Date of Award

Spring 4-29-2022

Document Type

Honors Project

Degree Name

Bachelor of Arts


Communication and Digital Studies

Department Chair or Program Director

Rao, Anand

First Advisor

Rao, Anand

Second Advisor

Goldman, Adria

Major or Concentration

Communication and Digital Studies


The Name, Image and Likeness Agreement has opened hundreds of doors for college athletics to make money based on their "likeness" and not their performance on the field. This new agreement levels the playing field for all athletes in college. Through a content analysis this paper will take a look at how the NIL is being discussed in various media channels such as TikTok and how this agreement is affecting the student athlete experience. Not every athlete is striking mega deals, but with this agreement everyone from Junior college to Division 1 has the opportunity to make money through avenues such as social media. While current athletes are the ones profiting, alumni, branding coaches and universities are all jumping in on the issue. As there are many unknowns about the rules of NIL, this paper will bring light to how those in power writing the rules are navigating these gray areas.