Digital Branding and Athlete Revenue Models

Volume 1, No. 1
Online ISSN: 3071-0898

© The authors. This article is published under the terms of the Creative Commons 4.0 License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.

Digital Branding and Athlete Revenue Models

CONFERENCE ABSTRACT

Justin Washington* and Navpreet S. Pooni⁺

School of Business and Innovation, Barton College, Wilson, NC, USA
*Student author, ⁺Faculty mentor

CITATION

Washington, Justin; & Pooni, Navpreet S. (2026). Digital branding and athlete revenue models [Conference abstract]. Barton Journal, 1(1), 173. https://bartonjournal.org/vol-1-no-1/2026-cat4-article-no-026

Abstract

The financial structure of professional and collegiate athletics has undergone a significant transformation during the digital era. Historically dependent on league contracts and traditional endorsement agreements, athletes now operate within a decentralized digital marketplace shaped by social media engagement and Name, Image, and Likeness (NIL) policy reform. This paper argues that digital branding and NIL regulations have fundamentally redefined athlete revenue models by enabling diversified income streams independent of team-controlled exposure. Using financial trend analysis and case-based examples of high-profile NIL athletes, this study evaluates how direct platform monetization, sponsored content, and brand partnerships contribute to both financial expansion and revenue diversification. The findings contribute to sports finance scholarship by demonstrating that digital visibility now functions as an independent economic asset within modern athlete compensation structures. As the digital sports economy continues to evolve, understanding how online engagement translates into financial opportunity becomes increasingly important for both athletes and sports organizations.

Keywords: name image and likeness (NIL), collegiate athletics, student-athletes

Category I Articles
(3000–5000 words)

Full-length Article. Comprehensive, original research study common in the sciences, social sciences, humanities, and interdisciplinary fields. Presents research questions, methods, findings, and implications in full detail.

Review Article. Critical synthesis of existing scholarship across a discipline or subfield, often in the sciences, social sciences, and humanities. Identifies major debates, trends, and gaps in the literature.

Technical Report. Detailed account of applied research, development, or project-based work, typically used in engineering, technology, environmental science, and public policy. Emphasizes procedures, data, and practical results.

Category II Articles
(1500–3000 Words)

Case Study. An in-depth examination of a single event, individual, organization, or community, used widely in business, education, medicine, social sciences, and public policy to illustrate broader concepts.

Creative Scholarship. Scholarly work grounded in artistic, literary, or creative practices. Explores craft, process, or interpretation as a form of inquiry accompanied by explanatory text.

Critical Essay. An argument-driven analysis of a text, issue, or concept, common in the humanities and cultural studies. Prioritizes interpretation, critique, and original perspective.

Data Paper. Documentation-focused article describing a dataset’s collection, structure, and potential uses. Common in sciences, social sciences, and humanities.

Methodology Paper. Focused exploration of research methods, designs, or analytical tools across disciplines such as psychology, biology, statistics, and communication studies. Emphasizes innovation or refinement of methods.

Replication Study. Study that reproduces prior research to test reliability and validity, especially in psychology, economics, biomedical sciences, and education.

Research Note. Short report presenting preliminary findings, emerging questions, or early-stage results. Used in sciences and social sciences to share timely insights.Short article. Condensed research piece that presents a focused analysis, small study, or partial findings across disciplines.

Category III Articles
(750–1000 Words)

Book/Media Review. Evaluative overview of a recent book, film, performance, or digital media, used across humanities, social sciences, and interdisciplinary fields.

Brief. Concise report summarizing key findings, updates, or policy-relevant information, common in public policy, health, and applied sciences.

Commentary. Short, argument-based reflection on a current issue, debate, or publication, common across disciplines.

Letter. Short communication addressing a specific study, idea, or dataset, used in sciences, social sciences, and some humanities fields.

Perspective. Reflective or viewpoint-driven piece offering an informed disciplinary interpretation of an issue, trend, or method.

Category IV Articles
(Abstracts)

Extended Abstract (300–700 Words). A more detailed, mini-article format often used in STEM and interdisciplinary conferences, including background, methods, and preliminary findings.

Conference Abstract (150–300 Words). Concise summary of proposed conference research, outlining the question, approach, and significance across any academic discipline.