Document Type
Article
Abstract
This study explores how collegiate athletes use Instagram to build their personal brands and maximize their Name, Image, and Likeness (NIL) potential in the era of digital self-promotion. Since the 2021 Supreme Court ruling allowing college athletes to profit from NIL, social media has become a key platform for visibility, engagement, and financial opportunity. Guided by Erving Goffman’s Self-Presentation Theory, this research employs a qualitative content analysis of 80 Instagram posts from eight collegiate athletes—four high-profile and four low-profile—representing diverse sports, genders, and institutions. Sixteen content themes drawn from prior research were analyzed, including personal life, business life, athletic performance, sponsorship, and fan engagement. The findings reveal that high-profile athletes often emphasize lifestyle and personal branding content to maintain relatability and audience engagement, while low-profile athletes focus more on athletic performance and professional credibility to attract sponsorship and recognition. Results suggest that successful NIL branding depends on balancing authenticity, visibility, and strategic content curation. The study highlights how athletes tailor self-presentation to audience expectations and competitive contexts, demonstrating that social media branding has become an essential skill for collegiate athletes navigating the NIL landscape. Future research should expand across additional platforms and larger samples to assess evolving trends in athlete branding and engagement.
Recommended Citation
Shaw, Carson and Pariyadath, Renu
(2025)
"Collegiate Athlete Branding and Name, Image, and Likeness on Instagram,"
University of South Carolina Upstate Student Research Journal: Vol. 19, Article 5.
Available at:
https://scholarcommons.sc.edu/uscusrj/vol19/iss1/5
Included in
Advertising and Promotion Management Commons, Communication Technology and New Media Commons, Public Relations and Advertising Commons, Social Media Commons