15 Things Student-Athletes Should Do When Meeting With a Brand

This 1-hour of preparation leads to NIL success.

Photo by Austin Distel

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The most successful NIL athletes aren’t just waiting for brands to come to them—they’re prepared, professional, and strategic in their approach. Whether it’s a local business or a national sponsor, their ability to handle brand meetings can make or break NIL opportunities.

What they do before, during, and after that meeting is what determines whether they secure the deal. Let’s break down exactly what they need to do to maximize their NIL opportunities.

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Before the Meeting

Preparation is everything.

1. Research the Brand

Before a student-athlete meets with any company, they need to take time to understand their business.

• What products or services do they offer?

• Who is their target audience?

• Have they worked with student-athletes before? If so, who and how?

• What values does the brand emphasize in its marketing?

Understanding their mission and past athlete partnerships will the student-athlete to position themselves as the right fit.

2. Clarify Their Value

Student-Athletes need to articulate why they’re a good investment for the brand. Their NIL value isn’t just about their performance on the field; it’s about their audience, engagement, and personal brand.

• How many followers do they have? More importantly, what’s their engagement rate?

• What kind of content performs well on their platforms?

• Do they have a niche or specific audience that aligns with the brand’s target customer?

Numbers matter, but their ability to tell a compelling story about their personal brand matters even more.

3. Know the Non-Negotiables

Going into a meeting without clear boundaries can leave the student-athlete vulnerable to bad deals. They need to know what you’re willing (and not willing) to do.

• Are they comfortable with exclusivity clauses?

• What’s their minimum price for brand deals? Do they understand their market value?

• Are there products or industries they won’t promote due to personal values?

4. Prepare Questions

Building rapport is not just about answering questions—it’s about asking them. Student-Athletes should show curiosity and professionalism. Here are a few key questions to ask:

• What are the brand’s main goals for this NIL partnership?

• What type of content or promotion do they expect?

• How will success be measured? (Engagement? Sales? Awareness?)

5. Online Presence

Brands will check a student-athlete’s social media before (and after) their meeting. Student-Athlete need to make sure what they see aligns with their values and goals.

• Do they have any posts that could be seen as controversial or unprofessional?

• Does their bio clearly state who they are and what they represent?

• Are they actively engaging with their followers and creating high-quality content?

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During the Meeting

The goal in the meeting is to build a relationship, communicate value, and align the student-athlete’s personal brand with theirs. Here’s how to approach it:

1. Start with the Student-Athlete’s Story

Begin with a short, compelling introduction. Who are they? What makes them unique? Why are they interested in partnering with this brand? Your story should be authentic and engaging, not rehearsed or robotic.

2. Listen & Adapt

It’s tempting for a student-athlete to dominate the conversation, but listening is just as important. They need to pay attention to what the brand is looking for and tailor their responses accordingly.

3. Communicate Unique Selling Points

Every athlete brings something different to the table. Make sure they highlight what makes them special:

• Their niche (e.g., fitness, fashion, gaming, mental health, leadership)

• Their audience and engagement

• Their content style (e.g., educational, entertaining, lifestyle-driven)

Brands don’t just want student-athletes; they want storytellers who can connect with their audience.

4. Discuss Deliverables & Expectations

Clarify exactly what the brand wants and what the student-athlete is comfortable delivering. Are they expecting:

• Instagram posts, Stories, Reels?

• YouTube videos or TikToks?

• Event appearances or speaking engagements?

Both sides must be aligned on deliverables.

5. Stay Professional

Little things matter:

• Make eye contact.

• Take notes.

• Be engaged.

• Express gratitude for the opportunity.

How a student-athlete handles themselves in a meeting says a lot about what kind of NIL partner they’ll be.

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