There is a moment I see often with young athletes.

They have talent. They have discipline. They have the beginning of a public identity, sometimes before they fully understand what that means. A clip goes viral. A college coach calls. A local business reaches out. A brand wants a social post. Suddenly, a teenager who was focused on school, practice, and getting stronger is also being asked to think like a business.

That is the new reality of NIL.

NIL stands for name, image, and likeness. It gives student-athletes the ability to earn money from their personal brand, including their name, face, voice, reputation, social media following, and public presence. The opportunity can be meaningful. For some athletes, it may help cover school costs, training expenses, travel, or family needs. For others, it may become the beginning of a much larger professional platform.

But NIL is not simply “get paid because you are good at your sport.” The rules matter. The contracts matter. The way an athlete presents themselves matters. And for families, especially those navigating this for the first time, the most important thing to understand is this: NIL can open doors, but it can also create problems if an athlete moves too quickly without guidance.

In my work media training young athletes, rookies, college athletes, and professionals, I see the same truth again and again. Talent may get attention, but communication, judgment, and presence shape what happens next.

What Are NIL Rules for Student-Athletes?

NIL rules allow student-athletes to earn money from their name, image, and likeness while preserving their eligibility, as long as they follow NCAA, school, conference, and state rules. NIL can include paid social media posts, appearances, endorsements, merchandise, autograph signings, camps, clinics, licensing, content creation, and brand partnerships.

As of July 1, 2025, the NIL landscape changed significantly. Under the House v. NCAA settlement, Division I schools can directly pay student-athletes for NIL, and athletes may also negotiate NIL opportunities before enrolling at a school. At the same time, NIL regulations became more formal. Athletes must report NIL deals worth more than $600, and some deals may receive third-party review. To remain eligible, athletes must also stay enrolled and continue making progress toward a degree.

That combination, more opportunity and more oversight, means athletes and families need to slow down before signing anything.

NIL is a business opportunity. It’s also a reputation opportunity. Handled well, it can help an athlete build a stronger public identity. Handled carelessly, it can create eligibility, tax, contractual, or image problems that follow them longer than the deal itself.

How NIL Deals Work for High School and College Athletes

A typical NIL deal pays an athlete for specific use of their name, image, likeness, content, appearance, or personal brand. The deal may come from a brand, local business, nonprofit, camp operator, individual, collective, marketplace, or other organization.

NIL deals may include:

• A paid Instagram or TikTok post
• A local restaurant partnership
• A training-clinic appearance
• A commercial or digital ad
• A podcast guest appearance
• A youth camp coaching session
• A branded content series
• An autograph signing
• A licensing deal for merchandise
• A paid appearance at a store opening, fundraiser, or community event

For example, an athlete might promote a smoothie shop near campus, appear in a digital campaign for a training app, host a skills clinic for young players, create social content for a sports recovery brand, or partner with a local car dealership for a community event.

The details matter. A real NIL contract should spell out what the athlete is expected to do and what the brand is allowed to do with the athlete’s name, photo, video, or content.

What Should Be in an NIL Contract?

Before signing, families should look for the basic terms:

• Deliverables: posts, videos, appearances, hours, events, autographs, interviews, or content
• Usage rights: where the brand can use the athlete’s photo, video, voice, or content, and for how long
• Exclusivity: whether the athlete is blocked from working with competing brands
• Timing: start date, end date, renewal terms, and posting deadlines
• Payment structure: flat fee, per-post fee, hourly fee, royalties, product, or product plus cash
• Compliance requirements: school reporting, conference rules, NCAA rules, and advertising disclosures
• Exit terms: cancellation, missed deliverables, morality clauses, or non-performance language

This is where a simple opportunity can become complicated. A brand may not just be paying for one post. It may be asking for the right to use the athlete’s image in ads, paid media, retail displays, emails, or social campaigns long after the athlete has moved on.

That is why athletes should never treat an NIL contract like a casual DM.

