NIL Brand Roadmap

A step-by-step process for businesses, universities, and service providers to create and execute NIL partnerships.

Getting Started

Are you a brand or local business ready to dip your toe into your first NIL deal?

Are you part of a university’s staff looking to connect your sponsors to your student-athletes?

Are you a service provider looking for better NIL results?

After 3 years helping universities and brands - and analyzing lots of NIL data - here is step by step formula to get started or improve your NIL deals.

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#1 Do a competitive analysis

A brand should complete a competitive analysis before doing an NIL deal. Follow these five steps:

Identify Competitors: Determine which other brands are actively engaging in NIL deals within the same market or target audience.

Analyze Their NIL Strategies: Examine the types of NIL deals your competitors are making. What kind of athletes are they partnering with? What activation methods are they using (social media, personal appearances, etc.)? How are they positioning their brand in relation to the athletes?

Evaluate Effectiveness: Assess the success of your competitors' NIL campaigns. Look for measurable results like increased brand awareness, social media engagement, sales lift, or media coverage.

Identify Opportunities for Differentiation: Determine how you can differentiate your NIL strategy from your competitors. Consider partnering with athletes who haven't been utilized by your rivals, exploring unique activation methods, or crafting a distinct brand narrative around your NIL partnerships.

Budget and Resource Allocation: Understand the financial investment your competitors are making in NIL. This can help you gauge the resources you need to allocate to be competitive and achieve your desired outcomes.

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#2 Decide how you will “activate”

In the context of NIL (Name, Image, and Likeness), "athlete activation" refers to the specific ways in which a brand engages and utilizes a student-athlete's name, image, and likeness to promote their products or services.

The choice of athlete activation methods depends on the brand's marketing goals, target audience, and the athlete's individual strengths and interests. Effective athlete activation leverages the athlete's unique personality and influence to connect with consumers and drive brand awareness, engagement, and ultimately, sales.

Choose your brand activation(s) carefully. While social media dominates NIL (80%), my clients see greater success with diverse approaches that can include activating the partnership online, on-air, at events, and at retail.

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#3 Develop your selection criteria

Your selection criteria for choosing a student-athlete for your NIL deal should be a blend of factors that align with your brand's goals, target audience, and budget:

Relevance to Your Brand

Sport: Does the athlete's sport align with your brand's image or target market? Certain sports may resonate more with specific demographics.

Values: Do the athlete's personal values and interests align with your brand's mission and message? Authenticity is key for a successful partnership.

Personality: Does the athlete's personality and communication style match your brand's voice? Consider their online presence and how they interact with their audience.

Audience Reach

Social Media Following: Assess the size and engagement of the athlete's social media following. Consider which platforms are most relevant to your target audience.

Local/Regional Influence: If your brand has a specific geographic focus, consider athletes who have a strong following in that area.

Niche Appeal: Some athletes may have a smaller but highly engaged following within a specific niche that aligns with your brand.

Marketing Potential

Content Creation Skills: Can the athlete create high-quality content (photos, videos, etc.) that aligns with your brand's aesthetic?

Communication Skills: Is the athlete comfortable speaking on behalf of your brand in public appearances or interviews?

Creativity: Does the athlete have unique ideas for how to promote your brand that go beyond standard social media posts?

Financial Considerations

Market Value: Research the athlete's estimated market value to ensure their compensation expectations align with your budget.

ROI Potential: Evaluate the potential return on investment for partnering with this athlete. Consider their reach, engagement, and potential to drive sales or brand awareness.

Additional Factors

Academic Performance: While not always a primary factor, some brands may prioritize athletes with strong academic records as a reflection of their brand values.

Community Involvement: Consider athletes who are active in their community or support causes that align with your brand's social responsibility efforts.

By carefully considering these criteria and tailoring them to your specific needs, you can identify student-athletes who are not only a good fit for your brand but also have the potential to drive meaningful results for your NIL marketing campaigns.

Remember, building a successful NIL partnership is about more than just choosing the athlete with the largest following. It's about finding the right athlete who can authentically represent your brand and connect with your target audience in a meaningful way.

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#4 Determine NIL Compensation

Look into data from NIL marketplaces, industry reports, and consult with me to understand the typical compensation range for similar athletes in your desired sport and market.

Consider factors like the athlete's sport, conference, social media following, engagement rate, and any unique achievements or attributes. An athlete with a large, engaged following in a popular sport may command higher compensation.

Define the specific deliverables you expect from the athlete, such as social media posts, appearances, or content creation. More extensive or time-consuming activities may warrant higher compensation.

Determine the overall budget you have allocated for your NIL marketing efforts. This will help you establish a realistic range for individual athlete compensation. While it's difficult to predict exact ROI, estimate the potential value the athlete could bring to your brand in terms of increased sales, brand awareness, or social media engagement. This can help justify your compensation offer.

Consider offering a combination of:

• Cash

• Commissions

• Product

• Other brand experiences (internships, development opportunities)

Be upfront with the athlete about your budget and compensation expectations. Clearly outline the scope of work and deliverables you expect in return.

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Read the rest of this newsletter about the NIL Brand Roadmap - a step-by-step process for any size business that wants to execute an NIL partnership.

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