NIL partnerships are good for business

Not long ago, athletes who signed scholarships to play college sports handed their rights to their name, image and likeness (NIL) to the NCAA. Thanks to state interventions, athletes today can profit from off-the-field projects.

Early NIL rights intended for athletes to freely earn and learn from business partnerships. However, without a uniform policy, it was complicated from the start. Collectives emerged, and one model began to resemble pay-for-play, even outside popular sports like basketball and football. It’s not unusual to view true NIL projects differently than collective deals.

Today, NIL operates with patchwork policies that vary by school and state. National guidelines still don’t exist, and international students face major restrictions.

NIL is good for growth 

Despite its discombobulation, NIL benefits businesses and athletes. When agreements are vetted and signed (always have an attorney review NIL proposals and work with a credentialed agent before you sign), publicity becomes the best way to promote what you sell. There are stories to tell, and that means opportunities for everyone.

Here's how:

1. Earn media coverage
   When reporters cover your business and NIL partnership, it boosts your brand’s credibility by presenting your story with a public source. Referred to as earned media because you “earned” the opportunity for a third party to tell your story and didn’t buy the space in which it appears, coverage reinforces your spot in the sports scene.

2. Repetition boosts publicity
   One rule of publicity is simple: repeat your message throughout your media mentions so people remember it. Work with your athlete-NIL partner to share taglines or remix your message to reach new audiences.

3. Social media builds brand trust
   True social media—genuine posts from real people—builds brand trust. Including athletes in constructive posts and inviting them to engage with fans helps your business earn respect and attention.

4. Storytelling sells
   Bolster your business’s story by hiring an NIL athlete to highlight shared values or causes. This suggests to your customers that your partnership means more than a monetary transaction.

5. Common interests lead to collaborative communities
   Businesses that build communities earn loyal fans. Whether your reach is local or stretches beyond state lines, building community ties with athletes and schools strengthens fan bases. Adding an NIL partnership to the mix makes people feel like they belong to something bigger.

6. Publicity with staying power
   Well-publicized NIL projects last longer than a single event because they keep your business and athlete collaboration in the public eye. This approach gives you time to grow your partnership, then repurpose it across campaigns. 

Doing all these things may seem daunting, but they don’t have to be. I’d love to speak with you about how you can get involved with young athletes in your area. You both benefit. Shoot me an email and let’s chat!  

© 2024 Gail Sideman, NILPublicity.com; gpublicity.com

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