The Blueprint for Building Your Institution's NIL Plan from Scratch
I consult with universities to build or improve their NIL operating plans. In this week’s NIL/edu newsletter, I’m giving you that 10-step blueprint so you can build your plan from scratch. (But still feel free to contact me for help 😉.)
While the most highly resourced institutions began putting their NIL plans in place as far back as 2021, many DI schools (and nearly all of DII, DIII, and NAIA schools) have yet to establish the building blocks of an NIL plan.
Below, I’ve taken what I know from working with universities, coaches, administrators, student-athletes, brands, and professional service providers - and created an outline that I hope allows you to “fill in the blanks” to build your own NIL operating plan.
1. Executive Summary
Clearly articulate your athletic department's NIL philosophy and goals in the Executive Summary so that the operating plan sets the stage for a strategic and purposeful approach to NIL. This foundation should guide the department's actions and decision-making as it navigates the evolving NIL landscape.
Action Steps:
Craft a mission-driven statement that highlights the unique aspects of the department's approach to NIL.
Create a concise overview of the athletic department's NIL philosophy and goals.
Highlight key sections of the operating plan.
*Pro Tip: Even though it’s the shortest section of the plan, write the Executive Summary last so that you have the benefit of thinking about all the other sections of your plan first.
2. Mission and Values
Communicate the athletic department's mission and values in its NIL operating plan to establish a strong foundation for ethical and effective NIL practices. These guiding principles should shape the department's decision-making, program development, and engagement with student-athletes, ensuring that NIL is integrated into a holistic approach to student-athlete development and success.
An example of NIL mission statement is something like this: “To provide a comprehensive and supportive environment where student-athletes can maximize their Name, Image, and Likeness (NIL) opportunities while maintaining academic excellence, athletic achievement, and personal growth. We strive to empower student-athletes with the knowledge, resources, and guidance necessary to make informed decisions about NIL, build their personal brands, and create positive social impact.”
Action Steps:
Clearly articulate the athletic department's values and commitment to NIL.
Define the department's long-term aspirations for student-athletes and their NIL activities.
Specify how all student-athletes, regardless of their sport or gender, will have equal access to NIL opportunities and resources.
3. Organizational Structure
By establishing a clear and well-defined organizational structure, a university athletic department can create a foundation for efficient and effective NIL management.
Here's a potential framework for a university athletic department:
NIL Director/Coordinator: This individual oversees all aspects of the NIL program, including policy development, education, compliance, deal facilitation, and partnerships. They report directly to the athletic director or a designated senior administrator.
Compliance Officer: This person is responsible for ensuring all NIL activities adhere to NCAA and state regulations. They monitor deals, educate student-athletes and staff, and conduct internal audits.
Marketing/Branding Specialist: This individual focuses on promoting student-athletes' NIL activities, managing the department's NIL brand, and coordinating with external partners.
NIL Consultants/NIL Educators/Legal Counsel: External advisors should be available to provide guidance and training on complex issues.
Faculty/Staff Liaisons: Faculty or staff members with expertise in relevant areas (e.g., business, marketing, law) can serve as advisors or mentors to student-athletes.
Student-Athlete Advisory Committee (SAAC): A student-athlete-led committee can provide valuable feedback on NIL policies, programs, and resources.
Action Steps:
Identify key roles and responsibilities related to NIL (e.g., NIL coordinator, compliance officer, marketing personnel, financial advisors).
Establish clear reporting structures and decision-making processes.
Consider whether a dedicated NIL department or team is necessary.
4. Education and Resources
Detail how your institution recognizes that NIL can be complex and unfamiliar territory for many student-athletes. Therefore, you will offer a robust curriculum covering financial literacy, brand building, contract negotiation, legal compliance, and more.
Describe how you will also connect student-athletes with trusted advisors and mentors who can provide personalized guidance throughout their NIL journey. By prioritizing education and support, your aim is to empower your student-athletes to thrive in the NIL era while upholding the values of your institution.
Action Steps:
Develop comprehensive NIL education programs for student-athletes, coaches, and staff.
Provide resources on financial literacy, brand building, contract negotiation, legal compliance, and more (contact me about NIL education workshops and on-demand NIL education modules.)
Partner with external experts (e.g., lawyers, financial advisors, NIL consultants/educators) to offer specialized guidance.
5. NIL Policies and Procedures
This section should outline the comprehensive policies and procedures that the athletic department will implement to ensure all NIL activities are conducted ethically and within the bounds of NCAA/NAIA, state laws, and the university’s policies.
