You need to use DataList.ItemDataBound
event to set the values for Hyperlink. Check out details about ItemDataBound at the below Url:
Your code will look like below:
void Item_Bound(Object sender, DataListItemEventArgs e)
{
if (e.Item.ItemType == ListItemType.Item ||
e.Item.ItemType == ListItemType.AlternatingItem)
{
// You can check for null here using e.Item.DataItem
Hyperlink NameHyperLink = (HyperLink)e.Item.FindControl("NameHyperLink");
NamedHyperLink.NavigateUrl = //Your code goes here..
}
}