NIL Compliance: What Athletes Need to Know Before Signing

NIL deals are allowed, but not every deal is safe.

The NCAA does not allow NIL payments to function as pay-for-play. In other words, an athlete cannot be paid for stats, playing time, wins, awards, or specific athletic performance. NIL also cannot be used as a disguised recruiting promise, such as “come to this school and this money is guaranteed.”

Athletes should also understand that some products or partnerships may be restricted by NCAA, school, conference, or state rules. A deal that seems harmless may conflict with a school’s existing sponsorship agreement. For example, if a university has an exclusive apparel or beverage partner, an athlete may not be able to promote a competing brand.

Before signing, student-athletes should speak with their school’s NIL or compliance office. If they are still in high school and being recruited, they should speak with the compliance staff or coaches at the schools they are seriously considering and, when appropriate, an NIL lawyer or legal advisor before signing.

NIL Go and the $600 Reporting Rule

For NCAA Division I athletes, NIL deals valued at more than $600 must be reported through NIL Go, a platform operated by Deloitte and overseen by the College Sports Commission. The review looks at whether a deal reflects fair market value and has a valid business purpose.

That phrase, valid business purpose, matters.

A brand deal should involve real work, real promotion, and real use of the athlete’s NIL. A paper deal with no meaningful deliverables, or a deal that pays far beyond reasonable market value without a clear business reason, can raise red flags.

NIL Deals Shouldn’t Replace Common Sense

Families should ask practical questions:

• What exactly is the athlete being paid to do?
• Who is paying?
• Is there a written contract?
• Has the school reviewed it?
• Does the deal conflict with team, conference, school, or state rules?
• Can the brand use the athlete’s image after the deal ends?
• Is the athlete giving up rights they may need later?
• Is the compensation reasonable for the work?
• Does the deal require social media disclosures such as #ad or “paid partnership”?
• Has the family planned for taxes?

A deal that feels exciting in the moment may not look as good after someone reads the usage rights, exclusivity clause, or cancellation terms.

NIL Brand Deals and Athlete Personal Branding

The smartest athletes don’t think of NIL only as money. They think of it as positioning.

That does not mean every athlete needs to become an influencer. It means every athlete should understand that the way they show up publicly now can affect recruiting, future partnerships, media opportunities, draft perception, and long-term career options.

I have worked with young athletes who were quiet in interviews, unsure how to talk about themselves, or afraid of sounding arrogant. I have worked with rookies who were talented but had never been taught how to answer a reporter’s question with clarity. I’ve worked with athletes who had great stories but didn’t know how to shape them.

That’s where NIL and media training overlap.

Brands are not only looking at stats. They’re looking at communication. They’re looking at judgment. They’re looking at how an athlete handles attention, pressure, criticism, and opportunity.

• Can the athlete speak with confidence?
• Can they tell a story?
• Can they represent a brand without sounding scripted?
• Can they handle a tough question without rambling or shutting down?
• Can they post online without creating problems for themselves, their team, their school, or the company paying them?

The athletes who learn those skills early have an advantage.

Why NIL Is About More Than Social Media Followers

A large following can help, but it is not the only path to NIL. Athletes at smaller programs, regional schools, and NAIA (National Association of Intercollegiate Athletics) programs may still find opportunities, especially when they have a strong local presence.

A thoughtful athlete with a smaller but engaged audience may be valuable to the right brand.

A local soccer player who coaches youth clinics every summer may appeal to a regional sports store. A volleyball player who speaks well about nutrition, recovery, and team culture may be a fit for a wellness brand. A swimmer with a strong academic story may connect with a tutoring platform or college-prep company. A quarterback who volunteers in the community may be a natural partner for a nonprofit fundraiser.

The strongest NIL opportunities often come from alignment. The athlete, the brand, and the message should make sense together.

NIL Tips for High School Athletes and Families

High school athletes need to be especially careful because NIL rules vary by state and school association. Some states allow high school athletes to sign NIL deals. Others do not. High school athletes should check their state association’s NIL policy before signing anything.

