A landmark multibillion-dollar legal settlement is set to transform the landscape of college sports in the United States. A court recently approved the House v. NCAA settlement, requiring the NCAA (the National Collegiate Athletic Association) to pay nearly US$2.8 billion in damages over the next 10 years to athletes who competed from 2016 through to the present day.

The settlement opens the door for college athletes to earn a share of revenue moving forward, marking a shift away from the traditional ideals of amateurism in sport.

Amateurism was traditionally defined as the notion of athletes playing sport for the love of it rather than for financial reasons. Historically, it was created by upper-class elite groups as a way to exclude others. Today, its definition continues to be contested, especially since many athletes have been exploited by amateurism.

The concept of NIL (name, image and likeness) has only exacerbated this by encouraging athletes to promote themselves on social media. Some sport organizations now even factor social media presence into recruitment decisions.

These developments raise key questions: should we be treating athletes as brands? And what are the consequences of doing so, both on and off the field?

Social media offers a way for athletes to build a community of followers, share and discuss their personal lives, and interact with fans.

For many athletes, social media platforms have become tools for building a personal brand and differentiating themselves from other competitors and ultimately having more control over their public image. In turn, social media can allow them to seek out sponsorships and endorsement deals.

However, research also shows there are........

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