NIL RULING & Purpose Deficit Disorders? (PDD)
Donald Jenkins, MPDC
CEO | Master Purpose Development?? Coach | 2X TEDx Speaker: I help professionals turn jobs into a favorable opportunity
With the passing of the NIL Ruling on July 1st, 2021, many athletic directors and coaches found themselves balancing amateurism and brand management.
Some colleges had to launch programs to educate the next generation of student athletes on building a successful brand overnight. This new breed of athletes wants to know if the school or club can help them gain more playing time to build their brand, and if they are not satisfied at the collegiate level, they will exercise the transfer portal option.
To further complicate matters, NIL companies sprouted overnight to represent the brands who desire to leverage sports for more visibility.
At the same time, high profile athletes are speaking out about their struggles with mental health. It is like the sports world said that the pressure to win isn’t enough without the pressure for managing brands. As a result, student athletes are headed down a dark road where mental health is sacrificed for the sake of winning and brand visibility.
Unfortunately, most schools and athletic clubs are clueless on the growing threat of Purpose Deficit Disorders? (PDD), which adds to the stress of student athletes. Athletic directors, coaches, and brands demand the best without taking into account how PDD undermines the best performance between and outside the lines.
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PDD is an unseen enemy that works to undermine the daily decisions of student athletes. Many coaches provide great advice, but they do not know that where advice leaves off, Purpose Development? must take over to help student athletes practice better mental health to perform between and outside the lines.
The presence of PDD is in every athletic program. While the focus is on winning and brand management, coaches and athletic directors can no longer ignore the influence of PDD in athletics. The future of sports must include tools for athletic performance, brand management strategies, and a resource for reversing the effects of PDD.
Without resources for reversing the effects of PDD, student athletes will reach the end of their career with memories of wins and losses and poor mental health to find a life outside of sports.
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