Graduation Year

2025

Date of Submission

4-2025

Document Type

Open Access Senior Thesis

Degree Name

Bachelor of Arts

Department

Economics

Reader 1

Julio Garin

Abstract

This thesis explores the relationship between NIL (name, image and likeness) investment and winning percentage in Division I collegiate basketball and football programs. I assessed the impact of NIL expenditure on team winning percentage by compiling several financial variables, recruiting metrics, and winning percentage for programs between 2021 and 2024. I then utilized separate Ordinary Least Squares (OLS) regression models for football and basketball. Through these regressions, I found that NIL spending has a much stronger positive relationship with team performance in basketball when compared to football. Additional analysis highlighted coaching expenditure, conference affiliation, and average recruit score as significant predictors of success within both sports. The results found within this study suggest that while NIL investment may be a potential driver of success, its impact is complex and dependent upon other existing structural advantages. This research contributes to previous literature that has explored the relationship between financial drivers and success within collegiate athletics, helping to provide practical solutions for athletic departments who want to optimize resource allocation in the new NIL era.

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