As parents, our children are our whole world. When it comes to NIL earning potential, are we being realistic with our athletes’ capabilities?
I remember in high school many parents were a unrealistic when it came to their child’s athletic talent and potential. Thinking they were better than they were, deserved more playing time, or should have more opportunities usually had toxic effect on the psyche of their child.
When it comes to NIL earnings, parents and athletes should have realistic expectations when determining NIL earning potential. Being a great athlete doesn’t necessarily mean one is marketable or disciplined enough to secure an NIL partnership. Below are a few questions parents can consider when it comes to their athletes brand and the potential they have to rake in big money.
Parenting & NIL: Having Realistic Expectations That Benefit Athletes
- How talented is your athlete? Does your athlete play major minutes and participate in games/matches during critical times? Are they putting up major points, making solid moves defensively, or generating big numbers? Are they being recruited by top schools or have they already signed to DI organizations? Being objective when it comes to your athletes’ talent is the first big step in having realistic expectations about how NIL may impact your athletes career.
- Is their brand recognizable? How popular is your athlete on social media? In addition to their talent, having a strong brand and an online presence is very beneficial when it comes to partnerships and earning potential. Fair or not, the number of followers, eyes on pages and the content they create can result in partnerships, contracts and dollars in their pocket.
- Are companies approaching them? Even a high follower count won’t guarantee NIL deals. Similar to colleges offering your child a spot on their roster, if a business isn’t approaching them or returning messages from your athlete, you may want to consider a ‘plan b’ outside of sponsorships for your athlete to make money.
- Are they considering all NIL options? Being realistic means considering all NIL options, not just the highest paying offers. Pressuring your athlete to take a certain deal could have long term consequences, such as an athlete taking an offer they don’t want, or partnering with a company that doesn’t mesh with their brand or future goals.
- How are peer athletes performing? I’m never one to compare, however, if all of your athlete’s teammates are receiving offers at a certain level, don’t be surprised if your athlete receives similar offers. If your athletes teammates aren’t receiving million dollar NIL deals, your athlete might be in the same camp.
So what can you do? Being realistic means setting up your athlete (and yourself) with as many resources as possible to do their best as NIL earners.
- Do your research. If you aren’t well-versed on the ins and outs of NIL at the high school or college level, its time to start learning. Understanding the basic rules, types of compensation, legal protections and more can help go a long way in understanding what is possible for your athlete.
- Look into other ways to monetize your athletes brand Just because your athlete doesn’t have the brand or reach that other high-profile athletes have doesn’t mean they can’t profit off of NIL. Launching a business that sells products or provides services is another way they can earn money. Athletes at any level can build a long-lasting brands that extend past their playing days.
- Embrace existing opportunities. It is an honor and privilege to represent your school as an athlete. That type of opportunity is offered to only a select few, so embracing the opportunity is key. Building your personal skill-set, growing your network, and adding ‘student-athlete’ to your resume after school serve as opportunities to leverage your position as an athlete.