When we hear about name, image, and likeness (NIL) deals, the headlines usually focus on million-dollar contracts, luxury cars, or flashy endorsements. But for most athletes, NIL doesn’t look like that. It looks like a $100 check from a local business, a free meal at a hometown restaurant, or an exchange of gear for social media promotion. These smaller wins might not grab national attention- but they matter. In fact, they might matter more than we think. If you’re an admin at a mid-major or smaller school, here are a few reasons why those smaller deals matter, even if they can’t compare to those big-time deals you read about.
Why $100 NIL Wins Matter
1. Reframing NIL success. Success in NIL isn’t measured only by the size of a contract. It’s measured by how athletes use opportunities (big or small) to learn, grow, and build. A $100 NIL deal is proof that an athlete’s personal brand has value. It’s validation that someone sees their influence and wants to connect with it. For a college athlete balancing academics, practice, and games, that recognition alone can be powerful.
2. The ripple effect of small deals. Think of a $100 NIL partnership as a seed. It might cover groceries for the week or gas for the month, but it also creates a relationship. Today it’s $100. Tomorrow it could be $500. Over time, consistent smaller deals build trust with businesses, expand networks, and demonstrate reliability which are huge for athletes at any level. Just like in sports, momentum in business matters.
3. Barters and creative exchanges. Not every NIL opportunity comes in the form of cash. A gym membership in exchange for promotion, discounted services, or a sponsorship that helps with training costs all reduce the financial burden athletes carry. These barters matter just as much for athlete because they free up money for other needs while still strengthening community ties.
4. Building habits and financial literacy. Tracking these small wins is crucial. A spreadsheet or financial app helps athletes see where NIL money is coming from, how it’s being spent, and how it can be saved or invested. When athletes develop the habit of managing small deals responsibly, they’re building the same skills needed to manage six- or seven-figure opportunities down the road.
5. Redefining the NIL narrative. It’s easy for an athlete to get caught up comparing themselves to the star quarterback or the viral sensation. But NIL isn’t only about the top 1%. It’s about expanding opportunity. Every athlete who secures a deal (no matter the size!) is part of a bigger movement that’s reshaping college sports and proving that influence isn’t limited to the biggest names.
A $100 NIL win might not sound like much compared to the million-dollar headlines, but it’s a building block. It’s proof of concept, a connection to community, and a chance to learn how to turn influence into impact. Beyond the big deals, these smaller wins are the true foundation of NIL success.