Think NIL Is Just for Big Brands? Here’s How Small Businesses Can Win Too

This is not legal advice, but general information.

Since 2021, NCAA athletes have been allowed to monetize their personal brand through NIL deals. For small businesses, this creates a unique opportunity where you can connect with college athletes whose audiences overlap with your customers, often without a huge marketing budget. That said actually finding and solidifying a deal isn’t without challenges. Any business, whether small or large, must know how to find the right athletes, structure partnerships, and stay compliant with NCAA and school rules as they navigate the process.

Now, you might think NIL deals are really only for big brands or superstar athletes, but that’s just not the case. Small businesses across the country are using Name, Image, and Likeness partnerships to reach local audiences, boost engagement, and grow their brand in ways traditional advertising cannot.

This guide will show you how small businesses can get started with NIL, from finding and approaching athletes to creating simple, effective campaigns that deliver results while protecting your business and the athletes you work with.

Why Small Businesses Have an Edge

Big brands often focus on national reach, but small businesses succeed by building genuine connections within their local community. Partnering with student athletes from nearby colleges can be one of the most powerful ways to do that. It taps into something simple yet deeply effective: people love sports, they value their community, and they enjoy seeing local businesses support local talent. This creates a natural space for small businesses to strengthen their presence, increase visibility, and form lasting relationships with their audience.

Finding the Right Athlete

Finding the right athlete is more than scrolling profiles. Start by looking at your customers. Who buys from you, follows you online, or engages with your business? The athlete you partner with should have an audience that reflects your target market. For example, a local coffee shop is better served by a college athlete with mostly local followers than one with a national following that is not engaged in their area.

Next, consider the athlete’s personal brand. Are they involved in the community, promoting healthy habits, or creating fun, relatable content? Their tone and values should complement your business. Authentic alignment ensures the partnership resonates naturally with your audience.

Platforms like INFLCR, Opendorse, and MOGL make it easier to discover and connect with athletes. These tools help you identify potential partners, but simply connecting is not enough. Turning that connection into a successful campaign requires clear agreements, proper disclosures, and careful reporting to ensure compliance with NCAA and school rules. That is where I add value. I manage contracts, guide compliance, and structure partnerships to deliver measurable results while protecting both your business and the athlete.

Once you have a shortlist, reach out personally. Mention a recent post, highlight, or accomplishment, and explain why your business is a natural fit. A thoughtful message sets the stage for a strong collaboration and demonstrates respect for the athlete’s brand.

Tip: Personalization beats a generic message every time. Reference something specific and tie it directly to your business goals.

Making Contact Without Feeling Awkward

Reaching out to a student athlete can feel a bit intimidating, but it really doesn’t have to. In fact, like most things in business, keeping things simple will more than likely win the day. With that in mind, you want to shoot for short, personal, and clear messages is to get the conversation going.

You can reach out by email or through social media if your business already has an online presence, but there are also platforms designed specifically to connect businesses and student athletes, which can make the process easier and more professional. A few of the best known platforms that were created for the sole purpose of streamlining this process include INFLCR, Opendorse, and MOGL. On each, you can see requested price points for different student athletes, what services their offering, and much more.

That said, even when using these platforms, it’s important to remember that simply finding an athlete isn’t enough. Your initial message should show that you understand who they are, explain why their audience aligns with your business, and offer something of value upfront, like a free product or service. You might also suggest a small, low risk meeting or pilot collaboration, such as one post or story, to test how well the partnership fits.

Here’s an example message you could use:
“Hi [Student Athlete Name], I came across your profile and was impressed by your social media presence. I run [Your Business Name] in [Location] and think your personal brand aligns well with our values. Would you be interested in discussing a potential collaboration? Looking forward to hearing from you.”

Simple Deals That Actually Work

Now, it’s not uncommon for people to think of big companies Nike or Adidas signing superstar athletes when they think of NIL deals. However, the reality is that midsize companies and small local businesses are making big moves, just on a smaller scale. With that understanding, you don’t need a seven-figure budget to see results from a marketing campaign. Instead, the key is having a strategy that works for your business.

Here are a few first-step strategies:

• Give a free product or service in exchange for a post or story
• Pay a flat fee for a feed post plus a couple of stories
• Offer a promo code to track sales directly from the athlete’s promotion
• Invite athletes to appear at your store or an event, such as a weekend pop-up or meet-and-greet

To see how this works in practice, consider a small sandwich shop in Hammond, Louisiana called Stuffed! Potatoes & Poboys. This small business partnered with student athletes from their local college, Southeastern Louisiana University, using social media to create content that both promoted the business and showcased the athletes in a fun, down to earth way. While exact metrics aren’t publicly available, their active Instagram presence, nearing 1,000 followers, suggests strong community engagement and brand visibility without having to break the bank on the campaign.

Long story short, this approach benefits everyone involved. Business gain exposure, athletes have an opportunity to grow their personal brand, and the school often times receives recognition as well. The key is authentic, local partnerships that reflect community values and interests.

Making NIL Work Safely for Your Business

So up to this point, you’ve found the right student athlete, built a connection, and mapped out a campaign. Now comes the step most small businesses overlook: making sure the partnership is solid, professional, and safe for everyone involved. That’s where I come in.

I guide businesses through the details of the process so the campaign can succeed without unnecessary risk. That starts with contracts. I draft (and review) agreements that clearly define what the athlete will do, when it will happen, and how they will be compensated. At the same time, I make sure the agreement addresses all NCAA, school, and state rules so both parties are protected and confident in the partnership.

Beyond contracts, I’m also equipped to advise on compliance and disclosures as well, so your business stays above board while maximizing the marketing value of NIL. In short, I make NIL practical and achievable, so small, mid-size, or even large businesses won’t need to guess at contracts, rules, or strategy surrounding NIL. If you want to explore NIL for your business and make it effective and safe, reach out today for a consultation or sample agreement.