When most athletes think about NIL partnerships, they imagine big national brands – shoe companies, sports drinks, or apparel deals. But here’s the truth: you don’t need a national following to make NIL work for you. Some of the best NIL opportunities are right in your backyard. Local businesses – from gyms and restaurants to salons and small retail shops- are often eager to collaborate with athletes who can authentically connect with their community. Here’s why local partnerships are a win-win (especially for athletes who attend smaller to mid-major universities), and how you can start building them today.
How Athletes Can Partner With Businesses in Their Community
1. Why local businesses make great NIL partners. Local businesses are often more approachable, more flexible, and more aligned with your story than big brands. You’re not competing with hundreds of athletes for attention- you’re connecting directly with people who know your school, your team, or your hometown pride. Plus, community support goes both ways. When you promote a local business that’s already loved by fans in your area, it feels natural and genuine- the kind of NIL deal that actually works.
Local businesses also get a major benefit: you help them reach a younger, more active audience that already trusts you. That’s a powerful partnership that drives real results for both sides.
2. How to research and shortlist businesses. Start close to home. Think about where you shop, eat, and train. Consider business that are close to campus or boast high-visitor counts. Which local businesses already align with your values and lifestyle? Here’s a simple checklist to build your outreach list:
- Businesses that already support local sports teams or sponsor community events.
- Companies that serve a similar audience (students, parents, athletes, alumni).
- Owners or managers who are alumni or fans of your school.
- Brands with active social media pages or local ad campaigns.
Aim for 10–15 potential partners to start. Research their social media presence, customer base, and messaging so you can tailor your pitch.
3. How to pitch local businesses (+ a sample template below!). Once you’ve identified potential partners, reach out via email or DM. Keep your message short, personal, and clear about what you can offer.
Example Pitch:
Hi [Name],
My name is [Your Name], and I’m a [Sport] athlete at [School]. I’ve always admired your [business/product], and I think there’s a great opportunity for us to work together.
I can help promote your business through social media posts, event appearances, and creative content that connects with our local community.
Would you be open to a quick call or message to discuss ideas?
Thank you for considering it!
Best,
[Your Name]
Pro Tip: Include your follower count, engagement rate, or examples of past collaborations if you have them- even small numbers can be powerful when your audience is loyal and local.
4. Bundle your value. Instead of offering just one post, consider bundling your NIL services into a mini “package” that feels professional and easy to say yes to. For example:
- Social media + event appearance: Two Instagram posts and one in-person meet-and-greet at the business.
- Content + cross-promotion: You create short videos featuring their products, while they promote you on their channels.
- Barter deals: Exchange content or appearances for free meals, gear, gym memberships, or services.
Bundling shows initiative, professionalism, and creativity — traits that local businesses love to see.
5. Manage expectations and deliverables. Once a business agrees to a partnership, make sure you’re both clear on:
- What content will be posted (and when).
- What the business is providing (payment, products, or services).
- How success will be measured (sales, engagement, traffic).
Put everything in writing. Even a short, simple agreement works. Follow through on your promises, tag them in posts, and share results after the campaign. Consistency and professionalism help you stand out and can lead to repeat deals or referrals to other businesses.
When you keep it local, you build trust, experience, and credibility — three things that open the door to even bigger NIL opportunities down the road. You don’t need millions of followers to succeed in NIL- you just need to build meaningful, local connections. By partnering with businesses that already know your community, you can create authentic collaborations that help everyone grow.