NIL: Where Brands Should Start

Why it matters

The question I hear most from brands is: "We want to explore NIL — how do we start?" The brands winning in NIL aren't the ones with the biggest budgets — they're the ones who have learned the basics, built a few simple systems, and respect student-athlete realities.

The big picture

Start with these 3 steps:

  • Define your objectives. Are you trying to reach Gen Z? Building local market presence? Building on an existing influencer marketing strategy? Be clear.

  • Understand the constraints (the brand's and the student-athletes'). Budget, category restrictions from the school, academic calendars, to name a few.

  • Get educated. Student-Athletes are not pro athletes and universities, conferences, and the NCAA are not pro teams/leagues.

What brands consistently underestimate

The time crunch of student-athletes is real:

  • 20+ hours per week in mandatory athletic activities

  • Full course load

  • Travel to away games, often missing class and not on-campus

What this means for you:

  • That "quick" photoshoot needs 2-3 weeks advance notice

  • Weekend activations? They might be competing in another state

  • Fast turnaround? They're in practice or studying and it's probably not going to happen

Your first move

Pilot before you scale. Test with 3-5 athletes across different sports. Measure engagement or your other KPI's. Learn what content actually works before committing bigger budgets.

And vet student-athletes thoroughly: Social media history matters. Academic standing affects eligibility. Transfer portal movement is real.

The bottom line

Start small, start now. Pick one sport your brand authentically connects with and identify 3-5 athletes who embody your values. The competitive advantage in NIL goes to brands willing to learn — not the ones waiting for it to get simpler.

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.

Bill Carter