These policies and procedures should serve as a guide for student-athletes, coaches, staff, and external partners, providing clear expectations and guidelines for permissible NIL activities, disclosure requirements, and potential restrictions. By establishing and enforcing these clear policies, the goal is to foster a thriving and sustainable NIL environment that benefits all stakeholders.
Action Steps:
Create clear and transparent policies outlining permissible NIL activities, disclosure requirements, and restrictions.
Establish procedures for reviewing and approving NIL deals.
Ensure compliance with NCAA/NAIA, state regulations, and school policies.
Read the rest of this newsletter, “The Blueprint for Building Your Institution's NIL Plan from Scratch.” Steps 6-10 include Deal Facilitation, Marketing & Branding, Compliance & Risk Management, Data Analytics, and Evaluation.
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6. Deal Facilitation and Support
A university's role in facilitating and supporting student-athletes' NIL deals will become crucial. This section should outline how the athletic department will actively empower student-athletes to maximize their NIL potential while ensuring compliance and ethical practices.
Recognizing that student-athletes have varying levels of business acumen, the department should provide comprehensive resources and guidance. This includes educational workshops on contract negotiation, financial literacy, brand building, and more. Additionally, the department should consider exploring NIL marketplaces and platforms to connect student-athletes with NIL partners.
Action Steps:
Determine the level of involvement the athletic department will have in facilitating NIL deals for student-athletes.
Consider establishing a marketplace or platform to connect student-athletes with potential partners.
Provide support services like contract review, financial guidance, and marketing assistance.
7. Marketing and Branding
Effective marketing and branding are essential for student-athletes and the athletic department alike. This section should detail how the department will leverage NIL activities to enhance the university's brand, elevate student-athlete profiles, and foster deeper connections with fans.
Detail how the athletic department will empower student-athletes to build their personal brands, providing them with the tools and resources to craft compelling narratives and engage with their audience authentically. Simultaneously, the department will develop marketing campaigns that showcase the diverse talents and achievements of our student-athletes, both on and off the field.
Action Steps:
Develop a strategy to leverage NIL for the benefit of the athletic department's brand.
Promote student-athletes' NIL activities through social media, website, and other channels.
Explore group licensing opportunities.
8. Compliance and Risk Management
In the rapidly evolving NIL landscape, ensuring compliance with NCAA and state regulations is paramount. This section should detail the comprehensive compliance and risk management program the department will implement to safeguard both student-athletes and the institution.
Recognizing the complexities and potential pitfalls of NIL activities, the department will prioritize proactive measures to mitigate risks. This includes ongoing education for student-athletes, coaches, and staff on the latest rules and regulations. The compliance team will monitor NIL deals, ensuring transparency and adherence to reporting requirements.
Action Steps:
Implement a robust compliance program to monitor and enforce NIL regulations.
Identify potential risks (e.g., conflicts of interest, exploitation) and develop mitigation strategies.
Establish a process for reporting and addressing compliance violations.
9. Data Analytics and Reporting
Data is a valuable asset for informed NIL decision-making (contact me for more info about my proprietary data from the NIL Research Poll of 5,000 college student-athletes and 1,000 high school prospects to educate the industry about Name, Image, Likeness.) This section should outline how the athletic department will leverage data analytics and reporting to measure the effectiveness of its NIL strategies, track compliance, and identify areas for improvement.
By collecting and analyzing data on NIL activities, the department will gain valuable insights into student-athlete engagement, deal trends, and revenue generation. This data-driven approach will enable us to make strategic adjustments to your NIL program, ensuring that you are maximizing opportunities for student-athletes.
Action Steps:
Track and analyze NIL data to measure the effectiveness of the department's strategies.
Generate reports on NIL activities, revenue generated, and compliance metrics.
Use data to inform future decision-making and improve NIL programs.
10. Evaluation
The ability to adapt and evolve is essential for long-term NIL success at your institution. This section should detail how the athletic department will continually evaluate and refine its NIL strategies to maximize opportunities for student-athletes and ensure the program's ongoing effectiveness.
To stay ahead of the curve, the department will implement a robust evaluation process that includes regular assessments of key performance indicators, feedback from student-athletes and stakeholders, and ongoing monitoring of industry developments.
By embracing a culture of continuous improvement, the department will be well-positioned to identify areas for growth, adapt to changing circumstances, and ultimately deliver a best-in-class NIL program that benefits both student-athletes and the university as a whole.
Action Steps:
Regularly assess the effectiveness of the NIL operating plan.
Solicit feedback from student-athletes, coaches, staff, and external stakeholders.
Adapt the plan as needed to address challenges and capitalize on opportunities.
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.