Lily Meskers recently found herself grappling with an unexpected decision as she prepares to participate in her first significant election. The 19-year-old sprinter from the University of Montana received an inquiry from an organization called Montana Together, asking if she would consider an endorsement deal that involved promoting Senator Jon Tester, a Democrat seeking re-election. The organization, which operates independently from Tester’s campaign, offered compensation ranging from $400 to $2,400 to college athletes willing to create video endorsements.
However, Meskers opted not to participate in the deal, citing her disagreement with Tester’s stances on legislation concerning transgender athletes in sports. “I sensed that this was a strategic political move aimed at regaining voters he may have alienated,” Meskers explained. “As a female student-athlete, I couldn’t lend my endorsement to someone who I felt wasn’t supportive of my rights.”
While professional athletes like LeBron James and Colin Kaepernick have been vocal about pressing social issues and political campaigns, college athletes tend to be more reserved, particularly when potential financial compensation is on the table. Experts note that openly expressing political sentiments can impact their university’s reputation and jeopardize future sponsorship opportunities from brands seeking to avoid controversy. Furthermore, taking a public stance could create friction among teammates and coaches who may hold different views.
Instances of political activism among college athletes do exist; for example, a kicker from Texas Tech recently expressed his support for former President Donald Trump during a game, while a group of Nebraska athletes collaborated on a campaign ad opposing an abortion-related measure on the ballot. Despite these examples, such activism remains relatively uncommon.
“It can be perceived as a risky endeavor, prompting some to advise against taking that chance since they’re still establishing their careers,” commented Lauren Walsh, who founded a sports branding agency 15 years ago. She pointed out that athletes often have much to lose, including their reputations and those of their families.
In contrast, college coaches have occasionally been more forthcoming with their opinions. For example, Auburn’s men’s basketball coach Bruce Pearl has publicly shared his lack of support for Kamala Harris, while Oklahoma State football coach Mike Gundy generated headlines due to a conflict involving a player who wore a shirt featuring a right-wing news outlet.
Blake Lawrence, co-founder of the NIL platform Opendorse, observed that this year’s upcoming presidential election marks the first election cycle since the NIL regulations began in July 2021. He noted that while student-athletes are keen to encourage voter registration and turnout among the younger demographic, they tend to shy away from openly endorsing specific candidates or partisan causes.
Two years ago, Dresser Winn, a quarterback at Tennessee-Martin, became notable for indicating his support for a candidate in a local district attorney general race, which experts described as one of the first political NIL endorsements by a college athlete. Since then, very few similar instances have surfaced.
The backlash athletes often face for voicing political opinions can be severe. Kaepernick, the former San Francisco 49ers quarterback, hasn’t played in the NFL since January 2017, shortly after his protests during the national anthem began. Walsh remarked that established athletes like James and Nneka Ogwumike, who serve as influential voices, can afford to take risks knowing they have a loyal following, despite the criticism they might attract.
This election cycle, many college athletes are choosing to engage with the political process non-partisanly, focusing instead on raising awareness about civic duties without aligning with specific political candidates. Organizations like NextGen America and The Team are spearheading efforts in battleground states like Arizona and Michigan to resonate with younger voters.
Recognizing the importance of mobilizing young voters, several Nebraska athletes appeared in an advertisement advocating for initiatives related to abortion laws. The athletes endorsed Initiative 434, which proposes constitutional amendments to restrict abortions after the first trimester, albeit with certain exceptions. Notably, star player Jordy Bahl reassured followers via social media that the athletes did not receive any compensation for their involvement.
A spokesperson for the University of Montana disclosed that two athletes originally expressed interest in the NIL deal supporting Senator Tester, but one ultimately backed out, and the other declined to provide further comments. Meskers highlighted the value of using their platforms as student-athletes to promote civic engagement, even while maintaining that she preferred to keep political endorsements separate from sports.
“I believe student-athletes have a significant voice and platform,” she stated. “Encouraging people to fulfill their civic duties and vote is a wonderful initiative.”