Building Brands On and Off the Court During the NIL Era

In July 2021, a seismic shift occurred in collegiate athletics: the introduction of name, image, and likeness (NIL). This change has opened unprecedented opportunities for collegiate athletes to profit from their personal brands, mirroring the practices of professional athletes and influencers. This session will share research on how women’s basketball players are embracing these new opportunities and leveraging social media to build their personal brands. By analyzing their strategies and experiences, we’ll explore practical applications for teaching personal branding in the modern digital age.