Accept NIL deals that reflect your personality and values

In media news, ESPN has snagged the rights to TNT’s popular Inside the NBA studio show. Beginning next season, Ernie Johnson, Shaquille O’Neal*, Kenny Smith and Charles Barkley can be seen on ABC’s and ESPN’s airwaves, which also ushers in a new NBA media rights deal.

Anyone outside of this deal might ask, yeah, so …?

One of the hardest things for athletes – especially when they’re not used to working with media or caring about their brand – is how to publicize themselves. Sure, you can keep it real with teammates and friends, but some people in my lane (PR, publicity) suggest flipping a switch so businesses want to sign you to NIL deals. While there are things you can do to get better known, I disagree with telling someone not to be themselves to get a job.

Whether you’re trying to land an NIL sponsorship or make new friends, you be you. It does no one any good to pretend to be someone you’re not. If a business offers you money to promote something you stand against, a simple, “no, thank you” will do. There are others you’ll feel better about working with.

The NBA on TNT has forever been unscripted, and producers encourage the guys to have fun and be themselves. When the show moves to ESPN, I hope it keeps the same free-flowing, conversational and goofy vibe viewers love today. If not, the brand breaks.

What works for another sports property works for you, too. If it’s not good for a studio show as in this case, it’s not good for you either. You be you, and you’ll value what you earn. You won’t dread the job. What you will earn is respect.

*Shaq reportedly doesn’t have a signed contract beyond the 2024 season.

© 2024 Gail Sideman • NIL Publicity • gpublicity.com 

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