Beyond the Game: Understanding Counselor Perceptions of Mental Health,Family Dynamics,and NIL Pressures Among Collegiate Student-Athletes

Student-athletes occupy unique roles as leaders on college campuses and face various stressors, such as securing name, image, and likeness (NIL) endorsements through the utilization of social media. Additionally, student-athletes are challenged with adjusting from the parent–child relationship dynamic to a coach–athlete relationship, mirroring familial structures and relational patterns. This new relational dynamic can serve as a protective factor against engagement in risk-taking behaviors. However, relatively little research exists examining how the pursuit of NIL endorsements and the quality of coach–athlete relationships collectively influence student-athletes’ overall mental health and familial interactions. The primary aim of this qualitative study was to identify risk factors impacting student-athletes’ mental health and well-being, examine the effects of securing NIL endorsements through social media, and explore the mirrored relationships between coach–athlete and parent–child dynamics. Findings reveal the significance of family relational patterns and identify specific mental health interventions and approaches to address these challenges. These findings have important implications for future research, marriage and family counselors, and mental health professionals working with this specialized population and their families.