Player to Influencer? College Athletes’ Roles and Identities in the Context of Name, Image, and Likeness

Bibliographic Data

ID6453348
AuthorsMolly Harry (0000-0003-2029-0394, University of Florida), Hannah Kloetzer (0009-0000-8740-1314, University of Florida)
Year2025
Volume43
Issue1
Pages1-10
Publication date2025-01-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueSociology of Sport Journal (JOURNAL)
Journal identifiersISSN: 0741-1235 • E-ISSN: 1543-2785
PublisherHuman Kinetics (PUBLISHER)
DOI10.1123/ssj.2024-0183
OpenAlexW4412718600
LanguageEN
Citations received2
References cited11

Limited research has explored how the implementation of name, image, and likeness has altered athletes’ roles/identities particularly those pertaining to social media influencing. Through a survey of 200 Power Four athletes across seven revenue/nonrevenue sports, we uncovered a multitude of findings related to athletes’ influencer roles/identities. One-way analysis of variances/multivariate analysis of variances demonstrated athletes from lower socioeconomic backgrounds are more likely to identify as influencers. Moreover, compared with peers from other sports, football athletes were more likely to hold an influencer identity. Finally, football athletes of color from lower socioeconomic statuses were more likely to report having an influencer role. Results highlight understanding the future of name, image, and likeness, and its influence beyond finances especially implications for athletes’ holistic development

Advertising · Art · Athletes · Business · Context (archaeology · Football · Geography · Identity (music · Influencer marketing · Multitude · Physical therapy · Political science · Socioeconomic status · Sociology · Sociology of sport · Communication in Education and Healthcare · Demography · Gender Studies · Marketing · Medicine · Psychology · Social and Intergroup Psychology · Social Psychology · Sports, Gender, and Society

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