While high-profile deals often dominate headlines, numerous lesser-known athletes are capitalizing on micro-NIL opportunities within their local communities. A while back, I shared how over 50% of NIL deals in 2023 were $100 or less, outlining that while widely-publicized, thousands of athletes will not become millionaires thanks to NIL. However, there are opportunities for athletes who go to mid-major universities or smaller colleges to cash in on their name, image and likeness. The caveat? It takes a lot of hard work, creativity, and patience. Below are a few examples of lesser-known athletes who have scored NIL deals, the benefits of being a micro-influencer.
Examples of Athletes Capitalizing on Micro-NIL Deals:
- Rayquan Smith (Norfolk State University): Known as the “King of NIL,” Smith has secured over 80 NIL deals with various brands. After emailing over 100 companies seeking NIL deals, he only recieved two ‘yes’ replies, both which were unpaid brand promotions in exchange for free products. He put in the work, partnering with brands in exchange for free products to build his portfolio? His success demonstrates that athletes from smaller programs can effectively leverage their personal brands to attract multiple partnerships.
- Tara Walsh (Auburn University): A Division I gymnast, Walsh secured an NIL deal with a local boutique. The gymnast initiated her owns search for NIL deals by emailing stores, eventually landing her success. This partnership highlights how athletes can engage with community businesses to create mutually beneficial relationships.
- Alia Armstrong (Louisiana State University): A 100m hurdles athlete, Armstrong sought assistance from LSU’s NIL and Strategic Initiatives department to explore opportunities, highlighting the challenge many athletes face compared to high-profile earners. She has spoken about feeling “underlooked” and frustrated when she didn’t get approached by big-name brands. She said that navigating NIL deals helped her grow up and enter the next chapter of her life.
While I’m pretty sure most athletes would love a big sponsorship or paycheck coming in, there are also a ton of benefits to being a micro-influencer, especially if you compete at a mid-major or smaller college or university. Below are 5 benefits to targeting local businesses or smaller NIL deals as an athlete:
5 Benefits of Being a Micro Influencer
1. Authentic Engagement with Local Audiences. Micro-influencers typically have smaller but highly engaged audiences. Athletes from mid-major or smaller schools are often deeply connected to their local communities, allowing them to build authentic relationships with followers. Local businesses value this authenticity, as it can drive trust and loyalty among potential customers. Example: A small-town café might sponsor an athlete to promote their new menu item, knowing the athlete’s followers are likely from the same community.
2. Accessibility to Local Brands. Unlike major influencers, micro-influencers are more approachable for small to medium-sized businesses, which often have smaller marketing budgets. Athletes can secure partnerships with local restaurants, gyms, or boutiques, which might prefer to work with someone rooted in the community. Example: An athlete could receive in-kind benefits, such as free meals or gear, in exchange for promoting the business on social media or through appearances.
3. Flexibility to Build Unique Brand Deals. Micro-influencers can create customized, smaller-scale partnerships that are mutually beneficial. This flexibility means they can negotiate agreements that align with their values or interests, whether it’s free products, services, or modest monetary compensation. Example: A yoga studio might offer free classes to an athlete in exchange for shoutouts or hosting a fitness event.
4. Stronger Personal Brand Development. Micro-influencers can focus on quality over quantity when building their personal brand. For athletes, this can be a stepping stone to larger opportunities later. Mid-major athletes who master micro-influencing skills can eventually expand their reach, using these partnerships to gain credibility and visibility. Example: Starting with local partnerships builds a portfolio that can attract regional or national brands in the future.
5. Ability to Stand Out in Niche Markets. Smaller or mid-major schools often have unique communities and demographics. Athletes can tap into niche markets that might be overlooked by larger influencers, making their partnerships highly impactful. Example: An athlete who excels in an unconventional sport (e.g., bowling, fencing, or track) could attract niche brands related to that sport, gaining exclusive deals that big-name influencers might not pursue.
6. Lower Pressure and Greater Authenticity. Unlike major influencers who face constant scrutiny, micro-influencers operate in a more relaxed space. This allows them to maintain a genuine online presence, focus on academics and athletics, and avoid burnout while still earning through NIL. Example: They can post casually and still see results, as their audiences appreciate their down-to-earth approach.
So, if you’re still with me here lol, and want a few tips to help you take advantage of your opportunity to become a micro-influencer, here are a few strategies to monetize local opportunities.
Strategies for Athletes to Monetize Local Opportunities
- Engage with Local Businesses: Athletes can partner with local restaurants, boutiques, or gyms for promotions, appearances, or social media shoutouts. These collaborations can include in-kind compensation, such as free meals or apparel, which are valuable for college students.
- Host Camps and Clinics: Organizing sports camps or clinics for local youth allows athletes to share their skills while earning income. These events can strengthen community ties and enhance an athlete’s local profile.
- Leverage Social Media: Building a robust social media presence enables athletes to attract local businesses seeking influencers for marketing. Consistent engagement and authentic content can lead to sponsored posts or partnerships.
- Offer Personalized Lessons: Providing one-on-one coaching or lessons in their sport can be a lucrative avenue for athletes. This approach not only generates income but also fosters personal connections within the community.
- Create and Sell Merchandise: Athletes can design and sell personal merchandise, such as apparel or accessories, featuring their name or catchphrases. This strategy allows fans to support their favorite athletes directly.
Miicro-NIL deals offer substantial opportunities for athletes beyond the spotlight of major collegiate programs. By engaging with local businesses, leveraging social media, and offering personal services, athletes can create diverse income streams and strengthen community relationships. These endeavors not only provide financial benefits but also prepare athletes for entrepreneurial ventures beyond their sporting careers.