There is no nil in NIL: examining the social media value of student-athletes’ names, images, and likeness

This research contributes to our understanding of the name, image, and likeness (NIL) value of student-athletes’ social media profiles. In Study 1, we scraped data from the Twitter (Nf = 3,880; Nb = 757) and Instagram (Nf = 2,223; Nb = 647) profiles of male collegiate-level football and basketball athletes. In Study 2, we scraped data from the Twitter (N = 1,058; posts = 20,978) and Instagram (N = 1,410; posts = 16,453) profiles of all student-athletes of four (two top-tier and two mid-tier) representative universities. Applying influencer marketing industry standard rates, the current research shows that student-athletes possess NIL value. Results further indicate student-athletes’ NIL value has a relationship with, but is not solely generated at, the institution level. Thus, this research contributes to student-athlete personal branding knowledge, and informs discussion around policy and industry practice related to student-athletes, university athletics departments, athletic conferences, and the National Collegiate Athletic Association (NCAA).The NCAA’s position that student-athletes lack meaningful NIL value is false.Student-athletes’ NIL varies between and within institutions.Student-athletes’ NIL value is influenced by, but not created at, the institution level.Results have implications for athletes, universities, and the NCAA.