Evaluating Name, Image, Likeness Partnerships for Women in the NCAA

in Case Studies in Sport Management

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Paige Mooney Ohio University, Athens, OH, USA

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Melissa Davies Ohio University, Athens, OH, USA

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https://orcid.org/0000-0003-3629-2781 *
DOI:
https://doi.org/10.1123/cssm.2022-0029
Keywords:
NIL; brand partnerships; social media marketing; endorsements
First Published Online:
19 Jun 2023
In Print:
Volume 12: Issue S1
Page Range:
S13–S17
Restricted access

This case tasks students with navigating the endorsement process for brands seeking to partner with student-athletes as a result of their ability to now legally accept payment for their name, image, and likeness. Students will help a marketing consulting firm as they make recommendations about which athlete to select; identify how a brand (Brave Hydration) can work with the athlete to activate this partnership; and how much each partnership might cost compared with other current student-athlete Name, Image, and Likeness partnerships. The case pulls from principles of endorsement marketing, brand management, and social media management and can be transformed with extended case questions depending on the needs of the instructor and course.

Davies (daviesm@ohio.edu) is corresponding author, https://orcid.org/0000-0003-3629-2781

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