What I Tell Parents about NIL When I'm Standing on the Sidelines of My Daughters' Games
Putting the hype aside, what matters - and what doesn't.
I’m the father of high school athletes (girls lacrosse 🥍 & field hockey 🏑) and the parents on the sidelines love to talk to me about NIL. Hype aside, here’s what I tell them.
NIL is for Everyone, Sort Of
High School Participation: NIL rules for high school athletes vary by state. Some states permit NIL while others have strict restrictions or outright bans. It's crucial for student-athletes to understand their specific state and school rules before engaging in any NIL activities. Your state high school athletic, activities, or principal’s association is the best resource to know if NIL is permitted and what the guidelines are.
College Participation: NIL activities under the current NCAA and NAIA policies are open to all student-athletes. However, there are several factors that can impact an athlete's ability to participate:
State Laws: Some states have specific NIL laws that may impose additional requirements or restrictions on college athletes.
School and Conference Policies: Individual schools and athletic conferences may have their own specific rules regarding NIL activities, which athletes must adhere to.
International Student-Athletes: The eligibility of international student-athletes to participate in NIL activities can be complex due to visa and immigration regulations.
Does Your Student-Athlete Have 3 Hours Per Week to Burn?
The time commitment required for successful NIL activities can vary greatly depending on the athlete's individual goals, the types of deals they pursue, and their overall level of engagement.
According to numerous studies I’ve conducted with the help of my NIL Research Poll (5,000 college athletes and 1,000 high school athletes), it takes about 3 hours to complete a single NIL engagement. This usually includes:
Meeting with potential partners: This includes discussing terms, reviewing contracts, and making decisions.
Fulfilling contractual obligations: This can involve creating sponsored content, making appearances, or providing other services outlined in the contract.
Managing finances and taxes: This requires keeping track of income, expenses, and tax liabilities.
Mind you that the above does not include building and maintaining a personal brand discussed earlier. The time-consuming aspects of that include:
Creating and curating social media content.
Posting regularly, engaging with followers, and responding to comments and messages.
Developing a personal website or online portfolio: This showcases the athlete's accomplishments, brand values, and NIL opportunities.
It's essential for athletes to be realistic about the time required and to prioritize their academic, athletic, and personal well-being.
Success is Unlikely Without Building a Personal Brand
Whether for college or high school athletes, building a personal brand is absolutely crucial for maximizing NIL (Name, Image, and Likeness) success. Here's why it's so important:
Differentiation: In a crowded field of athletes (550,000 in college; 8 million in high school), a strong personal brand helps an athlete stand out. It showcases their personality, values, interests, and what makes them unique.
Attracting Opportunities: A well-defined brand communicates who an athlete is and what they stand for. This clarity makes it easier for brands and businesses to see how the athlete aligns with their values and target audience.
Building Trust and Authenticity: A genuine personal brand builds trust and authenticity between an athlete and their audience. People are more likely to support and engage with athletes who they perceive as relatable and authentic.
Expanding Reach: A strong brand presence allows an athlete to connect with a wider audience, attracting NIL opportunities.
Building a personal brand takes time, effort, and consistency. However, it's an investment that can pay off significantly in terms of NIL success and long-term career opportunities.
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