From Burgers to Brand Deals: College Athletes, Influencers, and University Responsibility

Remember the old days of college sports? For those of us who followed along even a decade or two ago, the rules often felt bafflingly strict. Stories abounded of minor infractions – maybe buying an athlete a burger, offering a ride – leading to serious NCAA investigations, potentially costing a young person their scholarship and jeopardizing an entire team’s season. The concept of “amateurism” was fiercely guarded, often to seemingly absurd lengths.

I remember my freshman year of college, hanging out with a classmate, not realizing initially that he was on the basketball team. When lunchtime hit, I asked if he wanted to join me for pizza. He politely declined. This happened multiple times, and I finally asked why he didn’t want to have lunch with me. He explained that he didn’t have any extra funds, and something as silly as me buying him pizza could get him tossed from the team.

Fast forward to today, and the landscape has been utterly transformed. The advent of Name, Image, and Likeness (NIL) rules means student-athletes can now legally profit from their personal brand through endorsements, appearances, social media, and more. It’s a seismic shift, and while much initial attention focused on star quarterbacks and basketball phenoms landing lucrative deals, some universities are exploring ways to spread the opportunity much wider. A fascinating example is unfolding at the University of North Carolina at Chapel Hill.

UNC, a school renowned for its athletic prowess across many sports, is actively supporting an initiative, spearheaded by the firm Article 41 (co-founded by UNC alum Vickie Segar), to help potentially all 850 of its varsity student-athletes become social media influencers. Forget just the likely future pros; this program pitches divers, wrestlers, gymnasts, and field hockey players on turning their TikTok and Instagram accounts into potential “cash cows.” The university doesn’t take a cut, but as Athletic Director Bubba Cunningham candidly acknowledges, helping all athletes maximize their earning potential is a powerful recruiting tool (“it will get better athletes”). It’s also seen as a way to provide opportunities for those in sports less likely to benefit from potential future revenue-sharing deals tied directly to football and basketball ticket sales or media rights, particularly many female athletes. It’s an innovative and laudably inclusive spin on the NIL revolution.

For the students involved, the potential benefits are clear. While multi-million dollar deals like those secured by pioneers like gymnast Olivia Dunne or basketball players Haley and Hanna Cavinder remain rare, many athletes can earn valuable income, what my dad used to call “walking around money,” covering expenses beyond the scholarship. Article 41 believes athletes reaching even modest follower counts (5,000-20,000) can start seeing revenue from branded posts. We see examples like UNC wrestler Jake Dailey already landing paid deals, and gymnast Bella Miller securing partnerships with brands like Athleta after initially doubting NIL would reach her sport. Beyond the money, there’s the acquisition of real-world skills. Basketball star Alyssa Ustby, who earned over $100,000 last year through deals with Papa John’s and American Eagle, viewed building her significant TikTok following (now 132,000+) almost like an internship, directly relevant to her advertising and public relations major.

Of course, stepping into the often-frenetic world of online influence isn’t without its significant challenges, especially for young adults already juggling demanding academic and athletic schedules. There’s the inherent pressure of social media – the constant need for content, the potentially damaging comparison game (as Ustby noted, experiencing with a teammate whose posts didn’t go viral), the feeling of being in a relentless “popularity contest.” Coaches worry about athletes having “very full plates” and adding yet another major time commitment. And then there’s the dark side: exposure to online negativity, hateful comments, harassment, and even abuse, as vividly described by the father of incoming UNC tennis star Anna Frey, who manages extensive block lists to shield his daughter from gamblers and “perverts.” Law professor Michael LeRoy raises a valid ethical concern about “bodies being monetized on TikTok,” often primarily for the university’s recruiting benefit.

This brings us to a crucial point: responsibility. When a university actively encourages and facilitates its students’ entry into this complex and potentially hazardous influencer arena – connecting them with firms, including pitches in freshman orientation – it takes on a significant ethical obligation to provide robust guidance and protection. It can’t just open the door and wish them luck.

Here, the parallel to professional sports, particularly the NFL, is instructive. NFL teams understand that rookies, often barely out of their teens, need help navigating the sudden transition to significant wealth and public scrutiny. They don’t just hand over a contract and expect them to figure it out. Teams routinely provide resources like financial literacy training, investment advice, media coaching, mental health support, and guidance on building a professional brand responsibly. They do this partly out of duty, but also because supported, stable players perform better and cause fewer off-field issues. They are protecting both the person and their investment.

Universities embracing the athlete-influencer model need to adopt a similar comprehensive approach. This goes far beyond simply ensuring NCAA compliance. It means providing access to:

• Real-World Social Media Training: Not just “how to post,” but understanding contracts, disclosure rules (FTC), content ethics, building a sustainable brand, and digital safety.
• Targeted Mental Health Resources: Support specifically addressing the unique pressures of online visibility, performance comparison, and coping mechanisms for cyberbullying and negativity.
• Financial Literacy Education: Helping students manage newfound income responsibly, understand taxes, evaluate deals, and avoid predatory arrangements.
• Safety Protocols & Support: Clear procedures and dedicated resources for athletes facing online harassment, stalking, or threats.

Universities like UNC are rightly being recognized for finding innovative and inclusive ways to extend NIL opportunities. But the true measure of success in this new era won’t just be the number of brand deals signed or the collective earnings potential touted to recruits. It will be how well these institutions step up to support the whole student-athlete, providing the guardrails, guidance, and resources necessary to navigate the opportunities and the perils of becoming a public figure online. Protecting their players allows their players to play – and thrive – both on and off the field