When UNT hosted its 2024 University Research Day, it was about more than just poster sessions and presentations, it involved collaboration. This collaboration launched the idea for how research is shaping national conversations around athletics and entrepreneurship.

Sociology graduate student Marisa C. Gonzales ('24 M.S.) and Entrepreneurship faculty mentor Jeremy C. Short connected at the annual research event which led to an exploration of the emerging landscape of Name, Image and Likeness (NIL) opportunities for college athletes.

“It can be challenging as a faculty member to find time and opportunities to interact with others across campus,” Short says. “When I saw Marisa’s research, I immediately knew there was great potential to collaborate and eventually publish her work. I’m so energized by our story from University Research Day and truly hope it’s the first of many collaborations for myself and other UNT colleagues.”

Their recently published study in the Journal of Business Venturing Insights highlights how NIL presents unique challenges and opportunities for female student-athletes, who must balance two often competing forms of labor: athletic performance and aesthetic presentation on social media.

Unlike professional athletes, college athletes typically lack institutional support and resources to manage their brand effectively. For female athletes, this often means navigating tough choices between presenting themselves as competitors first or as influencers, where aesthetic appeal may bring greater NIL opportunities.

The research sheds light on how these dynamics influence athletes’ self-perceptions and labor, while also offering practical strategies for students, universities and supporters:

  • For student-athletes: Build social media strategically, set personal boundaries and seek mentorship
  • For universities: Foster interdisciplinary partnerships between athletics, business, communications and media to help athletes develop entrepreneurial skills
  • For peers and the public: Attend women’s sporting events, engage with crowdfunding platforms and support university NIL collectives that prioritize female athletes

This research underscores UNT’s commitment to empowering students and producing scholarship with real-world impact. As one of many projects born from University Research Day, it illustrates how collaboration across campus can spark insights that extend far beyond Denton, reshaping the conversation about equity, entrepreneurship and opportunity in college athletics.

“This research topic naturally lends itself to cross-discipline collaboration, and doing so allowed me to view the data from an entirely new perspective,” says Gonzales, who now serves as an adjunct professor at UNT and TCU. “I had the opportunity to expand my knowledge on entrepreneurship from an expert in the field. As this was my first publication, Dr. Short served not only as my co-author but also as a mentor throughout the process. I am grateful University Research Day facilitated this invaluable connection.”

With NIL reshaping the playing field, UNT researchers are ensuring that female athletes have the tools, support and visibility they need to stay in the game.