State of the Market: Media Perception on Name, Image and Likeness

Critical gaps in NIL collective communication result in costly misunderstandings and millions in lost fan contributions.

Critical gaps in NIL collective communication result in costly misunderstandings and millions in lost fan contributions.

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Digital Sport by Hot Paper Lantern conducted the first ever survey and industry snapshot that showcases the opinions of the journalists covering the NIL industry.

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This comprehensive analysis unveils the alarming disconnect between NIL collective communication and the resulting consequences, including significant revenue losses and a concerning exodus of players.

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Click here to download the report

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State of the Market

State of the Market: Media Perception on Name, Image and Likeness

March 2024

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the Report

There has never been an independent study utilizing the opinions of...

...the journalists and writers covering the nil industry... Until Now. Key Findings Show:

Challenges in Collective Messaging:

An overwhelming 92% of NIL-focused reporters acknowledge the struggles faced by collectives in effectively communicating their goals, mission, achievements, partnerships, and community benefits.

Weakness in Donor Communication:

Half of the media surveyed do not know how the collectives’ funds are distributed or allocated to athletes or sports at the universities they cover.

Lack of Athlete Engagement:

Over 85% of NIL-focused media highlight the failure of collectives to articulate compelling reasons why athletes should sign or remain with their respective universities

"In an era where media misconceptions cloud the NIL landscape, leaving revenue streams dwindling, fundraising efforts faltering, and players departing for alternative programs, fans, donors, and athletes are left perplexed."

"Organizations must begin to recognize and harness the critical role media plays in their success."