For high school athletes, NIL should never become more important than the long-term plan.

The scholarship matters. The school fit matters. The coaching staff matters. The academic opportunity matters. The athlete’s physical, emotional, and social development matter.

A young athlete who chases a quick NIL opportunity without understanding the rules may create eligibility issues before their college career begins.

High School NIL Questions to Ask Before Signing

Families should ask:

• Is NIL allowed for high school athletes in our state?
• Does this deal affect high school eligibility?
• Could this deal affect NCAA eligibility?
• Could this deal cause a problem with a future college program?
• Has the athlete spoken with the compliance office at schools they are considering?
• Does the contract include usage rights that continue into college?
• Is the athlete being asked to promote something that conflicts with school or NCAA rules?
• Has a qualified legal advisor reviewed the contract?

This is not about making families afraid of NIL. It’s about making sure opportunity does not move faster than understanding.

How Athletes Should Talk to College Coaches About NIL

NIL should be part of the recruiting conversation, but it shouldn’t take over the conversation.

A recruit who leads every discussion with money may send the wrong message. Coaches still want to know about work ethic, team fit, academics, maturity, coachability, and commitment. At the same time, athletes deserve to understand how a program handles NIL.

Ask coaches about school and conference NIL rules, the kinds of NIL opportunities athletes have had, and whether the program has an NIL coordinator.

A confident, appropriate way to ask might sound like this:

“I’m trying to understand how your program educates athletes around NIL. Is there someone in compliance or within athletics who helps players navigate opportunities and rules?”

Or:

“I know NIL rules can vary by school and conference. How do you help athletes make smart decisions while staying focused on the team and their academic responsibilities?”

That kind of question signals maturity. It shows the athlete is interested in opportunity, but not reckless about it.

NIL Communication Tips for Recruits

Don’t only ask, “How much can I make?”

Ask:

• “How does your program support athletes with NIL education?”
• “What kinds of brand or community opportunities have athletes here pursued?”
• “How do you help athletes balance NIL, school, and sport?”
• “Who reviews NIL deals before athletes sign?”
• “Are there any types of partnerships athletes here cannot accept?”

Those questions help families understand both the opportunity and the culture of the program.

NIL Social Media Tips for Athletes

Even if an athlete never signs a major NIL deal, their online presence matters.

Coaches, brands, agents, reporters, teammates, sponsors, and future employers may all look at what an athlete shares publicly. Social media can strengthen an athlete’s profile, but it can also create unnecessary risk.

A strong athlete presence online does not need to be fake or overly polished. It should be intentional.

Post content that shows:

• Athletic growth
• Training habits
• Team values
• Personality
• Community involvement
• Academic interests
• Leadership
• Gratitude
• Work ethic
• Healthy confidence

Avoid content that shows poor judgment, mocks teammates or opponents, attacks coaches, shares private team information, or creates questions about maturity.

This matters for NIL because brands want to know that an athlete can represent them well. It matters for recruiting because coaches want to know who they are inviting into their program. And it matters for the athlete because attention comes with scrutiny.

How Media Training Helps Athletes Build Value

Media training is not just for professional athletes on ESPN.

It’s for the high school recruit who needs to speak to a coach with clarity.

It’s for the college freshman who has never done an interview.

It’s for the rookie preparing for draft media, team content, community events, and brand appearances.

It’s for the athlete who has a powerful story but keeps answering in one-word responses.

It’s for the athlete who wants NIL opportunities but doesn’t know how to talk about who they are beyond their sport.

In my work, I help athletes learn how to:

• Answer questions without rambling
• Tell better personal stories
• Speak with confidence on camera
• Prepare for interviews and appearances
• Reduce filler words
• Handle tough or awkward questions
• Understand how body language affects perception
• Show personality without losing professionalism
• Build a clear personal brand
• Communicate with coaches, reporters, sponsors, and fans

Those skills are not cosmetic. They are career skills.

