The NIL Divide: How Race And Class Shape Who Gets Paid In College Sports’ New Era

GAINESVILLE, Fla. — College football players of color and from lower-income families are significantly more likely to become social media influencers than their White, wealthier teammates, according to new research. The study shows how race and class shape the modern college sports landscape, and how the pursuit of name, image, and likeness (NIL) opportunities is fundamentally reshaping the athlete experience.

Since 2021, when the NCAA began allowing college athletes to profit from their NIL, student-athletes have rushed to capitalize on social media fame. Authored by Molly Harry, Ph.D, from the University of Florida, and UF doctoral student Hannah Kloetzer, the study of 200 athletes from Power Four conferences revealed that not all athletes are equally drawn to the influencer world, and the divisions fall sharply along socioeconomic and racial lines.

Lower-Income College Athletes More Likely to Pursue Influencer Roles

The findings, published in Sociology of Sport Journal, suggest that financial pressures may influence students from less privileged families to pursue social media income more aggressively than their peers. Athletes from lower socioeconomic backgrounds were significantly more likely to identify as influencers and report making academic, athletic, and social sacrifices for NIL opportunities.

“Being a student, athlete, and influencer is exhausting,” one athlete wrote in the survey. Another noted, “I have had to miss workouts or go through the motions in practice just to make sure I met deadlines for sponsored content.” These candid responses point to the real strain athletes are feeling as they try to balance competing roles while often also juggling family obligations and financial stress.

Black and African American athletes across all sports were more likely to describe themselves as having influencer roles compared to athletes of other races. They were also more likely to report making social sacrifices because of their NIL commitments, suggesting that building an online presence interfered with other aspects of college life. Several athletes pointed to their desire to serve as role models for younger athletes of color. One respondent wrote, “People from where I’m from don’t get these chances. If I can make money and show kids it’s possible, I have to do that.”

Football players of color from lower-income backgrounds showed the strongest identification with influencer roles of any group studied. Men’s basketball players also demonstrated strong influencer identification, which aligns with the sport’s cultural prominence and smaller team sizes that allow for individual recognition.

Football Players Make Most Academic and Athletic Sacrifices for NIL

Football players across all demographics were more likely to report making academic, athletic, and social sacrifices for NIL opportunities, with players of color significantly more likely to make these trade-offs. While many of these athletes have long faced difficult decisions about how to allocate their time, NIL introduces a new and powerful incentive that can reshape those choices.

For example, some athletes reported reducing time spent training or practicing in order to meet commitments to sponsors. One football player wrote: “I’ve skipped film sessions and recovery time to film branded posts. You don’t want to lose deals.” This marks a stark shift from traditional models of athletic discipline, suggesting that for some, NIL income is no longer supplemental — it’s essential.

Harry and Kloetzer contacted over 3,000 athletes across 21 schools and received 200 responses from athletes in seven high-profile sports: baseball, men’s and women’s basketball, football, gymnastics, softball, and volleyball. Just over half of the surveyed athletes currently had NIL deals, and about 30% of those reported earning money specifically from social media activities.

The constant pressure to create content and engage with followers can contribute to anxiety, burnout, and other psychological challenges for individuals already balancing multiple demanding roles. Athletes from lower socioeconomic backgrounds were more likely to identify with family roles such as child or sibling, indicating that financial pressures and family responsibilities influence how these students prioritize their time.

White Student-Athletes Generate More Social Media Revenue Despite Lower Interest

While Black and African American athletes were more likely to see themselves as influencers, White athletes were more likely to actually generate revenue from social media deals. This disparity reflects patterns seen in the wider influencer industry, where studies show Black content creators are often underpaid compared to White counterparts.

As one athlete wrote, “I post more than some of my teammates, but they get paid more. I don’t have the same followers, I guess.” The study’s authors suggest this may reflect long-standing biases in visibility and marketability: White athletes may benefit from larger followings, better brand access, or more favorable consumer perception.

The study also found a nuanced divide between behavior and self-perception. Some athletes described having influencer identities without necessarily taking on influencer roles, while others performed influencer-like activities without personally identifying as influencers. One athlete summed it up: “I do the work, but I don’t feel like an ‘influencer.’ I’m just trying to pay rent.”

NIL Era Creates Divided System for Student-Athletes

Athletic departments may need to reconsider how they support student-athletes in this new environment. Study authors recommend institutions provide specific counseling services for social media pressures, teach boundary-setting skills, and offer mentorship programs pairing current athletes with successful former athlete-influencers.

Harry and Kloetzer also raise important questions about equity in college sports. While NIL was designed to provide fair compensation for athletes whose talents generate millions in revenue for universities, the reality appears more complicated.

Athletes from privileged backgrounds may have the luxury of focusing primarily on academics and athletics, while their less advantaged peers feel pressure to build social media followings and secure endorsement deals to support themselves and their families. This creates a two-tiered system where some student-athletes face significantly more demands than others, fundamentally altering what it means to be a college athlete in America today.