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The revered tradition of amateurism has transformed due to legal and legislative challenges initiated by the name, image, and likeness landscape. In contrast to the traditional National Collegiate Athletic Association model, college athletes have now gained the opportunity to benefit financially from their notoriety by adopting an influencer role. The purpose of this manuscript was to explore the conceptual and theoretical shifts resulting from the introduction of the influencer role, considering the existing literature on athlete–student role theory. By achieving harmony between the athlete, student, and influencer roles, athletes should produce the most significant gains in each area, including academic performance, athletic achievement, and monetary benefit. However, greater psychological and sociological consequences may emerge for athletes if the influencer role further complicates the conflict between their athlete and student roles.

This research explored maladaptive parasocial interaction (PSI) expressed toward Chicago Bears kicker Cody Parkey after he missed a potential game-winning field goal in the 2019 NFL (National Football League) playoffs. Using a sample of 512 tweets posted during the week after the game, qualitative analysis revealed that maladaptive PSI manifested in the following ways: criticism, threats, anger, and support. The results help better illuminate the nature of virtual abuse and maltreatment of athletes that is increasing in online spaces. Results also suggest that maladaptive PSI expressed online creates friction among fans who have to reconcile defeat with problematic behavior from other group members. Implications for sport organizations are discussed, including the need to support and protect athletes against virtual abuse and maltreatment.

When compared with other disciplines, sport management educators are more likely to encounter student-athletes in their classrooms. While faculty mentoring is a key to student success for all, better understanding of this mentoring dynamic between sport management faculty and student-athletes is important to advancing pedagogical knowledge within the discipline. And perhaps, even more importantly, it can aid in creating a pathway for faculty advocacy and dispelling stigmas related to student-athletes. Consequently, the Mentor Role Instrument was used to determine if faculty mentorship of student-athletes differs by function type (RQ1) and if this was impacted by gender or faculty appointment (RQ2). An online survey of 88 sport management educators indicated that a significant difference was found, F(8, 783) = 44.16; p < .001, among mentoring function type. Friendship and Acceptance were the most prevalent mentoring functions, while Protection was the least frequent. Results did not indicate that gender or faculty appointment impacted faculty mentorship styles toward student-athletes.

While the National Collegiate Athletic Association’s (NCAA) purpose is to protect college athletes within a hypercommercialized institutional setting, the protections prevent college athletes from accessing the lucrative marketplace. Extant literature has conceptualized the operating functions of the NCAA within the context of a patriarchal framework in which college athletes are infantilized, and authoritative institutional control is thereby justified. However, social media has provided a platform to engage in counter-storytelling and activism. As such, this study examined engagement with college-athlete-led social media activism. Utilizing a content-analysis methodological approach, social media engagement with the Twitter hashtag #NotNCAAProperty was examined over the course of the 2021 NCAA Division I men’s basketball tournament. Findings revealed that most interactions were supportive of college athletes and suggest that social media may be a strategic mechanism for college athletes to engage in advocacy initiatives.