How to Re-Set Realistic NIL Expectations
Student-Athletes’ Understanding of NIL Is Off the Rails
For three years, NIL headlines have screamed about seven-figure NIL deals and the glitz and glamour of student-athletes signing with major brands or their NIL Collectives. Social media feeds are filled with images of athletes posing with luxury cars and promoting high-end products. It’s an intoxicating picture, but it’s also a deeply misleading one.
The reality is that this tiny percentage of student-athletes raking in massive NIL deals represents a statistical anomaly, not the norm. The vast majority of student-athletes are navigating a far more modest NIL landscape. They’re securing smaller deals, usually with local businesses, while leveraging their social media presence. These opportunities are valuable, they don’t come with the same level of financial windfall or media attention.
This distorted portrayal of NIL has created unrealistic expectations for student-athletes who believe that NIL is a golden ticket to instant wealth. Disappointment and frustration sets in (often directed at their own athletic department) when their NIL reality doesn't match the hype.
It’s time to re-set the the NIL expectations of student-athletes. And I think that starts with three steps.
#1 Giving Tough Love, With Evidence
It's time for athletic departments to offer some tough love, resetting expectations and providing a dose of truth about the NIL journey, but it need not be discouraging.
It begins with dispelling the myth of mega-deals. Athletic departments must proactively educate student-athletes about the true nature of the NIL market.
This involves presenting a data-driven picture, showcasing statistics on median NIL earnings across various sports and divisions.
By highlighting that lucrative deals are outliers, not the norm, athletes gain a more grounded perspective.
#2 Creating Personalized NIL Roadmaps
A one-size-fits-all approach to NIL expectations is unrealistic. Athletic departments should guide athletes in setting achievable goals based on a variety of factors.
The school's market size and media exposure play a role, as do the popularity and marketability of specific sports. Individual factors like an athlete's social media following, on-field performance, and personal brand also influence their NIL potential.
While it sounds impossible with limited staff and resources, I think it’s because of our approach to date and our collective lack of innovation. I know this is going to come off as a little sales-y, but I think programs like my NIL Quickstart are proving to be much more effective. Mine combines self-paced course and a "Game Plan” Workbook (plans, next steps, and templates) for all student-athletes. Then we do monthly Quickstart Group Coaching sessions (think of them as “office hours for NIL”) where student-athletes get personalized feedback.
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#3 Embedding NIL “DNA” Into the Athletic Department
By implementing a combination of strategies, athletic departments can ensure that NIL becomes an integral part of the overall culture of the athletic program. This will not only benefit current student-athletes but also attract prospects who are seeking a supportive and empowering NIL environment.
Here are a five ideas - again, each vetted by 1,000+ current student-athletes on my NIL Research Poll.
NIL Awards Ceremony: Host an annual or semesterly event to recognize student-athletes for their NIL achievements. This can include awards for creativity, community impact, entrepreneurial spirit, and overall NIL success.
"NIL Athlete of the Week/Month": Regularly highlight student-athletes who are excelling in their NIL endeavors through social media posts, website features, and announcements at games.
NIL Alumni Network: Create a network of alumni who have successfully navigated NIL during their college careers. They can serve as mentors, provide insights, and offer networking opportunities for current student-athletes.
NIL Partnerships with Academic Departments: Collaborate with business, marketing, and communications departments to offer NIL-related coursework, internships, or mentorship programs.
NIL Advisory Board: Establish an advisory board consisting of student-athletes, coaches, administrators, alumni, and local business leaders to provide guidance and support for the athletic department's NIL initiatives.
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.