This Year's NIL Playbook: What Athletes Want from Brands, Universities, and Advisors
The big picture
Our year-end survey of 1,061 student-athletes reveals student-athletes' frustrations: 58% said at least one deal "didn't deliver what was promised." 59% earned less than expected. 44% want to do less NIL this year.
[This is also the kind of info we cover in the NIL Leadership Program, helping university leaders, brand marketers, and service providers move beyond surface metrics. Go to NIL Leadership Program to see the guest speaker lineup and details.]
Here's what each stakeholder can improve in 2026.
For brands
Simplify everything. Athletes ranked "simple requirements" (44%) above "fair compensation" (38%) when explaining their best deal. Complex activations aren't worth the friction.
Think long-term. 65% of athletes prefer ongoing partnerships over one-off deals. This aligns with their desire for fewer, better relationships.
Go direct. Athletes report higher satisfaction with direct brand deals. The best deals came from direct brand outreach (35%) and platforms (30%)—not middlemen.
For universities
Teach what's missing. Athletes wish they'd understood contract negotiation (58%), time commitment reality (51%), and how to decline professionally (44%) before their first deal.
Fix the tax gap. 51% of athletes earning $5K+ faced unexpected tax situations. Basic financial literacy isn't optional anymore.
Make sure athletes know resources exist. Only 40-50% of athletes actually used school NIL resources. The top barrier? "Didn't know they existed." Visibility is half the battle.
For service providers
Top red flags they now recognize: vague deliverables (50%), no payment timeline (45%), and pressure to decide fast (40%). Service providers who create clarity will win.
Agents: Curate, don't accumulate. 47% wish they'd done fewer deals. Volume-based commissions don't serve athletes—quality over quantity wins loyalty.
Attorneys: Educate before the first deal. 58% wish they'd understood contracts earlier. Offer workshops, not just billable review hours.
Financial Advisors: Set realistic expectations. 59% earned less than expected. Help athletes budget conservatively for inconsistent income.
The bottom line
Athletes are telling us exactly what they need: fewer deals, simpler terms, responsive partners, and better preparation. The 2026 opportunity isn't finding more athletes—it's serving them better.
Want to go deeper? The NIL Leadership Program starts Jan 28 and is a 6-week executive intensive for university leaders, brand marketers, and professional service providers navigating NIL strategy. 👉 Apply here
About Bill Carter
Bill has advised brands on Name, Image, Likeness for 25 years—first in pro sports, now at the college level. He was the Co-Founder of the Gen Z sports agency Fuse, which he sold in 2019. In 2020, he founded Student-Athlete Insights and consults on NIL strategy with Fortune 500 companies and 30+ DI universities. Read more about Student-Athlete Insights.
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