Maximizing NIL Rights For Student Athletes – A Series..

Jan 29, 2024 | Endorsements, Marketing, NIL

[ THIS IS A MULTI-PART SERIES ON MAXIMIZING THE NIL RIGHTS FOR STUDENT ATHLETES – check back for updates]

Education-related benefits – that is the phrase the NCAA has hidden behind since its inception to limit athlete income, and it still does.

For decades, the NCAA ruling-body held a punishing grip on the eligibility student athletes. Athletes couldn’t eat pizza while watching game film if the pizza was purchased by the coach, couldn’t buy a used mattress from a coach (for fair market value), or receive a letter in an envelope larger than 9×12.

Yes, student athletes were able to put their talents to work – and get a free or discounted education.

Meanwhile, the NCCA is raking in b-b-b-billions each year.

But no kidding – these are all real violations from days gone by according to the Hallowed Be Thine NCAA who sat atop ivory towers and handed down harsh and oftentimes inconsistent penalties.

And then 2020 and 2021 happened. House vs NCAA and Alston vs NCAA, 2 court cased kicked the doors wide open for student athletes and NIL compensation.

So here we are – an era in college sports that is unlike any other – where athletes can be rewarded for their talents and hard work.

And here we are – Impact Fans – a resource unlike any other where athletes are rewarded and brands get advantages in reaching buyers. [ shameless plug ]

So let’s talk briefly about how to maximize the NIL rights for student athletes – in the current NCAA, regulatory, and athletic environments.

FIRST

Realize you are experiencing some measure of exploitation already – so protect yourself more than you want to get paid.

Let’s start with that phrase – exploitation, exploit.

Heads up, the school is exploiting you for their gain and it’s ok. You’re ok with it, they’re ok with it, it’s perfectly ok right here. They need your talent on the roster, so they are choosing to exploit your ability for their gain. It’s a trade off and it’s actually really valuable if you graduate because you’ll make about $1.2 million more dollars in your lifetime than someone who’s highest schooling is a high school diploma.

So you play now, you play on their field, work out in their complex, wear their gear, etc. – so they get their team and sport. They exploit you for your talents, you exploit them for an education and lifelong benefit. And some cool gear and experiences along the way.

But you need to keep this in mind when any and every NIL opportunity comes your way. You are being exploited, the question is how? And are you ok with it?

For Example – A local hair salon offers to pay you $500 for a Instagram Reel promoting them, they’ll even throw in a free ____ whatever you want – do you take it?

They are exploiting your name, accomplishments, brand, and reach of your social account. They’re hoping you say “yes” and the exposure they get turns into new customers. You have to consider if you’ll lose some trust and faith from your followers by saying “yes” to that direct promotion.

Are they going to keep following you when you push out a commercial for the salon? Maybe, likely, possibly, probably? (rising inflection)

But at the end of the day in any example – you are being exploited in exchange for value and you have to understand that. It’s not just free money because you’re an athlete, there is some measure of cost to saying “yes” and you need to protect yourself and your brand.

If you overdo it, if you overexpose yourself, your image and brand will suffer and then nobody will want you to endorse anything. So you have to protect yourself from some opportunities or else you’ll find the end of the road, and then you stop getting paid.

TWO

Play the long game – it’s always worth it.

Ok, now that you better understand the trade off – some of your time and image, in exchange for money – if you want to maximize your return, maximize your rights, maximize your opportunity – you have to play the long game.

But not too long, you’re only in college for 3 to 4 to 5 years. [ Or 9…?!? ]

For real – the long game in marketing means – bigger picture. And that always translates to bigger and more revenue. As an athlete, you need to consider all the opportunities and ask yourself – does this help me grow my brand? Does this increase my exposure for growth? Or does this expose me and my brand?

You’re either building or your tearing down – there is no in between in NIL, money, marketing, business, or opportunity. Because if you’re not building, someone else is – and the more they build the easier it is for them to pass you and they get the bigger bag.

Just because you have the right to earn it, just because you have the right to take it – doesn’t mean it’s something you should take, engage, or agree to.

I realize the window is tight for student athletes. I realize the window is small or short for some student athletes. I realize some athletes don’t have much – if any opportunity at all. And that is what I’m talking about – if you have little to no opportunity – and it doesn’t sacrifice your brand, ethics, eligibility, or any other valuable attribute – take it! You’ve earned, you deserve it, and thanks to NIL rules and regs you can take it and keep your eligibility.

But you still should think about the long game…

For Example – A bar asks you to do a promo Instagram Reel for $500 and free drinks for you and 3 friends on a Friday night, no cover charge.

You say yes, pull out your phone, talk about how much you love the place, drink specials, TVs, pool tables, lounge area, etc. You tag them, it’s a collaborative post so they can push out your post to their followers too.

Cool, you got some easy cash, no bar tab on Friday. Everything is fine, you finish the season, graduate, and start applying for jobs.

Heads up – it’s a thing now – employers check your social media.

Your account is public after all, it has to be to get the Reel seen by folks back when you were in college. Same thing for grad school, they’re going to check you out before they let you in.

Is that $500 Reel something that could come back to you?
Could it prevent you from getting a job, say… as a teacher?
Want to join the military, would this or could this hold me back?

Will the grad school or additional education opportunity be worth more than $500 and a $200 bar tab?

This is the long game.

Let’s shorten the long game and put this another way to make the point matter right now – Will other advertisers want to align with you, when you’re aligned with a bar?

The answer isn’t 100% certain, and in order for you to maximize your rights as the talented athlete, with tremendous opportunity – think about the full picture, the big picture.

Near and far, don’t jump at every opportunity because it’s $ and it’s fun.

TO BE CONTINUED

We’ve got 3 more considerations for you on maximizing your NIL rights as a student athlete coming!