Carolyn Adkerson: Race and Gender Equity in College Athletics

Doctor of Business Administration Executive Program, FOX

Carolyn is a third-year Doctorate of Business Administration (DBA) candidate at Temple University’s Fox School of Business. Carolyn’s research examines how collegiate women athletes navigate Name, Image, and Likeness (NIL) opportunities. Her research began with interviewing athletes themselves, and her emerging insights led her to interview their support systems as well, including athletic directors, coaches, and family members of the athletes.

This interview has been edited for length and clarity.

What led you to pursue your doctorate at Temple University?

I’ve always had this intrinsic desire to attain a terminal degree. I considered the opportunity back in 2014 when I was graduating from Vanderbilt University’s Owen Graduate School of Management. I looked into Temple’s program but didn’t feel like I was quite ready or qualified for it at the time. I also thought about getting a PhD, but it didn’t quite align with my career goals. So, I focused on my business career instead. I started in IT consulting, working with an India-based company, and got to live in India for three months. Eventually, I hit a ceiling and decided to pivot, seizing the opportunity to start my own business—227 Advantage, a business development consulting firm supporting Black-owned and woman-owned businesses. No longer being in the corporate space gave me the flexibility to pursue a terminal degree. When I revisited Temple’s program, I immediately felt it was the right fit and have been in love with it ever since.

What is the focus of your DBA, and how has your research evolved?

I came to Temple originally wanting to explore entrepreneurship through a race or gender lens. As a former athlete—having played basketball at Spelman College—my research interests shifted when the NCAA passed the NIL (Name, Image, and Likeness) legislation. It was like a researcher’s dream, and it allowed me to explore the entrepreneurial side of student-athletes, particularly how they could now make money off their name, image, and likeness. My research bridges entrepreneurship with the new opportunities and challenges that student-athletes, especially women and other underrepresented athletes, face in the NIL era. The entrepreneurial aspects of managing one’s personal brand, especially for athletes who were previously unable to profit in this way, became a core part of what I study.

What impact do you hope your research will have in the field of entrepreneurship and beyond? 

I’m really hoping my work will contribute to more equitable opportunities for women in sports. Historically, there’s been a huge gender disparity in compensation between men’s and women’s sports. NIL presents an opportunity to bridge that gap, but it’s still unclear how much of an impact it will have. I’d like my research to help shape policies and business strategies that support women athletes and empower them to grow their personal brands. For example, my first study yielded great insights into the importance of branding and social support networks for women athletes. I’ve studied prominent examples like Caitlin Clark and Angel Reese, who’ve built strong personal brands through NIL. Their visibility has not only elevated their individual careers but also contributed to the growth of women’s sports in general. We’re seeing record-breaking numbers in women’s March Madness, and that’s starting to translate to the WNBA as well.

Can you explain some of the challenges that your research is addressing?

The big challenge is that NIL is still so new. No one really knows all of its implications yet, especially when it comes to women athletes. In the past, institutions like the NCAA restricted student-athletes from making money off their name, image, and likeness to preserve the idea of amateurism. Now, that’s changed, and athletes can partner directly with brands to promote products, appear at events, or use their social media influence. But a lot of the early NIL conversation has focused on the huge deals male athletes are getting. My research seeks to uncover what it’s like for women athletes navigating this space. Through 22 interviews with female athletes, I’m exploring the unique challenges and opportunities they face. It’s a very exploratory, qualitative approach, and I’m excited to see how their experiences can inform future strategies.

What advice would you give to a potential graduate student?

I would say, keep the “main thing” the main thing. It’s easy to get overwhelmed or burnt out when you’re juggling so many things—research, work, personal life—but it’s important to remember why you started and stay focused on your goals. This is just a season, and you’ll get through it. I’ve had to learn how to prioritize what’s important and make sacrifices where needed, especially with running my business and balancing my personal life. It’s not always easy, but having a clear sense of purpose and sticking to that helps you stay grounded. For me, it’s about remembering that this doctoral journey is temporary, and in the end, it’ll be worth it when I can apply what I’ve learned to make a meaningful impact.