When it comes to NIL deals, the spotlight often shines brightest on top-tier programs and athletes that are likely to go pro. There are thousands of mid-major athletes who possess unique opportunities to leverage their platforms and secure lucrative NIL deals, but we often don’t talk about how those other athletes can get there. While top tier athletes will score big-brand NIL partnerships, there is still a HUGE market opportunity for DI, DII and DIII athletes… it’s just going to take some serious work, dedication, strategy and patience. But it’s all good- I got you covered! Here are 10 ways mid-major athletes can secure NIL deals along with examples of how much work takes to get there.
How Mid-Major Athletes Can Secure NIL Deals + The Work it Takes
Know Your Worth: Before diving into the realm of NIL deals, take the time to assess your value as an athlete and influencer. If you have time to sit down uninterrupted, this could take less than an hour. Consider items like your on-field performance, social media following, and overall brand appeal. Understanding your worth to other brands will guide your negotiations and help you pursue opportunities aligned with your market value. This also means you have to be really vulnerable and truthful with yourself. Asking questions like “why haven’t I been approached by sponsors?” or “what am I not doing to enhance my marketability?” can help you improve your brand and marketability.
Research Potential Partners: Identify companies and brands that align with your personal values, interests, and target audience. This can take a lot of time. If you’re serious about connecting with companies and finding brands that sync with you, thorough research can take a few hours a week, at least. You’ll want to understand each company’s marketing objectives, target demographics, and existing partnerships. Tailoring your outreach efforts to connect with relevant brands increases your chances of securing meaningful partnerships. You might start by doing the following
- Take an hour each each day to identify companies. Consider local, global, niche companies and others and write their names down on a spreadsheet
- Create different columns with information that confirms everything you’re looking for in a partnership. Start by listing their mission statement, the audience they target, their social media profiles, and current partnerships with other influencers
- Email individual companies and make your pitch, explaining why you’d be the perfect NIL ambassador for their business
Persistence is Key: Securing NIL deals often requires persistence…. a lot of persistence! Don’t be discouraged by initial rejections or unanswered emails. Follow up consistently and demonstrate your genuine interest in collaborating. Not giving up is how you’ll get a foot in the door. Diversify your outreach methods too. Send a DM via social, pick up the phone and call, leave a voicemail and continue to follow up. If you get a rejection, wait a season to reach out again and let them know why you’re better qualified to be an NIL partner. This means spending weeks and months of following up, and not giving up.
Build Your Brand: Invest time and effort into crafting a compelling personal brand that resonates with your audience. Define your unique selling points, storytelling elements, and visual aesthetics across your social media platforms. Authenticity and consistency are essential for building a loyal following and attracting brand partnerships. Depending on how creative you are and how long it takes to create your brand, this process could take a few days, a few weeks or more.
Create Engaging Content: Content is king in the digital age. Showcase your personality, lifestyle, and behind-the-scenes moments through captivating social media content. Experiment with different formats, such as videos, photos, and blog posts, to keep your audience engaged and entertained. If you’re committed to earning NIL money, this is an ongoing process. Meaning, you’re creating content every day, multiple times a day.
Diversify Revenue Streams: Don’t rely solely on traditional sponsorship deals. Explore opportunities to monetize your brand through merchandise sales, online courses, virtual coaching sessions, and sponsored content collaborations. Diversifying your revenue streams provides financial stability, expands your earning potential, and gives you financial flexibility. If one business model fails, you’ll have other revenue coming in. Your actions can also help you gain the attention of potential partnerships, as your work ethic and customer-base will be very attractive for companies looking for new NIL partners. Similar to content creation, having multiple revenue streams is a daily commitment, so you should be marketing, growing, and maintaining your various enterprises every day.
Network Effectively: Cultivate relationships with industry professionals, fellow athletes, and influential figures within your niche. Attend networking events, conferences, and social gatherings to expand your circle and uncover potential partnership opportunities. Building a strong network opens doors to new collaborations and business ventures. Since there are so many different options when it comes to networking, find time in the year that works for you. Committing to a few hours every few months is a great way to begin in growing your personal and professional network.
Stay Educated on NIL Regulations: Stay up to date with the evolving NIL regulations and guidelines to ensure compliance with NCAA rules and regulations. Familiarize yourself with permissible activities, prohibited endorsements, and reporting requirements to avoid any legal or eligibility issues. To stay on top of any changes, set a reminder to check with the NCAA’s NIL resource page, or create google alerts filter to have new regulations sent right to your inbox.
Embrace Creativity: Think outside the box when brainstorming potential NIL opportunities. Explore unconventional partnerships, grassroots marketing initiatives, and innovative sponsorship activation that showcase your personality and resonate with your audience. Creativity often sets you apart in a crowded marketplace. This is a ongoing process, and necessary if you intent to attract, retain and acquire new NIL deals over time.
Stay Patient: Rome wasn’t built in a day, and neither is a successful NIL portfolio. Stay patient, stay focused, and continue putting in the work even when results aren’t immediate. Success in the NIL landscape is often a marathon, not a sprint.
So how much work should you be putting in to land an NIL deal? Where should you start? In my opinion, the time you put in is up to you. If you’re really passionate about working with companies or earning money, but you’re not receiving any ‘hits’, you’ll need to put in that work:
- Do as much work as possible during the off season- outreach, educating yourself, building your brand, social media marketing, networking and more. Spending 2-3 hours a day, every day, can help you slowly grow your business and NIL potential.
- During the season when your time is limited, focus on upkeep, passive marketing, and other types of ‘maintenance’ work to ensure your business and network continues to grow over time.
Securing NIL deals as a mid-major athlete requires a combination of hard work, strategic planning, and unwavering determination. By leveraging your unique strengths, building your brand, and exploring diverse revenue streams, you can unlock new opportunities and maximize your earning potential in the exciting era of collegiate athletics. Remember, the road to success may be challenging, but with dedication and perseverance, your efforts will ultimately pay off.