An Exercise in Personal Branding: Marketing Students Mentoring College Athletes in the New Age of NIL

Document Type

Conference Paper

Publication Date

2023

Publication Title

Atlantic Marketing Association Proceedings

Pages

14 pp.

Conference Name

Atlantic Marketing Association Conference, September 28-30, 2023, Wilmington, North Carolina

Abstract

Name, Image and Likeness (NIL) has afforded college athletes across the United States new entrepreneurial opportunities to monetize their personal brand while competing in their sport. College athletes are eager to grow their personal brand, partner with companies while in college and receive financial compensation but lack the marketing acumen to develop brand proposals. Marketing students can provide a valuable peer perspective to college athletes that also benefits the marketing students personally. This study details how a collaborative project between two faculty members at a mid-Atlantic University grew into a yearlong branding project involving 79 marketing students and 18 diverse college athletes representing eight different sports.

Rights

© 2023 Atlantic Marketing Association. All rights reserved.

ORCID

0009-0001-3834-6109 (Carpenter), 0000-0001-6205-5523 (O'Toole), 0000-0003-4922-8033 9 (O'Hallarn)

Original Publication Citation

Carpenter, M. C., O'Toole, J., O'Hallarn, B., & Morehead, C. A. (2023). An exercise in personal branding: Marketing students mentoring college athletes in the new age of NIL [Paper presentation], Atlantic Marketing Association Conference, Wilmington, North Carolina, U.S.A. https://digitalcommons.kennesaw.edu/ama_proceedings/2023/sportsmarketing/3/

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