The Science of NIL: Using Psychology to Unlock Athlete Value

We’ve all heard of Name, Image, and Likeness (NIL), but the conversation is changing. It’s no longer just about who has the most followers on Instagram—it’s about who has the most sustainable brand DNA.In this episode of the SEEN Saturday Series, Kathrine Nero sits down with Stephen Bienko, a former D1 multi-sport athlete turned tech-driven entrepreneur. Stephen is the CEO of 42U, a New Jersey-based organization that is revolutionizing how collegiate athletic departments build rosters and how student-athletes prepare for life. Using patented psychological testing, 42U helps athletes identify their core strengths to become elite brand ambassadors for their schools and NIL partners. We explore how 42U has already unlocked over $3 million in value for the BIG 10 and Rutgers, and why "the psychological profile" is the next frontier of the athlete-brand partnership.