and sense of responsibility; and NIL introduced new pressures around performance, branding, and being a public figure. The findings offer insight into the lived experiences of BMSAs in Division I football and contribute to ongoing discourse surrounding the benefits and challenges of NIL policies. This study underscores the importance of supporting athletes in financial planning, debt management, and preparation for life after sport.