As a coach, you might be asking: “what role should I play, now that NIL is here to stay?” Coaches are already balancing recruiting, development, compliance, performance, academic support, and culture-building. In my opinion, adding “marketing specialist” or “brand strategist” to their responsibilities isn’t realistic or necessary.
Coaches can serve as a powerful, positive role in their athletes’ NIL success without crossing into marketing or promotional territory. In fact, some of the most effective NIL support comes from areas coaches already excel at: leadership, communication, and athlete development. Here’s how coaches can make a meaningful impact on their athletes’ NIL opportunities while maintaining boundaries, staying compliant, and protecting their primary role.
How Coaches Can Support NIL
1. Create a Culture That Understands NIL- Without Prioritizing It Over the Sport. Coaches don’t need to push athletes to “build their brand” or make content. What they can do is create a team culture where NIL is understood as part of the modern athlete experience.
Something as simple as saying, “we support athletes who want to explore NIL and we’ll make sure they have the right resources,” goes a long way. Athletes gain confidence knowing their interests won’t be judged or minimized. This builds trust, which leads to healthier, more transparent conversations- especially for athletes who worry NIL might conflict with team expectations.
2. Direct Athletes to the Right Campus Resources. Coaches shouldn’t be the marketing department—but they can bridge their athletes to the professionals who are.
This includes:
- Campus NIL coordinators
- Compliance staff
- School partnership offices
- Alumni engagement staff
- External collectives or approved NIL support programs
Most coaches already help athletes navigate academic support, training needs, and mental health resources. Connecting athletes to NIL resources is just an extension of that same supportive framework. Even a quick introduction email can make a major difference.
3. Encourage Professional Development, Not Promotion. Coaches can support NIL by reinforcing skills that matter both on and off the field- without touching brand deals or content strategy. For example, they can encourage:
- Strong communication habits
- Time management
- Leadership growth
- Confidence in speaking with adults, companies, or alumni
- Responsible decision-making
These are foundational skills that help your athletes succeed in NIL, in job interviews, in internships, and in life. You’re not teaching them how to make a TikTok- you’re teaching them how to present themselves professionally. NIL becomes a natural extension of that growth.
4. Highlight the Value of Relationships (Not Followers). A common misconception is that NIL is all about audience size. Coaches can help reframe this for their athletes. NIL opportunities often come from:
- Local businesses
- Alumni-owned companies
- Non-profits
- Media features
- University events
- Community involvement
An athlete with 1,200 followers who is reliable, consistent, and active in their community can outperform someone with 40,000 followers but no professionalism. Coaches can emphasize character, reliability, and connection (the same qualities they preach on the field!) which directly strengthen an athlete’s NIL potential.
5. Support Equity and Fair Access. Not every athlete arrives on campus with the same confidence, background, or exposure to opportunities. Coaches can help level the playing field by making sure athletes from all sports, all backgrounds, and all personality types feel empowered to explore NIL if they choose. Coaches can:
- Normalize asking questions
- Encourage shy or introverted athletes to attend campus NIL workshops
- Make sure no one feels like they “don’t belong” in NIL
This creates a more inclusive environment where NIL opportunities don’t only go to the loudest or most naturally outgoing athletes.
6. Set Clear Boundaries (and Model Them). The most important part: coaches can support NIL while maintaining professional and compliance boundaries. They don’t broker deals. They don’t negotiate contracts. They don’t influence specific brand partnerships. What they do is guide, support, and protect their athletes- to ensure NIL stays safe, ethical, and sustainable.
When coaches provide clarity, boundaries, and support, athletes thrive not only in NIL but in every area of their development. And as NIL matures, this balanced, athlete-first approach is exactly what the ecosystem needs.