Collaborative competitors: how NCAA college athletes manage team dynamics amid personal brand monetization

Nataliya Bredikhina

Sport Management Review, 2025, vol. 28, issue 5, 930-958

Abstract: The National Collegiate Athletic Association’s name, image, and likeness (NIL) policy introduced in July 2021 has reshaped U.S. college sports by allowing college athletes to monetize their personal brands. Yet, it has also raised concerns about its impact on team dynamics. This study addresses how college athletes manage their intra-team relationships in the context of NIL monetization. Using a grounded theory approach and interviews with 33 college athletes, the study identifies peer tensions within the NIL market and explores college athletes’ strategies for managing intra-team relationships. Findings reveal that the impact of NIL on team dynamics is not universal and is influenced by contextual factors, highlighting the strategies of integration, compartmentalization, and separation for reconciling tensions. The study uncovers various types of athlete collaborations in NIL monetization, advancing research on athlete brand co-creation. Findings offer insights for stakeholders on supporting college athletes and ensuring constructive team dynamics amid NIL monetization.

Date: 2025
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DOI: 10.1080/14413523.2025.2528319

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