TDNet Discover

The purpose of this qualitative study was to investigate the impact of Name, Image, and Likeness (NIL) policy changes on recruitment experiences for Division I college student-athletes at National Collegiate Athletic Association affiliated institutions. For the utility of this study, the impact of NIL on recruitment was generally defined as the perceived influence of opportunities for personal branding and monetary compensation on student-athletes’ decision-making during the collegiate recruitment process. The theory that guided this study was Patrick’s theory on athlete decision-making, as it emphasized the relationship between external motivators, such as financial incentives, and athlete behavior in the context of institutional selection. This qualitative study employed a qualitative design to explore the lived experiences of student-athletes who were recruited during or after the implementation of NIL policies. The study was conducted at multiple NCAA Division I institutions. Selective sampling of current college student-athletes selected based on their recruitment during the NIL era. Data was collected through in-depth, semi-structured interviews and analyzed to identify common themes across participants’ narratives. Anticipated findings suggested that NIL had become a meaningful factor in Division I student‑athletes’ recruitment decisions, with students weighing branding potential and financial opportunities alongside traditional considerations. Athletes described recruitment as more business‑oriented, with schools’ NIL infrastructure influencing perceptions of fit and future opportunity. At the same time, they noted disparities in access and new pressures tied to navigating NIL expectations. Overall, NIL appeared to reshape recruitment by increasing athlete agency while adding complexity to decision-making.