From Sideline to Strategy: How Parents Can Help Their Athletes Turn Passion Into NIL Deals
If you’re a parent of a student-athlete, you’ve likely spent years supporting them—on the sidelines, in the car, cheering from the stands, or quietly making it all possible behind the scenes.
And now, something new is showing up in the student-athlete space: NIL, or Name, Image, and Likeness. It’s changing the game by offering athletes the chance to earn money and build their future, starting now.
But here’s the part that often gets overlooked: Parents are one of the most important influences in helping athletes make the most of these opportunities. You don’t need to know all the details or become an expert. But you can be the reason your child feels confident, clear, and supported as they take this new step.
Let’s break it down together with no hype, no legal jargon, just a practical look at how you can go from supporter to strategist in your child’s NIL journey.
What Is NIL, Really?
NIL stands for Name, Image, and Likeness. It’s a legal term, but here’s what it really means:
Your child can now earn income by using their identity as an athlete. That might include:
Working with local businesses
Posting branded content on social media
Coaching or running sports clinics
Doing paid speaking engagements
Selling merchandise or starting a side hustle
This isn’t just for athletes at big schools or with big followings. In fact, the most exciting NIL success stories often come from everyday athletes who are proactive, creative, and consistent.
3 Ways Parents Can Make a Real Difference
1. Encourage Them to Think Beyond Sport
Help your child explore who they are outside their athletic identity. Their personal brand isn’t just about highlights and stats: it’s about values, passions, personality, and community.
Try this: Ask questions like,
“What do people often say they admire about you?”
“If a business wanted to work with you, what kind of company would feel like a good fit?”
“What would you love to be known for?”
These conversations are powerful starting points.
2. Normalize the Idea of Value and Earning
It’s common for young athletes to feel unsure or even embarrassed about the idea of being paid. You can help them shift that mindset by reinforcing that NIL is not “selling out.” It’s about understanding their worth and learning to work with businesses in a professional, meaningful way.
You could say something like:
“Your story is valuable, and the right business will be excited to support someone who brings energy, character, and purpose.”
3. Offer Practical Support, Not Pressure
You don’t have to do the work for them, but you can be an anchor as they figure it out. Some parents help by proofreading an email, others brainstorm business ideas or drive to a local meeting. Some just help their athlete stay organized and grounded.
It doesn’t have to be big. Just be present. Be the person they know they can bounce ideas off without judgment.
Three Quick Things You Can Do This Week
Talk to your athlete about what they’d love to be known for outside of sport
Make a list of local businesses you already support. Start thinking alignment
Explore a free NIL resource or workshop together (or just ask them what they know so far)
and some reassuring words….
You don’t need to have all the answers. You don’t need to understand every NIL rule or trend. But showing up with curiosity, encouragement, and a willingness to learn alongside your child is powerful.
I’ve seen firsthand how a little guidance from a trusted adult can be the thing that helps an athlete take the leap: from confusion to clarity, from hesitation to action.