4 Steps to Building an Effective NIL Program
NIL audit > NIL program goals, > Local NIL economy, and "Real" NIL education needs
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So you’re not Oklahoma? No problem.
Tonight I’m presenting to the student-athletes at Oklahoma University on “NIL Literacy.” It’s a workshop about goals, contracts, compensation and more.
If you are not a student-athlete at OU, most of tonight’s talk would be irrelevant to you. I don’t mean to say that the student-athletes at Alabama or NC State don’t also need to understand contracts and compensation - they do.
But one of the key learnings we’ve had over the last three years has been how a school’s unique profile and characteristics impact their student-athletes’ NIL success.
It would easier if there was an “off the shelf” solution to help colleges and universities to completely build their NIL programs. But the truth is that every institution needs to build and customize a program that’s right for them.
I think there are 4 initial steps you can take based on what makes your institution and athletic department unique.
#1 Do an NIL “audit”
There are multiple characteristics of a university and its athletic department that will impact its student-athletes' NIL success.
It’s important for an athletic department to understand these factors and develop an NIL program that capitalizes on its unique characteristics and where it’s strongest.
Sports Program Success and Popularity
Student-athletes participating in high-profile programs tend to have more opportunities for lucrative NIL deals. The more popular and successful the team is, the larger their fanbase tends to be and the broader appeal there is for those student-athletes.
School's Brand Value and Reputation
Well-known universities with strong national/global brands can enhance an athlete's marketability for NIL deals.
NIL Education and Support
Universities that provide comprehensive NIL education, particularly around brand-building can better position their athletes for NIL success compared to schools lacking such infrastructure.
State NIL Laws and Regulations
The NIL laws and policies governing college athletes can vary significantly by state, impacting the types of deals permitted and the ability to monetize one's NIL.
#2 Set NIL program goals
We have been programmed to think about money the moment we hear the term “NIL,” but that doesn’t mean that an athletic department’s NIL program should be built with compensation as the primary objective.
For many institutions, it makes more sense to focus on one or more of NIL’s achievable goals or outcomes for student-athletes.
Exposure and Visibility
Student-Athlete exposure can lead to increased fan support, social media following, and networking opportunities.
Enhance College Experience
Student-Athletes can explore creative outlets, build businesses aligned with their values, and express themselves through content creation and endorsements. This self-expression enriches the overall college experience.
Social Impact
Student-athletes can use their platform to advocate for causes they believe in and make a positive social impact.
Entrepreneurship
Engaging in NIL activities exposes student-athletes to valuable entrepreneurial experiences that build critical business skills like marketing, branding, negotiating deals, financial literacy, and professional networking.
Career Building
NIL provides a platform for student-athletes to explore different career interests and passions outside of their sport. For example, an athlete interested in media could start a podcast or YouTube channel, while someone interested in business could launch a startup.
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> Understanding the local NIL economy
> Determining your real NIL education needs
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