NIL Taxes, Records, and Responsibilities

NIL income is generally taxable. Many athletes receiving NIL money may be treated as independent contractors for tax purposes. Athletes should track income, expenses, tax forms, and potential self-employment tax obligations.

This is another reason families should stay organized from the beginning.

Keep records of:

• Contracts
• Payment dates
• Invoices
• Screenshots of posts
• Links to content
• Appearance confirmations
• Travel expenses
• Equipment costs
• Editing costs
• Agent or advisor fees
• Tax forms

A teenager earning NIL money is also learning how to run part of a business. That requires support.

What Parents Should Know About NIL Deals

Parents are often trying to protect their child while learning the rules in real time. That can be difficult because NIL sits at the intersection of sports, law, marketing, education, taxes, recruiting, and personal branding.

The best role a parent can play is not to chase every opportunity. It’s to help the athlete ask better questions.

Before saying yes to an NIL deal, pause and ask:

• Is this good for the athlete’s future?
• Does this fit who they are?
• Is the brand appropriate?
• Is the contract clear?
• Has compliance reviewed it?
• Has a lawyer reviewed it if the deal is significant?
• Does the athlete understand what they are agreeing to?
• Will this create stress during school or season?
• Does this help build the athlete’s reputation or simply create noise?

A good NIL deal should not only pay an athlete. It should make sense for the athlete.

NIL Rules Are Changing, But Reputation Still Matters

NIL has created an opportunity that many athletes deserved for a long time. Student-athletes can now earn income from the attention, work, and public value they help create. That is a major shift.

But one thing has not changed: reputation still travels faster than paperwork.

How an athlete communicates matters. How they show up matters. How they treat people matters. How they represent a team, school, sponsor, and family matters.

A great NIL opportunity can put an athlete in the spotlight. Strong communication skills help them handle that spotlight with more confidence and control.

For young athletes, rookies, college players, and families, the goal should not be to grab every deal. The goal should be to build something sustainable: a strong athletic career, a clear personal brand, a trustworthy public presence, and the judgment to know which opportunities are worth taking.

NIL can be exciting. It can be valuable. It can also be complicated.

The athletes who do best will not only understand the rules. They will understand their voice.

Ready to Help Your Athlete Build Confidence On Camera and Off?

Alison Deyette Media works with high school athletes, college athletes, rookies, professional athletes, teams, and families to strengthen communication skills, media presence, interview confidence, storytelling, and personal brand strategy.

Whether an athlete is preparing for recruiting conversations, NIL opportunities, press interviews, draft media, brand partnerships, social content, or public appearances, the right coaching can help them speak with more clarity, confidence, and control before the attention gets bigger.

For more media training insights: Interview Mistakes Athletes Make and How to Fix Them and What Every Athlete Should Say After a Tough Loss

Alison Deyette, CEO of AlisonDeyetteMedia, is a seasoned executive media trainer, public speaking coach, and presentation skills expert with more than 20 years of experience across media, entertainment, television, and live events. As a recognized TV host and style expert seen on EXTRA, The Kelly Clarkson Show, Access Hollywood, Today, KTLA, The View, and more, Alison brings a rare dual perspective: she knows what it takes to perform in front of the camera, and she knows how to shape the message behind the scenes. Through her media training for athletes and executive coaching work, she helps high school athletes, college athletes, rookies, professional athletes, teams, CEOs, founders, celebrities, musicians, influencers, and public-facing leaders speak with power, clarity, confidence, and personality without sounding rehearsed. She has interviewed nearly 500 celebrities, coached clients for press junkets, festival circuits, post-game interviews, NIL opportunities, brand partnerships, draft media, social content, investor pitches, and public appearances, and has worked with rising stars from the NBA and NFL, Planned Parenthood Federation, Meta, Rag & Bone, and LAAMP Music Academy. Known for an honest, direct approach with enough humor to keep the process human, Alison helps clients move from uncertain and over-rehearsed to grounded, clear, and fully themselves before the spotlight gets bigger.

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