Last year, the University of Tennessee secured a McDonald's sponsorship worth over $13 million, benefiting more than 200 athletes across various programs! (https://www.on3.com/nil/news/spyre-sports-tennessee-football-volunteer-club-hits-membership-goal-13-5-million-nil-deal/) Previously such deals like these were never made due to restrictions with the NCAA rules. Athletes have always been prominent figures in the public eye, bringing significant attention to their respective teams. At the collegiate level, athletes must excel not only on the field but also in their academics. This dual pressure is demanding, as they break down their bodies during practices and games, and then recuperate to maintain their academic standing. In the past three years, Name, Image, and Likeness (NIL) has emerged as a popular means for athletes to build their brand and influencer status, adding another layer of responsibility to their already hectic lives.
Usually, to acquire an NIL deal athletes can reach out to brands or they may contacted to be a part of a company. Requirements include approval from their athletic department, full disclosure of agreements, and must be reported as taxable income.
NIL has brought many positives, including monetary compensation through endorsements that lead to financial stability for young collegiate athletes. It offers great opportunities for education and recognizes the many youthful years of hard work. However, while high school students now aspire to benefit from NIL deals in college, they may not fully consider the additional stressors these deals bring. Balancing academics, athletics, and NIL commitments can feel like managing a third job, raising concerns about the mental health impacts on these young athletes.
https://purposesoulathletics.com/nil-impact-on-mental-health/#:~:text=Fatigue%20and%20Burnout%3A%20Overcommitment%20to,recovery%20amidst%20their%20busy%20schedules.
https://kindbridge.com/athletes/are-nil-deals-proving-to-be-bad-for-athlete-mental-health/
To gain more insight into this issue, I spoke with Dr. Shea Fontana, a Sports Psychiatrist in Greenville, SC, who works with many college athletes as well as Dr. Aaron Jeckell, a Sports Psychiatrist in Miami, FL.
Question #1 - Does the pressure to maintain NIL deals affect athletes' performance on the field or court?
● Ultimately this is unknown currently. We can certainly speculate that NIL deals are an added layer of stress that may negatively impact athletes. On the other hand, motivation to perform and secure sponsorships could potentially be motivating and thus further propel the athlete to greatness or sport beyond college that otherwise would not have been possible. We also don’t know how different support services help athletes with NIL deals navigate this territory as this may mitigate added stress. Hopefully, we will be able to review data over the coming years that can give athletes, athletic stakeholders, and physicians additional information to help weigh the pros and cons of sponsorships for athletes at the collegiate level.
● Some of the concerns and potential consequences of NIL participation that have been mentioned in research include the following:1
○ Exploitation by parents or caregivers
○ Increased or prolonged exposure to abuse
○ Increased influence of stakeholders on the athlete’s participation in sport
○ Recruiting power dynamics shift - high-profile schools become even stronger furthering the divide from other schools
○ Pressure to engage in the promotion of items, clothing, brands, etc. for continued sponsorship
○ Shift in priority away from team success to individual
○ Loss of eligibility or other scholarships for students who unknowingly violate NIL rules or contractual requirements
○ Not having legal literacy to understand the contracts created by NIL sponsors and therefore students may represent or promote products that conflict with physical and/or emotional health.
○ Athletes may experience pressure to return to a sport prematurely or early out of fear of losing promotions and/or sponsorships
Question #2 - How does this NIL pressure affect a young athlete in their social environment?
• This is also largely unknown at the moment. There are no long-term studies that examine the impact of NIL on youth athletes because all of this is so new. We know that there is potential for competition and rivalry amongst teammates in relation to NIL deal, sponsorship, etc. However, this has not been quantified to any significant degree. Another concern that has been raised for our youth population, is the possibility of NIL enhancing early intensive training and single-sport specialization. The reason this raises a concern is that early specialization in sports is associated with an increased risk of overuse injuries and burnout as well as a stronger athletic identity, which increases the risk for adverse mental health outcomes.1
• We have seen an improvement in financial equity in that NIL helps reduce the financial burden some can encounter when choosing a school for sports and/or academics. Financial wellness alone can improve one’s perception of well-being and may motivate athletes to maintain or strive for academic success to help maintain this access to financial support.1
• NIL policy is governed by individual state legislature and more recently, as of June 2023 there have been high school associations who have permitted high school athletes to receive money through NIL sponsorships while maintaining high school eligibility.1 (Name, Image, and Likeness and the Health of the Young Athlete: A Call to Action for Sports Medicine Providers and the Athletic Healthcare Network - PMC (nih.gov)
Question #3: What changes would you like to see in NIL to help protect young athletes' mental health?
• As new data becomes available, we will have a better idea of what our athletes’ unmet needs are. I would expect that it will vary based on gender, sport, age, and other factors. In the meantime, increasing access to mental health resources is always a good idea. We know that athletes in general struggle with mental illnesses, such as depression and anxiety, at similar rates to the general population. The way that NIL impacts one’s mental health is unknown at this time and largely based on speculation and clinical exposure.
Question #4: What resources do young athletes have at the high school and college levels, such as team psychologists or outpatient psychiatrists?
• Increasing financial literacy and planning for the future while in school would be an effective way for athletes to safely secure financial scholarships and sponsorships.
• Divisions or athletic departments can look to set upper limits similar to a cap for each individual sporting event/team to help keep things equitable amongst sports as well as players.
• It will be pertinent for high schools and colleges to provide resources to help promote overall athlete well-being and how to balance one’s role in sport and outside of sport with NIL sponsorships.
I would like to take this opportunity to give a special thanks to Dr. Fontana and Dr. Jeckell for answering my questions regarding the pros and cons of NIL in the youth population. Sports psychiatry is a growing field and as new data emerges, new strategies can be developed to provide the best care possible in mental health for athletics.
Resources:
https://journals.sagepub.com/doi/10.1177/19417381231212645
