NIL has completely changed the game for student athletes — but the process of how deals actually work can feel murky. Here's a plain-English explanation of how it all comes together.
Step 1: Establishing Your Value
Before any deal can happen, a brand needs a reason to work with you. That usually comes down to one or more of these things: your athletic achievements, your social media presence, your marketability in a specific community or niche, or your recruiting status. The bigger your platform, the better deals you can attract. But even local athletes with smaller audiences can attract local sponsors.
Step 2: Finding the Opportunity
NIL deals can come to you (brands reach out), or you can go looking for them. Options include:
- Directly pitching local businesses (think: the gym, the sports apparel store, the restaurant chain sponsoring your school's scoreboard)
- Using NIL marketplaces or apps that connect athletes with brands
- Working with a sports agent or NIL consultant (less common for high schoolers, more common at the college level)
- Setting up your own NIL income stream through merch — where you're essentially your own brand partner
Step 3: Negotiating and Agreeing to Terms
Once there's interest from both sides, you agree on what you'll do (post twice a month, wear their hat in photos, appear at one event per quarter), how much you'll get paid, and when. Some deals are one-time; others are ongoing partnerships. Get the terms in writing — even a simple email confirmation protects both sides.
Step 4: Delivering and Getting Paid
You do what you agreed to: post the content, make the appearance, fulfill the deliverable. The brand pays you — typically by PayPal, direct deposit, or check. Keep records of all payments for tax purposes.
For merch deals through platforms like Influxer, it works differently: you set up your store once, and payments come in automatically as fans buy your gear. It's more passive — you're not negotiating individual deals, you're earning from a store you own.
What About Compliance?
This is crucial. In high school, every deal needs to comply with your state athletic association's rules. Most states prohibit using school branding, require disclosure to your AD, and ban certain categories of sponsors. College athletes have their own compliance requirements through their institution. Never skip this step — your eligibility is at stake.
Ready to start earning? The simplest first step for any student athlete is merch. Create your free Influxer profile — no agents, no contracts, just your brand and your fans.