Motivations of local advertises using NIL

Name, image, and likeness (NIL) advertising with NCAA student-athletes is changing the way businesses advertise nationwide. This study explores the motivations of specifically local small businesses in central Missouri using NIL endorsements with University of Missouri student-athletes. Guided by Uses and Gratifications theory, it seeks to answer two questions: (1) What drives local businesses to adopt NIL advertising? and (2) How do they select student-athletes for these NIL partnerships? Through qualitative interviews with eight business owners, key themes emerged: personal identity, social media, brand image, trading, measurement, marketing strategy, and education. Findings reveal that personal connections and community values, in this instance, outweigh traditional endorsement marketing metrics like follower counts or athletic performance. Businesses prioritized authenticity, aligning with student-athletes who embodied their brand identity. Social media amplified reach but was secondary to relational factors. Trading of services enabled cost-effective participation for local businesses. These insights advance understanding of NIL's current impact and highlight its divergence from other endorsement marketing efforts.