What NIL Deals Really Mean for Your Student-Athlete’s Journey
By someone who’s cried happy tears reading athlete emails and done spontaneous victory dances when student-athletes land their first brand deal… Hi, I’m Vickie.
I’ve spent the last decade walking alongside athletes as they discover that their value doesn’t start or end with a scoreboard. Before NIL was even a headline, I was in the trenches with athletes: helping them uncover their story, own their identity, and build opportunities that stretch far beyond sport.
That’s why I’m here talking to you, parents of student-athletes, because NIL isn’t just a rule change, it’s a mindset shift. One that can be a huge advantage for your child, if they start early and build it the right way.
Let’s unpack what NIL really means, and how you can support your athlete through it.
What Is NIL, Really?
NIL stands for Name, Image, and Likeness. It gives student-athletes the legal right to profit from their personal brand.
But that doesn’t mean they need to be famous or have 100,000 followers. NIL isn’t about popularity. It’s about value.
Think:
• A local gym sponsoring your athlete to run a youth clinic
• A smoothie shop partnering with them to post content about health and training
• A speaking gig at a school assembly about resilience, teamwork, or mental health
• Paid coaching sessions with younger athletes in your community
NIL is personal. Local. And accessible. Especially when an athlete builds their brand with intention.
NIL Is a Step Forward, Not a Detour
You may wonder if NIL is a distraction. I get it; parents often ask if it pulls athletes away from school or sport.
But here’s the truth I’ve seen again and again:
NIL, when built right, actually adds clarity, direction, and confidence to a young athlete’s journey.
It helps them:
• Build communication and business skills
• Explore careers and passions outside their sport
• Strengthen community ties
• Gain self-worth that isn’t only tied to their athletic performance
When you treat NIL like a professional development tool and not just a money-making opportunity, you start to see its real value.
“But My Kid Isn’t a Superstar…”
Honestly? That’s exactly why this blog exists.
NIL isn’t just for the 1%. In fact, some of the most successful and consistent NIL deals come from athletes at small schools, playing lower-profile sports, with no fame or fanfare.
I’ve seen:
• A volleyball player land a partnership with a local physio clinic
• A track athlete run workshops on mindset and training for teens
• A swimmer team up with a health brand to promote daily habits on social media
Because NIL isn’t about being well-known. It’s about being well-aligned.
What You Can Do This Week: Parent Playbook
Here are 3 simple steps to support your student-athlete on their NIL journey, no legal degree or marketing background required:
1. Start the Values Conversation
Ask your child:
“What are you known for, besides your sport?”
This gets them thinking about what makes them stand out.
2. Spot Local Opportunities
Think of the businesses you already support; cafes, clinics, gyms, shops. Could your child create value for one of them?
3. Encourage Them to Act
Instead of waiting for deals, encourage them to offer something:
“Would you feel confident reaching out to one local business this month?”
Confidence grows with each step and support from you makes all the difference.
Final Thought from Vickie
I believe every athlete has value. That’s not just a nice quote, it’s the core of everything I do.
And I believe every parent who reads this has the power to help their child turn that value into something real.
Not just dollars, but direction.
So here’s to the next chapter in your child’s journey, and to you, walking alongside them, every step of the way.