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Full-Text Articles in Sports Management
From Fan Avidity To Nil Ramifications: An Assessment Of The Attitudes Held By American University Students On An Array Of Sports Issues, Sam Fullerton, Tammy Mccullough
From Fan Avidity To Nil Ramifications: An Assessment Of The Attitudes Held By American University Students On An Array Of Sports Issues, Sam Fullerton, Tammy Mccullough
Association of Marketing Theory and Practice Proceedings 2024
A sample of 667 students drawn from seven universities in various regions of the United States provided feedback regarding 11 specific sports-related issues. These issues include the new NIL rules, fan avidity, and athlete compensation along with several other issues that are commonly addressed in the popular media. Means and percentages were used to derive aggregate measures for the respondents, and the same measures were used to assess the responses based upon one’s gender. For all 11 variables under scrutiny, a statistically significant difference was documented for the two gender-based groups. Thus, it is apparent that the market of intercollegiate …
The Perceived Impact Of The New Rules Regarding Name, Image, And Likeness (Nil) In Intercollegiate Sports, Sam Fullerton, Ron Wade, Ronald Dick, Michael Mccall
The Perceived Impact Of The New Rules Regarding Name, Image, And Likeness (Nil) In Intercollegiate Sports, Sam Fullerton, Ron Wade, Ronald Dick, Michael Mccall
Association of Marketing Theory and Practice Proceedings 2023
New rules allow college athletes to earn significant income from a multitude of activities common among professional athletes. These activities include allowing athletes to profit from the sale of intellectual properties that bear their name, image, or likeness (NIL); additional opportunities include blogs, social media posts, camps, and autograph sessions. Early perceptions of the impact of these new NIL rules have been far from unanimous. A sample of 404 students from five American universities provided feedback regarding their perceptions of nine NIL-related considerations: the impact that the new NIL rules have had on college sports, if the athletes benefit, whether …