NIL Impact on Mental Health

Updated: May 2026

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. Managing brand deals, social media obligations, and sponsorship expectations on top of training, academics, and team commitments creates a compounding stress load that can lead to anxiety, burnout, identity confusion, and emotional exhaustion.

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. 

NCAA data released via the NIL Assist platform reveals a striking disparity in NIL earnings: only 1% of college athletes earn more than $50,000 from NIL deals, yet the pressure to perform as a personal brand weighs on virtually every athlete, regardless of their deal size. That gap between perceived opportunity and financial reality is a significant, often unspoken stressor, particularly when you factor in comparison, injury, and performance metrics. In addition (Source: NCAA NIL Data Dashboard)

The pressure is real and documented. Research cited by the Center on Sport Policy and Conduct (2024) found that 29.1% of female collegiate athletes report experiencing “overwhelming anxiety” on a daily basis, and 15.6% to 21% of college athletes overall are affected by depression, compared to just 5% in the general population. NIL commitments don’t create these pressures from scratch; they accelerate and amplify what was already a fragile mental health environment.

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.

“If you let the expectations eat you up, then you’re kind of toast from the beginning.” – Mason Nichols.

“There’s so much pressure in today’s world through social media (and) NIL. Wanting to just look good, it’s a lot of pressure, and it becomes a challenge. For some guys … they thrive in that pressure, and then there’s a lot of guys who don’t.” – Dallas Payne

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.

A 2024 peer-reviewed study in the Journal of Intercollegiate Sport found that self-promotion for NIL purposes, particularly maintaining a consistent social media presence, directly increased stress levels in student-athletes, with many reporting that the “always on” nature of brand management interfered with sleep and recovery. (Source: Adjanin & Cross Beemer, “Beyond the Hashtags,” Journal of Intercollegiate Sport, 2024)

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.

“Athletes who take on influencer roles may deal with unique stressors, whether it’s comparing engagement numbers or coping with public scrutiny. It would be valuable to provide opportunities where athlete-influencers can support each other, share strategies, and protect their mental health.” — Dr. Molly Harry, University of Florida

According to a 2025 National Research Study on Confidence cited in Psychology Today, 48% of Gen Z respondents (ages 18–29) reported that they frequently or always feel like they are “not enough.” For athletes navigating NIL, that chronic self-doubt can be especially damaging. Their confidence is now tied not just to performance on the field, but to follower counts, brand valuations, and public perception 24/7.

Additionally, a 2025 review published through the Journal of Sport and Athletic Studies found that collegiate athletes managing NIL and social media must constantly maintain “curated identities” in a public digital space, which researchers called a “front stage” with no backstage retreat. This relentless performance, the study found, carries a significant emotional cost: stress, anxiety, identity dissonance, and burnout. (Source: “The Curated Athlete,” IJSAS, May 2025)

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 role models 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.

“I invested in myself and that’s why I am here today.” — Brea Beal, WNBA Minnesota Lynx, on how prioritizing her own mental health was the key to her success amid the pressures of college athletics and NIL

The NCAA’s own research confirms these relational and emotional pressures are not isolated incidents. In their multi-year Student-Athlete Health and Wellness Study (data collected through 2023, released at the 2024 NCAA Convention), more than 23,000 student-athletes participated — and while mental health concerns showed modest improvement from pandemic-era peaks, they remained significantly elevated, particularly among women, athletes of color, and those experiencing financial hardship. (Source: NCAA Student-Athlete Health and Wellness Study, 2024)

Before We Get to Solutions — Let’s Find Out What YOU Actually Need

If you’ve read this far, there’s a good chance you recognize yourself, or your athlete, in these challenges. But here’s what most people miss: not all mental pressure is the same, and not all resets work for everyone.

Take the free quiz: “Discover What Type of Mental Reset You Need”

In just a few minutes, you’ll get a personalized insight into the type of mental reset that fits where you are right now so the solutions in the next section actually land for you, not just in theory.

Designed specifically for athletes navigating pressure, burnout, and the weight of performance expectations.

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.

Your NIL Mental Health Questions, Answered

These are the questions we hear most often from athletes, parents, and coaches navigating the mental side of NIL.

How does NIL affect college athletes’ mental health?

NIL deals add a layer of entrepreneurial pressure (e.g., branding, social media, sponsor management, and public image) on top of the existing demands of being a student-athlete. This can lead to increased anxiety, burnout, identity confusion, and strained personal relationships.

What mental health challenges do NIL athletes face most?

The most common challenges include chronic stress from time management, imposter syndrome tied to brand expectations, isolation from peers and family due to overcrowded schedules, and identity dissonance (i.e., the feeling of performing a public persona that doesn’t fully align with who they really are). Social media amplifies all of these, because athletes with NIL deals must maintain a visible, curated presence even when they’re struggling privately.

Can NIL pressure cause burnout in college athletes?

Yes. Burnout is one of the most documented outcomes when athletes overcommit to NIL activities without adequate support. Burnout in athletes is linked to reduced athletic performance, emotional exhaustion, and increased risk of depression and anxiety. The risk is highest when athletes feel like they have no space to disconnect. When their brand requires constant engagement and their sense of self-worth becomes tied to online metrics or deal values rather than their identity as a whole person.

Are college athletes getting mental health support for NIL-related stress?

Support is growing, but it hasn’t caught up with the pace of NIL expansion. As of August 2024, the NCAA now requires all Division I schools to provide mental health services as a core membership condition, which is a significant step forward. However, many athletes still don’t seek help due to stigma, time constraints, or feeling like their NIL pressures won’t be understood by general campus counselors. Working with a mental performance coach who specializes in athlete mental health can fill this gap in a way that’s both practical and performance-focused.

What should parents of NIL athletes know about mental health?

Parents play a crucial role in helping their athlete maintain perspective. The most important thing families can do is keep the lines of communication open, not just about deals and opportunities, but about how their athlete is actually feeling. If your child becomes increasingly withdrawn, irritable, or dismissive of rest and recovery, these may be early signs that NIL pressure is taking a mental health toll. Encourage them to invest some of their NIL earnings into mental health coaching or support, and remind them regularly that their worth is not determined by their brand valuation.

How can athletes protect their mental health while pursuing NIL deals?

The most effective strategies include setting clear boundaries around NIL time commitments, building a brand rooted in authentic personal values (rather than chasing trending content), investing in professional support like a mental performance coach, maintaining meaningful relationships outside of athletics, and practicing self-compassion (i.e., the understanding that mistakes and setbacks are part of the process, not evidence of failure). Athletes who define their identity beyond their sport and their brand tend to handle NIL pressure with greater resilience.