Evolution of Collegiate Athletics

Billy Hawkins is a Professor in the Department of Health and Human Performance at the University of Houston. His research and teaching contributions are in the areas of sociology of sport and cultural studies, sport management, and sport for development. He has written several books and articles exploring the intersection of race, sport, and culture. Aquasia Shaw is a Senior Lecturer in Sport Management at Coppin State University. Her research and teaching focus on the sociocultural dimensions of sport, with particular emphasis on diversity, equity, athlete development, and the evolving landscape of collegiate athletics in the NIL era. Her work explores the intersections of race, gender, branding, and athlete identity, particularly among historically underrepresented populations.Simran Kaur Sethi is an Assistant Professor of Sport Leadership at the University of Kentucky. A former NCAA Division I and professional tennis player for India, her scholarship critically examines international college athlete experiences, athlete migration, NIL equity, and U.S. immigration policy. Her work appears in leading sport management and sociology journals and informs policy and practice as a consultant to the NCAA while contributing to national and international discussions on athlete rights and equity.

• List of Figures - List of Tables - Foreword - Acknowledgements - List of Abbreviations - Introduction - Part I. Foundations of NIL: Historical, Political, and Legal Contexts - Jamie Bigby: From AAU to NCAA: A Brief Overview of How NIL Policy Evolved From Amateurism - Molly Harry: The National Collegiate Athletic Association's Three Dimensions of Power: An Attempt to Maintain Control During the Name, Image, and Likeness Era - Kirsten Hextrum and Simran Kaur Sethi: America First!: US Exceptionalism, "Underserving" Immigrants, and the Politics of NIL - Daniel S. Greene: State Legislatures and Laws as a Catalyst in the NIL Era - Part II. The Business of NIL: Economics, Market Dynamics, and Athlete Branding - Billy Hawkins: Economic Emancipation and Name, Image, and Likeness Legislation: Gaining Ownership of the Athletic Body - Adam Cocco: Changing the Game: The Economic Implications of NIL in College Athletics - Daniel Springer, Sarah Stokowski, Alison Fridley, and Arden Slavov: Role Theory Perspectices on NIL and College Athletes as Influencers - Cara Elizabeth Hawkins-Jedlicka, Andrea Hall, and Enaiya Clarke: A Dual Threat: A Case Study of Flau'jae Johnson – A Collegiate National Champion and Rising Rapper - Isaiah Simmons: When Playing Becomes Performing: Remedying College Athletes' Experiences of Performativity in the NIL Landscape - Odri Dedolli and R. Andrew Dunn: Big Ballers, Bigger Budgets: An Exploration of College Athletes and University Media Revenues - Part III. Equity, Diversity, and Global Perspectives in NIL - Cherese F. Fine, Dion T. Harry, Laetitia K. Adelson, Maurice D. Williams, Derek A. Houston, and Ayaa Elgoharry: Exploring Gender and Racial Inequities of Name, Image, and Likeness (NIL) Valuations - Carolyn Adkerson, Maya Britton, Jonathan E. Howe: Imagining an Equitable Future of NIL through the Experiences of Black NCAA Female Athletes - Emily M. Newell, Simran Kaur Sethi and Kirsten Hextrum: International Collegiate Athletes and NIL: How Federal Policy and Lack of Advocacy Severely Limit Earning Power - Jessica Brougham and Rebecca Achen: An Exploration of International College Athletes' Perceptions and Experiences with NIL - Akilah Carter-Francique, Kevin Wilson, and Allison Waymyers: Uplift and Collectives: HBCU Athletics and NIL - Part IV. The Future of NIL: Alternative Perspectives, Policy Evolution, and Beyond - Wayne L. Black: Black Radical Tradition and Name, Image, and Likeness - Darrell Lovell: Name, Image, and Likeness: Current and Future Challenges to Implementing a Constantly Changing Policy - Conclusion - Notes on Conrtibutors - Index