How Can I Get a NIL Deal?
A Step-by-Step Guide for Student-Athletes
Thanks to new state laws and the NCAA policy changes, student-athletes now have the right to earn from their NIL (Name, Image, and Likeness). But with this new opportunity comes many questions, such as “How can I get a NIL deal?”; At Dub Sports & Entertainment, we understand the confusion and uncertainty around NIL, which is why we created our blog “What is a NIL deal?” to provide all the information you need to know about this new law. Learn what NIL is, who it impacts, and gain valuable advice on how to land your first NIL deal.
Some student-athletes are earning millions of dollars per year thanks to the new NIL law. For example, have you heard about Haley and Hanna Cavinder, twin sisters and basketball players, who were the first college athletes to sign a deal with Boost Mobile? Since then, they have signed various, lucrative partnerships.
ON A BILLBOARD IN TIME SQUARE 😭 WHAT IS LIFE… blessed❤️ pic.twitter.com/ZyA4Uim5zB
— Hanna Cavinder (@CavinderHanna) July 1, 2021
Do you want to land your first NIL deal but don’t know where to begin? Take these 5 crucial steps to increase your chances of getting partnerships and securing a profitable future. Read on to find out!
Quick Steps: How to Get Your First NIL Deal
Here’s a snapshot of what you need to do to land your first NIL partnership:
1. Build Your Personal Brand: Define Your How, What, Why, and Who
Before creating your personal brand, you'll need to ask yourself some questions. What makes you stand out from the rest? Is your personal brand unique and recognizable? How can you define yourself off the field, and what are your how, what, why, and who? You need to start thinking about how you're planning to use your platform. Make sure to positively promote yourself and the brand that you're interested in. And most importantly: be authentic and be yourself.
We all have a reason why we do what we do. Why do you put so much effort and time into perfecting your craft, and playing sports at a high level? Why are you so motivated and passionate about your sport? The brands you would like to work with should be the ones whose values and morals align with yours. How you define your 'why' will determine why you are the way you are and why you do what you do. Finally, make sure to define who you are. Keep your priorities straight; you are a student-athlete, but also understand your personal brand as a whole, the brand that exists both on and off the field.
2. Optimize Your Social Media for NIL Partnerships
Social media can become a huge income source for college athletes. Most of them already have an enormous amount of followers. Now, they can finally make some money with, for example, paid endorsements or ads on their YouTube pages. College athletes now have endless opportunities, and these opportunities are not only for the star players. It mostly depends on what kind of person they are and how much work they are willing to put into it.
It's important for brands to find you and to let them know you are open to opportunities. Also, make sure to consistently post content on your social media. Brands are looking at different things when evaluating with whom they would like to collaborate. They may look at post frequency, amount of followers, and engagement. By posting content consistently, it will also make it easier to increase your amount of followers. Make sure to post high-quality content, and to share content that matches who you are and what is important to you. Tell people what you are interested in and what motivates you. Also, you should not be afraid to show who you are outside of your sport. Remember that you don't need 10K followers to make money. Sometimes smaller audiences are more valuable. Don't be afraid to ask and put yourself out there. When reaching out to a brand, include a short introduction about who you are, why you align with their values, your current engagement rate, and a link to your media kit or recent content so they can quickly evaluate the opportunity.
3. Research NIL Laws in Your State and School
Student-athletes and brands are currently navigating the uncharted territory of NIL, trying to determine the permissible actions and restrictions. For now, the NCAA states athletes should follow the NIL rules in place in their states, leaving it to their schools to police the activity. In states without a NIL law, athletes don't have to worry about their eligibility. Schools located in a state without a NIL law are responsible for making and enforcing their own policy.
Athletes can't accept any type of deal, as schools have restricted certain classes of companies such as tobacco and alcohol. Additionally, exclusive partners of the college may prevent students from signing deals. Also, don't take deals just to take them. If you accept one deal, it's crucial to be aware that it could potentially result in losing out on other lucrative offers. Certain contracts might contain exclusivity clauses, which prohibit athletes from promoting similar products or services from competing brands. It's essential to carefully consider all potential contracts and ensure that the terms align with your long-term goals before accepting any deal.
Important: NIL deals are considered 1099 income and may have tax implications. Earnings from brand partnerships should be reported as self-employment income. While you don't need a tax attorney to get started, it's worth being aware of this as you begin generating NIL revenue. Pay-for-play remains prohibited. NIL compensation must be for genuine marketing activities, not simply for athletic performance or enrollment decisions.
