How Name, Image and Likeness "Fit" in Sport Partnerships Academic Article

abstract

• Sponsorship opportunities in college athletics have shifted dramatically as athletes have rights to name, image and likeness (NIL). NIL assets, once illegal for college athletes, are prime avenues for brands to reach college sports fans, the largest and most avid sports fan base in the US (Dosh, 2021). Our purpose is to evaluate how these changes fit into the overall sponsorship landscape and what will come next. With the impact on brands, properties and consumers over time, we narrow our discussion around fit, the most prevalent factor in academic sponsorship research (Wakefield et al., 2020).

authors

• Bennett, Gregg

published proceedings

• JOURNAL OF APPLIED SPORT MANAGEMENT

author list (cited authors)

• Wakefield, L., Wakefield, K., Jensen, J., & Bennett, G.

citation count

• 0

complete list of authors

• Wakefield, Lane||Wakefield, Kirk||Jensen, Jonathan||Bennett, Gregg

publication date

• January 2021

publisher

• University of Tennessee  Publisher

published in

• Journal of Applied Sport Management  Journal

Digital Object Identifier (DOI)

• 10.7290/jasm13fgcz

start page

• 8

end page

• 12

volume

• 13

issue

• 2

URL

• http://dx.doi.org/10.7290/jasm13fgcz