How NIL Deals Are Shaping Today’s Athletes And What Coaches Should Understand

As someone who has spent over a decade working with athletes at all levels, Olympians, Paralympians, and student-athletes across the globe, I’ve seen firsthand how Name, Image, and Likeness (NIL) is changing the landscape for athletes. For many coaches, NIL can feel like an overwhelming or confusing topic, and it’s understandable to be cautious about how it fits into your athletes’ journey. But the reality is, NIL isn’t just about securing big sponsorships. It’s an opportunity to empower athletes, help them grow their personal brands, and open doors to opportunities beyond their sports careers.

Let’s explore how NIL deals are shaping today’s athletes and how, as coaches, you can support your athletes in navigating this new terrain.

1. NIL is More Than Just Deals

First things first: NIL isn’t just about securing big sponsorships or social media endorsements. While that’s a part of the picture, it’s not the whole story. For many athletes, NIL offers a chance to start building a personal brand—something that will serve them not only during their time in high school and college athletics but also long after graduation.

Through NIL, student-athletes can learn the value of their unique story, skills, and personality. They can create content that highlights their interests, passions, and career aspirations, all of which make them more attractive to future employers, sponsors, or business ventures. The biggest takeaway here for coaches is that NIL empowers athletes to invest in their own growth on and off the field.

2. NIL Helps Level the Playing Field

A common misconception is that NIL only benefits the big-name athletes with massive social media followings. The truth is, NIL opens the door for all athletes, regardless of their sport or online presence, to tap into sponsorship opportunities. Local businesses, for example, may be more interested in supporting a high school or college athlete from their region, even if they don’t have millions of followers. This creates an opportunity for athletes to form valuable partnerships with businesses that align with their personal values, not just their popularity.

For coaches, this means that every athlete has the potential to benefit from NIL, it’s just about finding the right fit. You don’t have to be a superstar to gain sponsorships; all athletes have something unique to offer.

3. NIL Can Boost an Athlete’s Mental Resilience

One of the lesser-discussed benefits of NIL is how it helps athletes grow personally and professionally. The skills that come with managing brand partnerships, negotiating deals, creating content, maintaining a public persona and develop an athlete’s entrepreneurial mindset. They learn how to manage expectations, communicate effectively, and build relationships, all of which translate into greater mental toughness and resilience.

Coaches should encourage athletes to see NIL as a personal development opportunity. It’s not just about the money, it’s about building skills that will help them in their athletic career and beyond. The confidence they gain from successfully navigating the NIL space can translate into better performance on the field and in life.

4. NIL and Team Dynamics: A Coach’s Role

I get it: Some coaches worry that NIL will lead to egos clashing in the locker room. They fear it could create division between athletes based on who has the most lucrative deals. While these concerns are valid, the key here is education. Coaches can play an integral role in helping athletes understand that NIL success is not about competition but about collaboration and opportunity.

By framing NIL as a team effort and educating athletes about the importance of maintaining a humble, professional image, coaches can ensure that NIL becomes a positive force on and off the field. For example, athletes can be encouraged to share their knowledge with teammates, helping everyone learn how to build their own brands and find opportunities.

5. Practical Takeaways for Coaches: How to Support Athletes in the NIL Era

As a coach, you don’t need to be an NIL expert, but you do need to be an advocate for your athletes in this new space. Here are a few simple steps you can take to support your team:

• Educate Yourself: Stay informed about NIL regulations, opportunities, and the ethical considerations that come with it. It’s important to understand what’s allowed and what’s not, and help your athletes navigate these waters.

• Create a Supportive Environment: Encourage athletes to explore NIL opportunities but ensure they have guidance along the way. This could mean partnering with an NIL advisor or providing resources for athletes to learn how to build their personal brand.

• Foster Team Unity: Make it clear that NIL opportunities don’t divide the team. They enhance the individual and bring value to the collective. Create an environment where athletes can support one another’s growth, whether in securing deals or building their public persona.

• Promote Local Opportunities: Sometimes, the biggest wins for your athletes come from local businesses, charities, or small startups. Encourage athletes to connect with businesses that align with their personal brand, and support them in these ventures.

You have the power to help student-athletes unlock a world of opportunities. The more we embrace the potential of NIL, the more we can set our athletes up for success in ways that go beyond the playing field.

Whether it’s teaching them how to negotiate a deal or how to maintain their integrity while promoting a brand, coaches are essential in ensuring that NIL is a positive, empowering experience for athletes.

Coaches, the message is simple: NIL is not something to fear, it’s something to embrace. When you guide your athletes to understand and leverage NIL, you’re helping them build a legacy that goes far beyond their high school and college athletics years.