What Is NIL and How Can I Make a Career Out of It?

A little over three years ago, the sports industry changed forever when the NCAA adopted an interim policy on name, image, and likeness (NIL). Now, student-athletes can profit from their personal brand, making money from sponsorships, autographs, personal appearances, podcasting, blogging, merchandise, public speaking, and beyond.

One of the most notable recent NIL deals involved former Iowa basketball star Caitlin Clark’s $28 million shoe contract with Nike – a deal she signed while still in college. And, this spring, 10,000 NCAA football players opted in to appear in EA Sports College Football 25. The payout? A minimum of $600 apiece, plus a copy of the game.

While the NIL landscape is highly complex and laws vary by state and even by school, its impact is clear: This $1.67 billion market is creating new and exciting career opportunities across the sports industry.

Types of NIL Employers

You don’t have to be a star athlete raking in endorsements, sharing sponsored viral TikTok videos, or selling autographed jerseys to make a career out of NIL. Anyone can land a job in NIL with the right skills, experience, and motivation.

Most job opportunities in NIL involve working closely with athletes to enhance their public profiles, manage their personal brands, and leverage their NIL effectively. Such jobs may exist within agencies, consultancies, and other organizations aiming to market and elevate NIL athletes’ and influencers’ brands. It’s also possible to find NIL careers within schools and universities, which are increasingly hiring personnel to support their growing NIL programs.

NIL collectives are another type of NIL employer to consider. NIL collectives are organizations typically formed by alums, fans, or other supporters of a college sports team to facilitate and manage endorsement deals for college athletes. These collectives pool resources to help athletes capitalize on their NIL rights.

Popular NIL Jobs in the Sports Industry

Whether you work for an agency, school, collective, or another type of business, you’ll find these 10 popular NIL sports jobs and career titles in this booming marketplace.

• Sports Marketer: Sports Marketers develop and execute marketing strategies for athletes, including endorsement deals, sponsorships, and brand partnerships.
• Talent Agent: Talent Agents represent athletes and manage their NIL opportunities, negotiating contracts, and securing deals that align with their brand.
• Public Relations Specialist: PR Specialists manage the public image of athletes, handling media relations, press releases, crisis communications, and public appearances.
• Social Media Managers: Social Media Managers create and manage social media content for athletes – crafting posts, engaging with fans, and coordinating sponsored content.
• Content Creator: Content Creators develop engaging content for athletes, including videos, blog posts, and social media updates, to promote their personal brand or partnerships.
• Event Coordinator: Event Coordinators plan and manage events where athletes are featured, such as launch parties, charity functions, or promotional appearances.
• Sponsorship Coordinator: Sponsorship Coordinators identify potential sponsors and manage relationships between athletes and brands to secure and maximize sponsorships.
• Sports Analytics Expert: Sports Analytics Experts use data to analyze the impact of NIL deals, providing insights and recommendations to optimize marketing strategies.
• Legal Advisor: Legal Advisors provide legal guidance on NIL contracts, ensuring compliance with regulations and protecting the interests of athletes and brands.

Skills Needed for NIL Jobs

Skills needed for NIL jobs vary depending on the roles you’re pursuing, but these are the most commonly desired competencies for NIL job candidates.

Marketing and Brand Management Skills

A majority of NIL jobs involve athlete marketing, so you’ll need a proven ability to devise and implement creative, innovative, and effective marketing strategies tailored to athletes’ personal brands. You’ll also need to understand industry trends, audience preferences, and competitor activities to best execute your marketing initiatives. Experience with social media platforms, content creation, and generative AI are “musts.”

Public Relations Proficiencies

NIL PR professionals must possess strong verbal and written communication skills to manage media relations and public appearances. You’ll need to know how to interact with news outlets, handle press inquiries, and build relationships with media influencers. Crisis management – the ability to mitigate any potential negative publicity – is also vital.

Event Planning Expertise

For NIL candidates focused on event marketing, you’ll need organizational skills in order to plan and execute events, manage logistics, and coordinate with multiple stakeholders. Keen attention to detail is required to ensure every aspect of an event is carefully managed, from scheduling to the attendee experience.

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Legal and Compliance Know-How

If you’re working on the legal side of NIL, you’ll most importantly need to understand legal issues related to NIL contracts, intellectual property, and compliance with NCAA and other regulations. Successful candidates possess expertise in negotiating terms, securing favorable deals for athletes, and reviewing and drafting contracts and legal documents.

Sales and Sponsorship Savviness

Sales skills come into play in NIL when pitching and securing sponsorship deals and partnerships for clients. It’s also critical to know how to network and maintain relationships with brands and sponsors.

How to Find a Job in NIL

The complex NIL marketplace is quickly evolving, so breaking into this field requires a deep understanding of the industry. To begin your search for a job in NIL, spend time researching the sector, getting yourself up to date on NIL regulations and trends, and familiarizing yourself with major agencies, brands, and professionals who are active in NIL.

Once you determine which area of the NIL industry you’d like to work in, pursue the relevant education and training needed to develop the right skills. Often, degrees in sports management, marketing, communications, business, or law are most useful for obtaining NIL jobs. In addition, consider taking on internships, volunteer opportunities, and freelance work to grow your experience.

To support your job search, build a strong resume that highlights relevant skills, experience, and accomplishments. Tailor your resume to emphasize your understanding of NIL and related areas. If applicable, create a portfolio showcasing your work in marketing, content creation, event planning, or another relevant field.

Where to Find a Job in NIL

To find a job in NIL, use one of your most valuable job-search assets: networking. Attend conferences, workshops, and seminars related to sports management, marketing, and NIL; connect with NIL professionals on social media; and join professional organizations and groups, such as The National College Players Association (NCPA) and The Collective Association. The people you meet may not only be able to point you toward a job opening but also serve as a reference or mentor along the way.

Of course, job boards like WorkInSports are an excellent bet for finding your first or next NIL career opportunity. Start your search for NIL sports jobs on WorkInSports and visit our Job Seeker Resource Center for more actionable tips to make your passion your career.