NIL Impact on Mental Health

The landscape of collegiate athletics has undergone a seismic shift with the advent of Name, Image, and Likeness (NIL) deals. While these opportunities offer athletes newfound financial rewards, they also come with a unique set of challenges, particularly concerning mental health. As a mental health and mindset coach for athletes, my priority is to help athletes facing various challenges learn how to achieve and maintain mental peace. This skill set carries athletes in their game and beyond so that they can enjoy being the best complete version of themselves. 

One such challenge that’s becoming more prevalent is the NIL impact on mental health. I’m all for players getting paid for their NIL, but there is an added level of pressure that should be addressed to help athletes optimize these opportunities. Such challenges may go unspoken about in the midst of the chatter about sponsorships, transfer portals, professional debut delays, and more, however, it’s important that we remember that athletes are human and not robots. Therefore, even though we may not be talking about the pressures they are under, it doesn’t mean that the problem doesn’t exist. 

Atlanta Falcons Running Back, Bijan Robinson, recently opened up about his struggles with the pressures from NIL when he was a student-athlete at the University of Texas. As reported by Essentially Sports, when asked about what it was like juggling multiple roles, Robinson said, “It became really stressful for me to live with the brand news.”

At the talk presented by C4 Energy Drink, he went on to say, “I got school, I got to study for tests, I got practice… I got to go in with. my coach to watch film, like, I got so much stuff like that I had to do. I had to make sure I was talking to my family.

“There was a point where like, I wasn’t talking to my mom. I was gonna talk to her like, once every, like three weeks. And it was because I was not trying to ask my mom, like, I felt I was just too tired mentally and physically.

“And you know, for me, there was a point in time when you know that stuff really, you start thinking like, why? Why am I doing this stuff?

“I think the learning lesson that I had to you know accept was… being okay with you know, my wellbeing and my health.”

Like Robinson, many NIL athletes face similar pressure and challenges.

NIL Negative Risk Factors and Considerations

1. Time Management

• Balancing Priorities: The demands of NIL deals, from creating social media posts to attending sponsored events, can significantly strain an athlete’s already packed schedule. With academics and training already consuming much of their time, athletes must carefully consider how to integrate NIL commitments without sacrificing their well-being.
• Fatigue and Burnout: Overcommitment to NIL activities can lead to exhaustion and burnout, affecting not only performance in their sport, but also overall mental health. Athletes must be mindful of their limits and prioritize rest and recovery amidst their busy schedules.

2. Establishing Identity and Image

• Navigating Identity: Building a personal brand can be daunting, especially for athletes thrust into the public eye. Many may struggle to define their brand identity and feel overwhelmed by the expectations placed upon them. The pressure to uphold a certain image can exacerbate existing stressors, leading to feelings of inadequacy or impostor syndrome.
• Managing Expectations: Athletes must grapple with the heightened scrutiny that comes with increased visibility. The fear of not living up to the expectations associated with their brand can weigh heavily on their mental health, leading to anxiety and self-doubt.
• Brand Building: Brand building can add another layer of pressure. Most athletes have no idea how to build a brand, and u might be confused about what their brand is and what they are supposed to do about it.
• Authenticity vs. Image Crafting: Striking a balance between authenticity and strategic image crafting can be challenging. Athletes may feel pressured to portray themselves in a certain light that may not fully align with their true selves, leading to internal conflict and a sense of inauthenticity.

3. Social Pressure and Relationships

• Navigating Social Dynamics: The influx of NIL opportunities can alter athletes’ social dynamics, both within their teams and broader social circles, including friends and family. The newfound financial success and public recognition may lead to jealousy or resentment among peers, impacting team cohesion and personal relationships. There may also be added pressure to provide for their family and serve as a role model in their communities.
• Isolation and Loneliness: Despite increased visibility, athletes may experience feelings of isolation or loneliness as they grapple with the pressures of NIL deals. The demands of managing their brand and schedule can leave little time for meaningful connections or social activities, leading to feelings of disconnect and emotional strain. In addition, the athlete may feel like no one understands the pressure they are under, which can also lead to feelings of isolation and loneliness.
• External Expectations: Athletes may face heightened external expectations from family, friends, and fans due to their NIL ventures. The pressure to maintain a certain image or level of success can create additional stress and strain on personal relationships, leading to feelings of inadequacy or guilt.

Solutions to Ease NIL Impact on Mental Health

1.  Invest in Yourself:

• Prioritize Mental Health: Allocating a portion of NIL earnings towards mental health resources can yield significant dividends. Investing in therapy, mental health coaching, mindfulness practices, or other forms of self-care can enhance performance, resilience, and overall well-being. By prioritizing mental health, athletes equip themselves with the tools necessary to navigate the pressures of NIL deals more effectively.
• Time for Reflection and Recovery: Setting aside dedicated time for rest and rejuvenation is essential for maintaining mental and emotional well-being. Athletes should incorporate mindfulness practices, leisure activities, and adequate sleep into their routines to mitigate the negative effects of stress and burnout.

2. Be Clear in Your Values:

• Authenticity and Integrity: Grounding brand-building efforts in personal values is paramount. Athletes should take the time to reflect on their core principles and beliefs, ensuring alignment between their brand and their authentic selves. Resources like the Athlete Branding Blueprint provide actionable guidance on building a brand that is not only successful but also reflective of one’s values and aspirations for their legacy.
• Community Engagement: Building a strong and supportive community can bolster an athlete’s brand and provide invaluable emotional support. By connecting with fans, peers, and mentors who share their values and vision, athletes can cultivate a sense of belonging and resilience in the face of external pressures.

3. Set Boundaries and Prioritize Relationships:

• Communication is Key: Encourage athletes to communicate openly with loved ones about the demands of their NIL commitments and the importance of maintaining balance in their personal lives. Setting boundaries around time spent on NIL-related activities and prioritizing quality time with family and friends can help alleviate strain on relationships.
• Quality Over Quantity: Emphasize the importance of quality interactions over quantity. Encourage athletes to carve out dedicated time for meaningful connections with loved ones, whether it’s sharing a meal together, engaging in a hobby, or simply having a heartfelt conversation.

4. Practice Self-Compassion and Resilience:

• Embrace Imperfection: Remind athletes that it’s okay to make mistakes or face setbacks in their NIL journey. Encourage a mindset of self-compassion and resilience, emphasizing that challenges are opportunities for growth and learning.
• Celebrate Achievements: Encourage athletes to celebrate their successes, both big and small, and to acknowledge the effort and dedication they put into their NIL ventures. Cultivating a sense of pride and self-worth independent of external validation can help bolster mental health and resilience.

5. Hire a Brand Manager:

• Professional Guidance: Engaging the services of a brand manager or team can alleviate the burden of brand building. These professionals offer expertise in crafting and amplifying an athlete’s brand, allowing them to focus on their athletic pursuits while cultivating a meaningful and authentic image. Partnering with a brand manager can streamline the process, offering clarity and strategic direction amidst the complexities of personal branding.
• Strategic Planning: Collaborating with a brand manager enables athletes to develop a cohesive and sustainable brand strategy. By identifying their unique strengths, values, and aspirations, athletes can create a compelling narrative that resonates with their audience while staying true to themselves.

In the journey of navigating NIL deals, prioritizing mental health and adopting strategies for sustainable brand building are essential components of success. By understanding the inherent challenges and implementing proactive measures, athletes can thrive both on and off the field, maintaining their well-being amidst the demands of collegiate athletics and beyond.

Contact us to learn more about mental health strategies.