Multicultural Opinions Regarding Name, Image, and Likeness (NIL) Deals 

Project Description

Name, Image, and Likeness (NIL) deals have transformed the landscape of collegiate athletics, allowing student-athletes to monetize their personal brands through endorsements, sponsorships, and partnerships. This seismic shift in NCAA regulations has sparked widespread interest and debate across various stakeholders, from athletes and universities to brands and fans. To delve deeper into the implications and sentiments surrounding NIL deals, we conducted a comprehensive social listening analysis. The primary objective of this report is to provide valuable insights into the public opinions on NIL Deals. By analyzing social media platforms, forums, news articles, and blogs, we aim to uncover key themes, sentiments, and emerging patterns that can inform brands, universities, athletes, and policymakers about the evolving landscape of collegiate athletics and opinions on NIL deals.


This analysis was extrapolated from a data set of 303,241 conversations on Twitter, of which 6,182 were from verified U.S. Hispanics and 3,582 were from verified Black Americans. The O.Y.E. Social listening tool indexes user by ethnicity using their name, location, chosen keywords, and facial recongition. All data was gathered from 3/11/2023 – 3/14/2024.

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