How to Get NIL Deals as a College Athlete
By Kayle Bearson
Fall 2025
As an incoming freshman to a D3 college wrestling program, I always had the stress of having to perform at work, school, and in the practice room. I originally thought there were no opportunities for college athletes to make money from their talents, unless they had a large social media following or were hyper successful in their sport. Then, a teammate of mine introduced me to and gave me a crash course on what NIL means for college athletes of any caliber and how they can benefit from NIL deals in many more ways than just a discount code or a free T-shirt because you gave the company a shoutout on social media. I now work closely with an NIL company, MyPlayerAthlete, as a sales rep (recruiter) to help introduce fellow athletes who were once in the same position I was, because we all know that our hard work shouldn’t go unnoticed. Through all of these experiences, I have gained a large amount of knowledge within the NIL world and will share with you how to NIL as a college athlete.
What Does NIL Mean?
NIL is represented by three elements: Name, image, and likeness, which allows the right for college athletes to profit from their personal brand. It is the three elements within NIL of an athlete that make them marketable to corporations and supporters. Under the NCAA’s interim policy of 2021, it now allows athletes to earn money on the use of their NIL by means of endorsements, sponsorship, appearances, and the sale of products with their brand. Before this policy adjustment by the NCAA, student-athletes were not allowed the ability to get any payment associated with their athletic status, even when the prizes did not correlate with their respective sport. A college athlete could not be contracted to feature in a local company advertisement or receive any incentives from social media in the case that the athlete's popularity was based on his or her sporting character. The new rule amendment of NIL acknowledges that college athletes are also entrepreneurs and well-known personalities who can monetize their image and still be eligible to play, according to Investopedia.
The NIL notion does not exist in the domain of only big-time programs or career opportunities. The National Association of Intercollegiate Athletics (NAIA) is, in fact, the first collegiate governing organization to permit NIL deals before the approval of the NCAA. This opportunity that NAIA offered to its student-athletes as early as 2020 was aimed at the pursuit of sponsorships and personal brand development (NAIA, 2023). This early implementation by smaller institutions is another indication that NIL is concerned with fairness and opportunity in all of its divisions, not just major programs like the NCAA.
This is a new NIL landscape and is a representation of a larger cultural change in the field of sports, in which athletes are treated as people with transferable skills and personalities outside the sport. According to ESPN, NIL deals have changed the nature of college sports by allowing active student-athletes to enjoy the fruits of their labor and talent just like artists or influencers in any other category of business. This development has made college athletics a less discriminatory and more entrepreneurial culture that encourages hard work, innovation, and self-marketing outside of their teams. Grant Zamin, (North Central College men's wrestling head coach) says, “The opportunities to make money playing a college sport are so very different from when I wrestled in college, not everybody has to be the broke college student… kids are making money or even making a living playing sports in college.”
Why Should I Get NIL Deals?
College athletes should consider getting NIL deals due to a variety of reasons. To begin with, NIL is a place of financial empowerment. While competing in wrestling, I know that balancing recovery, extra workouts, practice, and school is already the equivalent of working two full-time jobs. There are a great number of other student-athletes who also understand this struggle and spend several hours on training, recovery, traveling, and competing, on top of school. It’s because of this that they are usually unable to fit the time in for what could be considered a third job to receive external income. NIL provides them with an avenue to capitalize on their power and talents, giving them financial freedom while enrolled at an institution. In addition to the monetary component, NIL deals are a great experience in real life. IMG Academy points out, NIL partnership management offers athletes fundamental skills in the form of negotiation of contracts, marketing, time management, and financial literacy. These experiences help them get ready to live life after sports, whether they become professionals in their desired sport, venture into a business, or even join the workforce. Knowing how to project and market oneself in the workplace is a bonus in any profession.
