Baylor Researchers to Study NIL Impact on Athletes

A new grant-funded project will explore how name, image, and likeness deals influence character and spiritual well-being.

Updated on Oct. 15, 2026 in Financial Aid

Baylor Researchers to Study NIL Impact on Athletes

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Do you believe NIL endorsement deals have a negative impact on the development of college athletes?

Baylor University researchers have received a Templeton Foundation grant to study the effects of name, image, and likeness (NIL) deals on college athletes. The multi-year project, titled Virtue on the Market, will analyze how these financial opportunities impact student-athlete spiritual formation and character development.

Why it matters

As college athletics shifts toward a professional model, understanding the psychological and ethical ramifications for student-athletes becomes essential. This study seeks to bridge the gap between commercial growth and the personal well-being of those competing in the NCAA.

Between 2025 and 2026, Division 1 schools paid $1.77 billion to 34,915 athletes, while third-party NIL deals reached an additional $582 million. The study will assess these figures against the 11% of athletes who reported increased stress.

The players

Baylor University

A private Christian university based in Waco that serves as the host institution for this research project.

Laura Upenieks

She serves as the principal investigator for the Virtue on the Market project.

Templeton Foundation

This organization provides philanthropic support for research into character development and the intersection of science and spirituality.

The details

Researchers will partner with the Baylor athletics department to collect evidence-based data over a two-year tracking period. The team will examine the intersection of market participation and personal development following the NCAA decision in July 2021 to allow athletes to profit from their name, image, and likeness.

July 2021: The NCAA adopted its current name, image, and likeness policy.
2024: Student-Athlete Insights published a study regarding athlete stress.
2025-2026: Division 1 schools distributed $1.77 billion to athletes.
2028: The research project is scheduled to release its final findings.

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Culture Shift

The 2021 NCAA name, image, and likeness policy change fundamentally altered the amateur model of college sports, pushing universities to integrate professional financial dynamics into student life. This study tracks how this transition aligns with evolving cultural standards regarding the roles of college students as both scholars and earners.

For students and families in the Waco area, this study highlights the growing complexity of balancing academic responsibilities with professional financial opportunities. Residents and campus stakeholders can expect a clearer understanding of how to better support student-athlete mental health as the research progresses.

The takeaway

The rapid commercialization of college sports necessitates a deeper look at the mental and spiritual health of young athletes. Families should prioritize long-term character development alongside the immediate financial incentives offered by current NIL structures.