Does Name, Image, and Likeness Increase Gender Inequality in College Athletics?
Date of Award
4-2025
Document Type
Thesis
Department
Political Science
First Advisor
Patrick Donnay
Abstract
In June of 2021, the National Collegiate Athletic Association adopted its first interim policy regarding Name, Image, and Likeness. From here, college athletes have been able to benefit from opportunities regarding their brand as an athlete. While this development has been historic in its expansion of rights to athletes, it highlights the inequities between male and female athletes. Title IX requires equal opportunity for male and female students. This research raises questions about whether NIL is increasing the disparity between male and female athletes. To answer this question, I looked at NIL data collected by Kyle Ems on the NIL Newsstand Deal Tracker and combined it with the Equity in Athletics Disclosure Act Study data. The results show distinct differences in what types of brands male vs. female athletes are getting deals with. It also showed that a significant majority of NIL deals are done with football and men’s basketball players. Results also showed that schools with high NIL activity tend to have more money allocated to male sports, even at schools without football. This study emphasizes a continued difference in treatment of male vs female athletes that is being perpetuated by NIL’s increased popularity in college athletics.
Recommended Citation
Christenson, Aimee, "Does Name, Image, and Likeness Increase Gender Inequality in College Athletics?" (2025). Political Science Theses and Capstones. 130.
https://pines.bemidjistate.edu/capstone-polisci/130
