Document Type
Conference Proceeding
Publication Date
Spring 2025
Abstract
The introduction of Name, Image, and Likeness rights has transformed collegiate athletics, reshaping how fans connect with teams and athletes through collectives that individual fan contributions to support NIL opportunities. This study explores the relationship between NIL, fan collectives, and fan behavior, proposing a 2x2 typology based on concern for social status and the perceived importance of the collective to athlete recruitment. Four fan types are proposed: Passionate Believers, Social Status Seekers, Contributors, and Pragmatic Skeptics. Social identity theory and the theory of planned behavior provide a foundation for understanding how identity salience and subjective norms drive behaviors like NIL-branded purchases and collective membership. Practical implications highlight tailored strategies to engage different fan types, emphasizing recognition, transparency, and tangible outcomes. The study advances theory by integrating identity and rational choice frameworks, offering insights into the cognitive and social motivations shaping fan participation in NIL initiatives.
Recommended Citation
Hickman, T. (2025). Exploring fan dynamics in NIL collectives: Insights into engagement and contribution. 2025 Association of Marketing Theory and Practice Proceedings, 9. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2025/9