The second significant advantage is that it is now possible to create a personal brand. By engaging in NIL deals, athletes are able to establish a communal identity that is consistent with their values, passions, and community participation. An example of this is a student-athlete who is an avid nutritionist who can collaborate with a local brand in health food, or a student who values education and may advertise tutoring services. When interviewed, Christian (Chip) Guzman, (North Central student and wrestling team captain) mentioned how his hard work and dedication rewarded him with more than just accolades as a direct reflection of his accomplishments… he was able to pair with highly reputable companies like Thorne Nutrition and MyPlayerAthlete to obtain brand deals and sponsorships.” Such sponsorships and brand deals with such reputable companies would have never been possible had the NCAA not changed its regulations. The NIL Resource Center advises athletes to choose brand partnerships that are authentic to their real image since the authenticity will result in better audience engagement and lasting impact. NIL income is also perceived by financial experts as a basis for future success. According to Morgan Stanley, with NIL, athletes who have a strategic approach can use their revenue to save, fund their education, or start an entrepreneurial project. The strategy is not spending on a short-term basis, but on long-term growth of their public image. The diligent use of NIL income can also help athletes know how to use, leverage, and negotiate bigger professional contracts in the future.
Lastly, NIL offers a feeling of ownership. Athletes have finally been able to control their image and their voice, rather than just being another number within a program or a team. NIL deals enable them to act with causes they believe in, to interact with their local communities, and to be role models to the younger athletes. In this regard, NIL is not simply a matter of money; it is also a matter of empowerment and representation. Zamin mentions, “I really strive to ensure our guys are making a good impression on themselves in person and on social media. Anything on the internet is there forever.”
Athletes have finally been able to control their image and their voice, rather than just being another number within a program or a team. NIL deals enable them to act with causes they believe in, to interact with their local communities, and to be role models to the younger athletes.
How to Get NIL Deals?
The process of getting NIL deals starts with knowing what you are and what you represent. According to NIL Network, the athletes are encouraged to determine their main values and strengths, which can be leadership, perseverance, humor, or community engagement, and develop a brand based on those skills. The partnerships in NIL require authenticity to be successful. Sponsors are seeking athletes who can truly relate with their followers, and not necessarily those who have a huge following. Kyla Smitana, (social media and brand coordinator at MyPlayerAthlete) says, “MyPlayerAthlete doesn’t just take the schools logo and throw your name and number on the back… we make custom graphics with the emphasis on showcasing and growing the athlete themself.” According to IMG Academy (2024), professional athletes need to keep active and professional accounts on social media where they post regularly and interact with their followers. Guzman also mentioned how he obtained his brand deal with Thorne Nutrition through a shoutout by mentioning them on his Instagram story. He said, “All I did was tag them in an Instagram post because I loved their quality products. They then slid into my DM’s later that day, and the rest is now history.”
Clean and regular content like Guzman’s aids in drawing in sponsors who desire to be associated with reliable people in society. Whether it’s local small brands or large international corporations, they like to invest in authenticity and personality more than the number of followers. It is also important to understand the legal and compliance issues. According to Saul Ewing LLP, the NIL legislation has not been unified across every state or school, which implies that athletes have to comply with both the institutional and the state-specific NIL. Certain schools have requirements that all deals be reported to compliance departments, while others can restrict the nature of endorsements to be conducted. Any noncompliance may result in the loss of eligibility. The athletes must communicate with the compliance office of their school or an attorney before reaching a contract in order to make the deal legitimate and clear. According to the NIL Resource Center (2024), athletes should not accept deals that are inconsistent with university sponsorship or NCAA rules. For example, a beverage company sponsored by the school may not allow an athlete to advertise a different brand. It is important to read and comprehend the terms of the contract so as not to get tied down in a year-long contract of terms that may limit chances in the future. The services listed below are able to ensure compliance, handle payments, and simplify reporting to help ensure the process is easier for first-time participants of NIL deals.
The NIL platforms are also safe to help athletes connect with brands.
When to Obtain NIL Deals
A very important component of NIL success is timing. According to ESPN (2024), the majority of athletes can start getting deals once they have made their names recognizable due to sporting success or fame and other reasons. IMG Academy (2024) notes, though, that there is no need to wait until you become necessarily famous. Although this is not true of incoming freshmen or smaller schools, minorities can still create a personal brand ahead of time before they enter campus.
Early entry gives a competitive advantage. When the athlete becomes known in the field, their brand image and reputation are in place. This is what prepares them to get sponsors faster and better deals. Athletes are supposed to consider NIL a long-term process and not a one-time event. The sooner they start planning, the more control they will have on their image and opportunities during their college career.
