Date of Graduation

5-2025

Document Type

Thesis

Degree Name

Bachelor of Science in Business Administration

Degree Level

Undergraduate

Department

Marketing

Advisor/Mentor

Harris, Flint

Abstract

This thesis examines the implications of the House v. NCAA ruling on collegiate athletic departments, particularly in light of Name, Image, and Likeness (NIL) compensation and the NCAA's new revenue-sharing model. Through analysis of programs like Tennessee, Arkansas, and Auburn, this research reveals how schools are attempting to rethink revenue strategies, leveraging corporate partnerships, subscription models, and donor collectives to remain competitive. It also highlights disparities between Power 4 programs and smaller Division I schools, raising concerns over widening resource gaps, Title IX compliance, and roster reductions. Ultimately, this study concludes that while NIL reforms address athlete equity, they also create significant financial strain and ethical tensions, forcing universities to reevaluate the sustainability and mission of collegiate athletics in a newly commercialized environment.

Keywords

NIL; College Sports

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