Pulse Survey: The impact of NIL on the student-athlete experience

In May 2024, I used my NIL Research Poll (a panel of 5,000 college student-athletes & 1,000 high school prospects) to gather more than 1,100 responses that gauge college student-athlete sentiment on the following topics:

  • Time Management and Priorities

  • Financial Well-being and Independence

  • Mental Health and Well-being

  • Relationships and Team Dynamics

  • Athletic Performance and Motivation

  • Overall Satisfaction

I used a Likert scale ("strongly agree" to "strongly disagree") to indicate their level of agreement with the statements below.

Time Management and Priorities

NIL has impacted the amount of time you dedicate to athletics, academics, and personal life.

  • Strongly agree - 12%

  • Agree - 42%

  • Neither agree nor disagree - 28%

  • Disagree - 12%

  • Strongly disagree - 6%

You have had to make sacrifices or adjustments to your schedule to accommodate NIL activities.

  • Strongly agree - 18%

  • Agree - 32%

  • Neither agree nor disagree - 38%

  • Disagree - 8%

  • Strongly disagree - 4%

You feel that NIL has impacted your ability to balance your priorities as a student-athlete.

  • Strongly agree - 18%

  • Agree - 20%

  • Neither agree nor disagree - 22%

  • Disagree - 26%

  • Strongly disagree - 14%

Financial Well-being and Independence

NIL has improved your financial situation as a student-athlete.

  • Strongly agree - 16%

  • Agree - 44%

  • Neither agree nor disagree - 30%

  • Disagree - 6%

  • Strongly disagree - 4%

NIL given you a sense of financial independence or security.

  • Strongly agree - 3%

  • Agree - 21%

  • Neither agree nor disagree - 28%

  • Disagree - 34%

  • Strongly disagree - 14%

You feel more prepared for life after college because of your NIL experience.

  • Strongly agree - 18%

  • Agree - 48%

  • Neither agree nor disagree - 16%

  • Disagree - 10%

  • Strongly disagree - 8%

Mental Health and Well-being

NIL has added stress or pressure to your life as a student-athlete.

  • Strongly agree - 11%

  • Agree - 26%

  • Neither agree nor disagree - 47%

  • Disagree - 9%

  • Strongly disagree - 7%

NIL has negatively impacted your self-esteem or confidence.

  • Strongly agree - 2%

  • Agree - 4%

  • Neither agree nor disagree - 67%

  • Disagree - 14%

  • Strongly disagree - 13%

You are aware of the mental health resources available to student-athletes at your school.

  • Strongly agree - 31%

  • Agree - 41%

  • Neither agree nor disagree - 21%

  • Disagree - 4%

  • Strongly disagree - 3%

Relationships and Team Dynamics

NIL has changed your relationships with your teammates.

  • Strongly agree - 1%

  • Agree - 1%

  • Neither agree nor disagree - 6%

  • Disagree - 52%

  • Strongly disagree - 40%

You have concerns about jealousy or resentment from teammates who may or may not have NIL opportunities.

  • Strongly agree - 2%

  • Agree - 4%

  • Neither agree nor disagree - 18%

  • Disagree - 41%

  • Strongly disagree - 35%

NIL has impacted team dynamics or created divisions within the team.

  • Strongly agree - 1%

  • Agree - 1%

  • Neither agree nor disagree - 9%

  • Disagree - 51%

  • Strongly disagree - 38%

Athletic Performance and Motivation

Has NIL impacted your motivation or focus on the field/court.

  • Strongly agree - 2%

  • Agree - 4%

  • Neither agree nor disagree - 19%

  • Disagree - 44%

  • Strongly disagree - 31%

You feel more pressure to perform at a high level because of your NIL deals.

  • Strongly agree - 9%

  • Agree - 12%

  • Neither agree nor disagree - 59%

  • Disagree - 12%

  • Strongly disagree - 8%

NIL has opened up new opportunities for you to develop (e.g.mentorship.)

  • Strongly agree - 22%

  • Agree - 42%

  • Neither agree nor disagree - 26%

  • Disagree - 5%

  • Strongly disagree - 5%

Overall Satisfaction

You are satisfied with the way NIL has impacted your overall experience as a student-athlete.

  • Strongly agree - 17%

  • Agree - 47%

  • Neither agree nor disagree - 21%

  • Disagree - 11%

  • Strongly disagree - 4%

About Bill Carter

Bill has advised brands on Name, Image, Likeness for 25 years—first in pro sports, now at the college level. He was the Co-Founder of the Gen Z sports agency Fuse, which he sold in 2019. In 2020, he founded Student-Athlete Insights and consults on NIL strategy with Fortune 500 companies and 30+ DI universities. Read more about Student-Athlete Insights.

Bill Carter