Seasonal timing also should be noted. Some of these deals are more likely to occur during high-profile sporting seasons or local events. As an example, a football player may receive more offers of sponsorship in the fall, whereas a track athlete may have an opportunity to pressure in the spring. These cycles can be used to guide an athlete to be at the right place at the right time. You’ll essentially want to prospect your potential and preferred deals and sponsorships leading up to your sports season. Then use the leverage of your sports seasons to obtain those deals.
Where to Get NIL Deals
Understanding the places to find NIL deals is important. According to NIL Network (2024), internal NIL marketplaces have become common in many universities and external agencies that pair athletes and businesses. Such sites make it easy because they make sure that they meet school and NCAA regulations.
Athletes are also able to negotiate deals on their own by making contacts with local businesses. Small companies tend to engage the local athletes as they are the spirit of the community. A local restaurant, as an example, could sponsor one of their meals, or a community gym could cover promotional posts of one of their athletes. Lyda Group (2024) recommends developing a basic online portfolio, which entails social media analytics, data on audience profiles, community service involvement, and sports success. This portfolio demonstrates to potential partners how you can assist them in their brand.
NIL platforms like Opendorse and INFLCR have also become a necessity in easing partnerships that now occur online. Through such programs, the athletes can safely communicate, have contracts, and make payments without violating NCAA regulations (Investopedia, 2024). A lot of schools also provide free usage of these systems. In the case of NAIA athletes, NIL opportunities are even more fruitful. According to the NAIA (2023), fewer commercial transactions are limited to the sphere of student-athletes, who can now explore a wide variety of sponsorships and personal business opportunities. This is the reason why NIL is especially useful to smaller sporting institutions.
Athletes must also look to network with alumni, local entrepreneurs, and community officials. Most alumni are keen on sponsoring athletes at their alma mater and are able to provide contacts to potential sponsors. Good NIL partnerships can be a result of networking events, volunteering in the community, DMing, and even LinkedIn contacts.
The recommendations provided by Saul Ewing LLP (2024) include the idea that athletes should keep the correct financial records and report all the NIL income to pay taxes and comply with the regulations. This is not only a guarantee of transparency, but it also shows that you are a professional, which means that sponsors are more likely to keep dealing with you in the future. From my experience, A good, reliable company worth pairing with if you are on a team in ANY division and any sport is MyPlayerAthlete. They are a Chicago-based NIL company focused on making specialized merchandise with all college athletes and youth teams in order to help them grow their presence on social media and earn them some money. Smitana says, “MyPlayerAthlete is a custom merchandise company that pairs with athletes and not schools in order to take out the middle man and focus on growing the athlete’s brand itself.”
Main Things to Consider for NIL
The development of NIL has resulted in a whole new avenue that allows college athletes to see their worth, own their own brand, and capitalize on opportunities that can be considered far bigger than their sport. No matter the level of competition in the Division I, small D3, or NAIA program, all athletics can now make their hard work, personality, and presence in the community worth something more than just trophies and accolades. The successes of NIL are not related to fame or the number of followers. It stems from knowing yourself, representing yourself, and maintaining compliance. It also means being open to associating with the individuals and businesses that make sense to your ambitions. The greater the degree that athletes understand how to take NIL with purpose and authority, the more power they possess over their future, financially, career-wise, and personally. Now, having the necessary knowledge and resources, go be the college athlete that enters this new world and makes NIL a strong tool to promote your brand and open the doors that were closed to you previously. As the President of Jigsaw Medical, Geof Clippert once said, “Be a been, not a could have been.”
Kayle Bearson is a student-athlete at North Central College, where he competes in wrestling at the D3 level while pursuing a bachelor’s degree in Business Management with a minor in Marketing. Passionate about sales and leadership, Kayle previously gained hands-on experience as a Sales Representative intern at Jigsaw Medical, where he honed his skills in client relations and business strategy. Known for his virtuous dedication on and off the mat, he balances rigorous athletic training with academic excellence. Kayle combines a competitive spirit with a practical approach to business, aiming to make a meaningful impact in both the professional and athletic arenas by taking the road less traveled.