Name, Image, and Likeness ("NIL") Survey Results: The Evolving Landscape for College Student-Athletes

Press Release • Mar 8, 2022
A recently completed study of 1,100 NCAA Division I student-athletes focusing on Name, Image, and Likeness ("NIL") activities, goals, expectations, and more.

BURLINGTON, Vt., March 8, 2022 (Newswire.com) - Since Name, Image, and Likeness ("NIL") was launched in July 2021, there has been no independent data to see how student-athletes have been engaging in NIL. With Student-Athletes Insights monthly surveys, analysis of the progress of the NCAA interim NIL policy is now possible. Here's a summary of findings from the survey of 1,100 NCAA DI student-athletes.

Social Media Dominates

Social Media is dominating NIL activities. But there is a little more to it than meets the eye. The kinds of social media activities can be further segmented into three types: 1) "social media influencers", where a brand pays a student-athlete to post content, 2) a student-athlete's use of social media to promote their own brand or merchandise, or 3) the use of social media like Cameo to sell content directly to consumers.

  • Social media makes up 72% f of all NIL activity
  • Endorsements (10%), Appearances (7%), and Instruction (i.e. camps, clinics, private instruction) (5%) make up the next three
  • Merchandise sales (4%) and Autograph Signings (2%) rank near the bottom

Non-Revenue Sports Are Gaining Traction

There is no question that football student-athletes are seeing the most NIL opportunities (40% of all NIL activity is by football athletes). But the opportunities for non-revenue sport athletes are creeping upwards and account for nearly 50% of the total. 

  • Women's volleyball is holding steady at the #2 position at 10%
  • Men's Basketball is in the #3 position at 9%
  • Other sports in the top 10 are Baseball (7%), Men's Track and Field (6%), Women's Soccer (5%), Women's Basketball (5%), Women's Track and Field (5%), Softball (4%), Men's Soccer and Women's Swimming (3%)

Deal Size

The average compensation per student-athlete per activity was $650. Not as promising is the fact that the rate of "in-kind" deals rose dramatically. Cash deals account for 65% of all NIL activity, while in-kind deals now total 35%.

About Student-Athlete Insights 

Founded by SportsBusiness Journal Forty Under 40 Award winner and professor at the University of Vermont's Grossman School of Business Bill Carter, Student-Athlete Insights is the leading educator to athletic departments, service providers, and student-athletes about Name, Image, and Likeness.

Source: Student-Athlete Insights

Tags