Self-branding of student-athletes in the era of name, image, and likeness at the University of Hawaiʻi at Mānoa

Abstract

Name, Image and Likeness (NIL) policies have significantly changed college athletics by allowing Division I student-athletes to pursue financial opportunities through endorsements, brand deals and institutional compensation. This study explores how student-athletes at the University of Hawaiʻi at Mānoa navigate NIL opportunities, with a focus on their use of Instagram for self-branding. Using a qualitative research approach and conducting semi-structured interviews with current student-athletes at UH Mānoa, the study explores athletes’ awareness of NIL, the strategies they use on Instagram, as well as their perception of audience and self-branding. Findings show that the participants recognize the importance of having an Instagram account to promote yourself as an athlete as well as knowing what type of content to post. The study also identifies the challenges to NIL specifically the limited access to opportunities for international student-athletes. Additionally, the findings highlight that the institutional culture at UH Mānoa plays a significant role in recruiting and retaining athletes despite the financial opportunities that may be available at other universities.