This episode of Can You Hear Us Now, focuses on how the media influences Name, Image, and Likeness opportunities for student-athletes. It explores how media-driven polarization and public opinion shape how athletes are perceived both on and off the field, especially on social media, where everything is amplified. The episode also explores how NIL deals are increasingly influenced by how well the athlete’s personal brand aligns with the company’s values and target audience, and how athletes must balance authenticity with potential sponsorship opportunities. The episode features Professor Livis Freeman and Gwen Fink, who both have professional and student-athlete perspectives. Professor Freeman provides insight from his sports marketing and communications background, and Fink shares her experiences navigating NIL opportunities as a college athlete. Together, they combine how the media, branding, and public perception play a major role in shaping an athlete’s earning potential. Overall, the episode emphasizes how NIL has changed and now focuses beyond an athlete’s performance alone, and encourages listeners to be aware of the role media plays in shaping opportunities for student-athletes.
Guests:
Gwen Fink is a senior on the UNC Gymnastics Team. In her experience competing as a D1 gymnast, Fink has competed in the all-around throughout all four years of her college career. Along with her athletic accomplishments, Fink has excelled in the classroom, majoring in political science and management as she pursues her long-term goal of becoming a lawyer. During her time at Carolina, Fink has gained experience on both sides of NIL—first as a student-athlete benefiting from opportunities, like her partnership with Athleta, and also on the agency side through her work as a Legal Summer Intern with Article 41 Talent Agency. With her knowledge captured through her degree and first-hand experience outside the classroom, she holds a valuable perspective on how political opinions affect NIL opportunities.
Livis Freeman is an associate professor and administrator at the UNC Hussman School of Journalism and Media, as well as the founder of 4ourFans, Inc., a public relations company focused on helping professional athletes build their brands, community impact, and careers. A UNC-Chapel Hill graduate, he has worked with numerous professional athletes across the NBA, NFL, PGA, and boxing while also creating internship opportunities for students in sports communications. At UNC, Freeman serves as assistant dean for course management and staffing and is the Distinguished Professor for Sports Communication, where he leads key programs and teaches a wide range of media, PR, and sports communication courses.