Business Case Studies & Business Publications

Athlete Brands: How to Benefit from Your Name, Image & Likeness

M-1021 | Published July 28, 2022 | 80 pages Book

Collection: Darden School of Business

Product Details

Whether it is practice or a game, successful athletes always have a strategy to make sure they achieve their goals. Preparing for NIL success by developing an athlete brand is no different—it requires a game plan to get the best results. Athlete Brands: How to Benefit from Your Name, Image & Likeness (NIL) is a four-step process to help student-athletes manage their brands like a pro. Short, easy-to-read chapters guide you through a series of exercises that enable you to set goals and then design, activate, and monetize your brand. Examples of real student-athletes show how the four-step process yields NIL success. Athlete Brands is the perfect resource for student-athletes to learn to make NIL decisions that serve their biggest goals. Athletic directors, coaches, athletes, and parents have seen first-hand how Athlete Brands can be transformative.

The book and teaching resources have been adopted by top-tier athletic programs in support of their student-athletes' success. The book has been a valuable addition to sports marketing, sports management, and general marketing courses as the cornerstone of a module on NIL. A PDF handout containing links video interviews is available to instructors and purchasers of the book. Contact Andy Dahl (dahla@darden.virginia.edu) with any questions about how schools and athletic programs are successfully implementing Athlete Brands.