4. Connect With Your Athletic Director and Explore NIL Platforms
When athletes enter into an NIL agreement, it's crucial to maintain open communication with their athletic director and school administration. Athletes should immediately inform them about any potential deals they have secured, including details on the specific brands or products involved.
This step is essential to ensure that the school can confirm whether the brand or product is included in any restricted classes or conflicts with any exclusive sponsors. Failure to do so could result in serious consequences, including loss of scholarships or eligibility to compete. By working together with school officials and being transparent about NIL deals, athletes can help ensure compliance with school policies and avoid potential conflicts that could harm their careers.
Also, start looking for platforms that connect athletes, celebrities, and social influencers with brands. Playbooked is an online platform that athletes and their parents use to connect to NIL opportunities. If you're a student-athlete looking to work with brands, you can find their information on the platform. Learn about their product, values, and messaging. If it aligns, seal the deal.
5. Get a Lawyer or Agent to Assist With NIL Negotiations
Never sign a contract that you don't fully understand. Make sure to work with a professional you can trust who is able to review your deals. Your deals should not only be beneficial to yourself, but also compliant with your school's policy.
Top NIL Marketplaces to Explore
There are many NIL marketplaces where brands and athletes can connect. Each marketplace works a little differently. They might focus on different types of deals or athletes, but there are many similarities. Brands typically browse the marketplace, identify athletes of interest, make a proposal, and if both parties agree, a contract is formed. Here are a few established platforms to know:
- Opendorse — One of the most widely used NIL platforms, Opendorse helps athletes monetize their social media by connecting them with brand campaigns and facilitating compliant deal-making.
- INFLCR — Built with college athletes in mind, INFLCR (now part of Teamworks) offers tools for content creation, compliance tracking, and brand partnerships.
- NIL Network — A resource hub and marketplace that aggregates NIL deals, educational content, and platform comparisons to help athletes make informed decisions. Learn more about the top NIL marketplaces at NIL Network.
Understanding NIL Collectives: A Modern Opportunity for College Athletes
One of the most significant developments in the NIL landscape is the rise of NIL Collectives. These are independently organized groups typically made up of boosters, alumni, and local businesses. They pool funds to create NIL opportunities for athletes at a specific school.
NIL Collectives are not run by universities themselves, which allows them to operate with more flexibility. They may offer athletes compensation for community appearances, content creation, speaking engagements, or other promotional activities. While collectives vary widely in structure and focus, they have become an increasingly important pathway for athletes to earn NIL income, especially those in non-revenue sports.
If you’re a student-athlete, it’s worth researching whether a NIL Collective exists at your school and understanding what opportunities they may offer. As always, disclose any collective engagement to your athletic department.
Frequently Asked Questions
Do you need a lot of followers to get a NIL deal?
Not at all. While a large following helps, brands also value engagement rate, niche audiences, and authenticity. Micro-influencers with highly engaged, targeted audiences can be just as attractive to the right brand. Focus on quality content and genuine connection with your audience.
Can high school athletes get NIL deals?
It depends on your state. Several states have passed laws allowing high school athletes to profit from their NIL, while others have not. Check with your state's high school athletic association and your school administration before pursuing any deals.
Do NIL deals affect scholarships?
No, under current NCAA rules, a properly disclosed NIL deal cannot be used as a reason to revoke an athletic scholarship. However, always be transparent with your athletic department and ensure deals don't conflict with your school's policies or sponsorship agreements.
Do I need an agent for NIL deals?
You don't necessarily need a full agent, but professional guidance is always valuable. A sports attorney, a trusted advisor, or a campus compliance officer can help you review contracts and protect your interests, especially for your first few deals.
As we all know, sports is a multi-billion-dollar industry. Make sure to have an honest advocate in your corner. Not every athlete needs a full-time sports agent, a sports attorney who reviews contracts on a per-deal basis can be a smart starting point. To find out what may be best for you when it comes to representation, read our blog, “Sports Agents, Lawyers, or Self-Representation: Pros & Cons” for more information to help you make the best decision.
Ready to Take the Next Step in Your NIL Journey?
At Dub Sports & Entertainment, we’re here to help student-athletes navigate the NIL landscape with confidence. Whether you’re just starting out or ready to negotiate your next deal, our team is ready to guide you. Contact us today and let’s get to work. And if this article helped you, please share it with a fellow student-athlete who needs it!
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