Hey athletes -- you can score NIL deals even if you hate social media

Some social media users have had enough. Of vitriol, propaganda, fake outrage and AI-generated blah. That includes Gen Z, which makes up most high school and college athletes.

An aversion to social media might make landing name, image and likeness (NIL) deals tricky. Social is one of the top tools businesses and athletes use to publicize their partnerships.

But what if you’re an athlete who hates posting or reading cringe comments on Instagram, Facebook, TikTok, Twitter, etc.?

You have options (phew). You can still provide value to NIL business partners without diving deep into social media.

That’s part of why National NIL Day exists—to remind athletes and businesses that NIL success isn’t one-size-fits-all. Social is useful, but it’s not your only option.

Let’s talk about alternatives.

How can you get a deal and publicize a business, without drowning in DMs and doomscrolling?

Networking and word-of-mouth — Tap teammates, coaches, family friends and alumni who can help spread the word. Personal recommendations still matter, especially in local communities.

College or school resources — Your college’s athletic department … an NIL coordinator … NIL-savvy agents and attorneys … all have business contacts, and many will help identify businesses that match your strengths. Remember, in the NIL world, 🫵🏼 you’re the boss, so if one of those tips doesn’t fit, speak up. Your time and tolerance are yours. Share as you see fit.

When you do get an opportunity that pays and excites you, alternatives to social media can be:

Community events — Join your NIL business partner to connect with fans in person. Wear company colors, show up at functions it sponsors or host a camp with the business’s logo and message posted throughout. Most importantly, people remember how you present yourself … the kindness, expertise and generosity you show when you’re out and about. It’s good for your NIL partner and good for you.

Do the write thing — Pitch a column for a local newsletter, blog or alumni magazine that’s tied to your sport or school. Bonus if it’s sponsored by your NIL business partner. It doesn’t have to be long. Just smart and specific to the audience you write for.

Create content for them to post — Record a few quick videos or voice memos about your business partner’s brand, why you relate to it and how others can benefit from it like you do. Let the business post those on its account. You don’t have to touch your socials if they make you squirm. That way, you’re feeding your NIL partner’s content chest and not stressing about your own.

A lot of businesses strike NIL deals with athletes who have thousands of engaged social media followers. I get it. Thousands of eyes absolutely help sell. But so does your credibility, connection and creativity.

Build NIL publicity and profit without stress. It might really be that simple.

© 2025 Gail Sideman, The NIL Edge, gpublicity

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