Educational Leadership's Role in Understanding NIL Policy Perceptions Among College Football Players
Date of Award
12-11-2025
Degree Type
Dissertation
Degree Name
Doctorate of Education (Ed.D.)
Department
Educational Leadership
First Advisor
Eleni Elder
Abstract
This study examined educational leadership's role in understanding Name, Image, and Likeness (NIL) policy perceptions among college football players at an American Athletic Conference institution. Using Expectancy-Value Theory as the theoretical framework, the research explored how educational leaders interpret and communicate NIL policies to student-athletes, assessed student-athlete perceptions of leadership effectiveness, and investigated how leadership experiences influence attitudes toward NIL policies. The mixed-methods study surveyed 97 college football student-athletes and conducted interviews with athletic administrators. Key findings revealed a moderately positive correlation (r=.340, p<.001) between administrative support and student-athlete knowledge of NIL policies, demonstrating that institutional investment in educational support directly impacts policy comprehension. The research found that 67% of student-athletes indicated NIL opportunities would influence their school choice decisions, fundamentally altering recruitment dynamics. Additionally, 57.7% of participants agreed that NIL affects team culture, though responses indicated this impact is highly contextual and dependent on institutional management. The study identified significant variation in educational leadership approaches across institutions, with some employing dedicated NIL strategy teams while others integrate responsibilities within existing compliance departments. A notable gap emerged between student-athlete NIL expectations and institutional support, with many athletes reporting they "do everything on our own." For higher education institutions, findings suggest the need for comprehensive NIL education programs extending beyond basic compliance to include financial literacy, contract negotiation, and personal branding. Institutions should develop values-based frameworks aligning NIL opportunities with institutional missions while protecting student-athlete interests. The research contributes valuable insights for navigating the evolving NIL landscape while supporting student-athlete success.
Recommended Citation
Rice, Carlton, "Educational Leadership's Role in Understanding NIL Policy Perceptions Among College Football Players" (2025). Tennessee State University Alumni Theses and Dissertations. 300.
https://digitalscholarship.tnstate.edu/alumni-etd/300