What It Takes to Land a NIL Deal

samuellfletcher
Sep 2
2 min read

Updated: Sep 6

Since the NCAA rule change in 2021, college and even high school athletes have been able to profit from their Name, Image, and Likeness (NIL). While stories of million-dollar deals make headlines, the reality is that most athletes need strategy, preparation, and consistency to secure NIL opportunities. Here’s what it really takes to receive a NIL deal:

1. Build a Strong Personal Brand

Before a brand will invest in you, they need to see what you stand for. Your personal brand is the combination of your image, story, and values.

Be consistent with your social media presence.
Share your journey: training, game-day moments, community work, and personality off the field.
Align your image with the type of companies you’d want to partner with.

Think of yourself as more than an athlete—you’re a storyteller and an influencer.

2. Grow Your Digital Presence

Brands look at your ability to influence others, and that’s often measured by social media reach and engagement.

Post regularly on platforms like Instagram, TikTok, and YouTube.
Engage with your followers—reply to comments, share stories, and interact authentically.
Quality matters: crisp photos, engaging captions, and entertaining videos will make you stand out.

Even athletes with a small following can attract local businesses if they have strong community engagement.

3. Deliver Value to Brands

NIL deals aren’t just about free gear—they’re about mutual benefit. Companies want exposure, credibility, and sales.

Ask yourself: What can I offer this brand?
Highlight your connection to a loyal fanbase, your local community, or niche audiences.
Show results: if you’ve helped promote a product or event before, use that as proof of your influence.

The best deals happen when both sides win.

4. Network and Be Proactive

Don’t wait for deals to fall into your lap. Many NIL opportunities start with outreach.

Reach out to local businesses, gyms, restaurants, and apparel companies.
Use platforms like Opendorse, MarketPryce, or Icon Source to connect with brands.
Build relationships with alumni, boosters, and business owners who support your school.

Your first NIL deal might be smaller, but it can open doors for larger opportunities later.

5. Stay Compliant and Professional

NIL deals come with rules. To keep your eligibility safe:

Understand your state and school regulations.
Always disclose contracts to your compliance department if required.
Work with professionals (agents, lawyers, or advisors) when contracts get complicated.

Professionalism now sets you apart and helps secure long-term partnerships.

6. Be Authentic

The best NIL partnerships feel natural. Fans can spot when something doesn’t fit your personality.

Partner with brands you actually use or believe in.
Be yourself in your promotions.
Remember: authenticity builds trust, and trust builds influence.

Final Thoughts

Receiving an NIL deal isn’t just about being the best athlete—it’s about being marketable, consistent, and strategic. Focus on building your personal brand, engaging with your audience, and seeking partnerships that align with who you are. With the right approach, you can turn your platform into opportunities that last beyond the game.