Unveiling the Journey of Women NCAA Athletes and their Pursuit of NIL Deals: A Grounded Theory Approach

This presentation explores the impact of NIL (Name, Image, and Likeness) deals on women NCAA athletes. It examines their experiences and entrepreneurial efforts in leveraging NIL opportunities, focusing on branding, social support systems, and advancing women’s sports. Grounded theory methodology is used to uncover insights about challenges and the potential growth of women’s collegiate sports.