UNLV quarterback Matthew Sluka (3) runs with the ball during the college football game against Utah ... [+] Tech at Allegiant Stadium, Saturday, Sept

Mental Health Crisis Looms As College Athletes Chase NIL Fame In “Attention Economy”

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2025-01-21 01:00:06

UNLV quarterback Matthew Sluka (3) runs with the ball during the college football game against Utah ... [+] Tech at Allegiant Stadium, Saturday, Sept. 7, 2024, in Las Vegas. (Daniel Jacobi II/Las Vegas Review-Journal/Tribune News Service via Getty Images)

While much attention has been focused on the financial benefits of NIL monetization, little conversation has been had about the inherent stress of trying to find an NIL deal and the impact on the athletes themselves.

College athletes (and many high school athletes) have been told over and over that the key to their success is finding people, companies and others who will pay for the athletes to endorse their products and brands. It’s a time-honored transaction-I say nice things about your product, and you pay me because your customers will be influenced by my endorsement.

An overwhelming majority of college athletes want to become a part of the “attention economy”, defined as those trying to break through the deluge of information. They view themselves as “performers” and “brands”, not just an athlete.