Study Finds NIL Deals Spike Stress Among College Athletes

Research reveals challenges balancing academic, athletic, and commercial roles under new NIL policies.

Mar. 28, 2026 at 1:58am

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A new study from the University of Michigan and University of Minnesota surveyed 350 Division I college athletes and found that while NIL deals strengthened their identity as athletes, the added commitments significantly increased stress levels. Many athletes reported struggling with understanding NIL rules, lacking university support, and juggling complicated contracts on top of their academic and athletic responsibilities.

Why it matters

The rise of NIL policies allowing college athletes to profit off their name, image, and likeness has introduced a new commercial dimension to the traditional student-athlete experience. This study sheds light on the challenges athletes face in balancing these newfound business opportunities with their core roles as students and competitors.

The details

The research team surveyed 350 Division I athletes at 11 universities across four major conferences, examining how NIL affects participants' identities as students and athletes, and the level of stress it adds to their lives. Key findings include: NIL commitments strengthened athletes' identity as competitors but did not undermine their identity as students; the more an athlete engaged in NIL, the higher their stress levels due to role overload; and many athletes, especially women, those in less popular sports, and international students, felt disadvantaged in accessing NIL opportunities.

  • The study was published on March 28, 2026.

The players

Kathryn Heinze

The lead author of the study and an associate professor at the University of Michigan School of Kinesiology.

Landy Lu

A co-author of the study from the University of Minnesota.

Hairou Ren

A co-author of the study from the University of Michigan.

Sara Soderstrom

A co-author of the study from the University of Michigan.

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What’s next

Researchers suggest universities can help reduce athlete stress by providing more guidance, education, and support around NIL policies and opportunities.

The takeaway

While NIL deals can provide valuable financial support and personal branding opportunities for college athletes, the added commitments are also significantly increasing stress levels as students struggle to balance their academic, athletic, and commercial responsibilities. Careful time management and university support will be key to helping athletes navigate this new landscape successfully.