Maximizing Name, Image, and Likeness Evaluations in College Athletics
Faculty Sponsor(s)
Eric Schuck
Subject Area
Economics
Description
In 2021, college athletes began profiting from their Name, Image, and Likeness (NIL) marking a structural change in how the NCAA operates. Since this change, limited research has been done to identify what contributes to an athlete's NIL evaluation. Current research is limited to descriptive analyses of the market, leaving a need for new research. This paper uses an econometric regression analysis to determine a college athlete's NIL Evaluation. Using On3’s list of the top 100 athletes by NIL evaluations as of November 2023, this paper researches a list of factors that could be used in determining one's NIL evaluation. It is suggested that the evaluation is a function of the following factors, social media following, athletic rating, market size of the city the university resides in, athletic department revenue, program postseason appearances, gender, being a football player, and having a famous family member. The data from these factors was gathered from a variety of sources. Initial results suggest only social media following, athletic rating, playing football, and having a famous family member are statistically significant at least at the 5% level. Athletes, athletic departments, and sponsors can use these results to better asses why certain athletes have higher evaluations than others in the changing world of college athletics.
Recommended Citation
Cayford, Christopher, "Maximizing Name, Image, and Likeness Evaluations in College Athletics" (2024). Linfield University Student Symposium: A Celebration of Scholarship and Creative Achievement. Event. Submission 1.
https://digitalcommons.linfield.edu/symposium/2024/all/1
Maximizing Name, Image, and Likeness Evaluations in College Athletics
In 2021, college athletes began profiting from their Name, Image, and Likeness (NIL) marking a structural change in how the NCAA operates. Since this change, limited research has been done to identify what contributes to an athlete's NIL evaluation. Current research is limited to descriptive analyses of the market, leaving a need for new research. This paper uses an econometric regression analysis to determine a college athlete's NIL Evaluation. Using On3’s list of the top 100 athletes by NIL evaluations as of November 2023, this paper researches a list of factors that could be used in determining one's NIL evaluation. It is suggested that the evaluation is a function of the following factors, social media following, athletic rating, market size of the city the university resides in, athletic department revenue, program postseason appearances, gender, being a football player, and having a famous family member. The data from these factors was gathered from a variety of sources. Initial results suggest only social media following, athletic rating, playing football, and having a famous family member are statistically significant at least at the 5% level. Athletes, athletic departments, and sponsors can use these results to better asses why certain athletes have higher evaluations than others in the changing world of college athletics.
