Influence, participate, or sit the bench?: Entrepreneurial variance in NIL engagement among female athletes

• In Event: 20809 - Section on Sociology of Body and Embodiment: Open Session

Abstract

This study builds on the emerging concept of ‘permission to hustle’ to examine the varied engagement of female student-athletes with Name, Image, and Likeness (NIL) opportunities. Through semi-structured interviews utilizing photo-elicitation techniques, we explored why some athletes actively embrace NIL platforms to pursue entrepreneurial ventures, while others engage minimally or opt-out entirely. Findings revealed distinct patterns among participants: those with the most NIL deals dedicated significant time and effort, treating NIL work as a professional commitment akin to a job. In contrast, participants with fewer deals expressed the need for greater time investment to enhance their NIL success. Athletes who did not participate in NIL cited multifaceted barriers, including time constraints and a lack of knowledge about how to start the process, but did not identify one predominant reason for non-participation. These findings highlight the nuanced dynamics of NIL engagement, emphasizing the interplay between individual agency, resource access, and structural constraints. By advancing our understanding of the motivations and barriers shaping female student-athletes’ NIL participation, this study contributes to broader discussions on entrepreneurial opportunities and equity within collegiate sports.

Authors

• Marisa C Gonzales, University of North Texas

• Jeremy Short, University of North Texas