Redefining Branding

Everyone Needs a Personal Brand

As the semesters end and the summer starts, I’ve been spending more time researching topics and looking for trends in NIL and I’ve begun to notice something. Brand building is no longer just for elite athletes with a huge number of followers and giant NIL deals. In fact, brand building is rapidly becoming a requirement for anyone looking to play at the next level.

Regardless of the number of followers, athletes are being judged by their personal brand as much as their ability to compete. As the new rules from the House Settlement going into effect, the “seat value” of a roster spot is going to go up across D1 athletics. As an athlete, not only will you have to demonstrate your athletic skills, but your ability to promote your program, generate revenue and spark interest in your sport.

For smaller schools, athletes are going to be expected to help build engagement with their athletic programs, as they fight for local advertising dollars and find ways to generate revenue for extremely tight budgets. Don’t forget, the majority of athletic programs are lucky to break even, let alone turn a profit. Look at St. Francis, a school that played in the NCAA Tournament this year is petitioning to drop the D3 by the 2029-2030 season, sighting a need for financial stability and the impact of new NIL rules.

High profile deals aside, smaller, local NIL deals are an opportunities that are largely untapped. Mostly due to the lack of funding for schools to provide the support athletes need to source, sign and complete contracts, as well as navigate the legal and financial commitments that come along with NIL deals.

In a recent Forbes article, writer Dr. Diane Hamilton discussed how young adults are changing the future of work through NIL and branding. Teenagers are posting on social media and building their brand earlier than ever. Your personal brand can now influence your career path and academic pursuits. Businesses no longer simply look at a resume and conduct an interview to decide on the best candidate. They are looking at your social media and how you manage your brand. Influencers are becoming more and more common in traditional media advertising. The ability to clearly define and manage a personal brand is a skill that is rapidly becoming a requirement for some companies.

As more and more young athletes find successful ways to monetize their brand, you can be sure that it will continue to expand beyond sports. If you want to read more about this topic, here is a link the Dr. Hamilton’s article in Forbes:

Worth a Listen….

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Finding NIL Deals: Do Your Research

As an athlete you are constantly pulled in a million directions. Practice, class, friends and family all put demands on your time. With so much going on it’s hard to find time to research potential NIL partners, but trust me, it will save you time in the long run.

Once you have made the decision to find NIL deals, the vastness of the NIL landscape can be overwhelming. NIL deals range from under$100 to $1 million or more. Global brands and local grocery stores can all benefit from NIL sponsorships, so how do you decide who to target?

The simplest way to start is to first decide what fits you best. Look at your brand, what you represent and look for companies that fit with your values. From there look at the things you love to do, your favorite products, brands, food. Do you eat at the same local restaurant every week? That’s a potential partner. You already love the food which will make your endorsement authentic and effective.

Use common sense when looking for potential NIL partners. Start with the communities around your college or university, as well as your hometown. The low hanging fruit for NIL deals is with people and businesses who already know you, or at least have heard of you - so you don’t have to break the ice and start from scratch.

By researching and targeting your NIL activities, it will save you time, increase your chances of success and help you generate NIL income to support your college career.

A Final Quote