The High School Athlete's NIL Guide: Brand, Business, and Income

The NIL (Name, Image, and Likeness) era demands athletes treat their reputation as a revenue

source. Brands pay for attention, professionalism, and trust, not just talent.

Steps for the Athlete

1. Protect Eligibility: Maintain academics and know your state's NIL laws. Crucially, do

not use school logos, uniforms, or property for sponsored content.

2. Build Your Digital Resume: Your social media is your professional resume.

○ Audit: Delete anything unprofessional.

○ Expand Your Brand: Post highlights, workouts, community service, hobbies,

and academics to show you're more than an athlete.

○ Engage: Post consistently to build an engaged audience.

3. Act Like a Pro:

○ Professionalism: Use a professional email for bios.

○ Taxes: Set aside ~30% of all NIL income for taxes.

○ Contracts: Never sign anything without a parent or legal review to avoid harmful

exclusivity clauses.

4. Hometown Advantage: Focus on local businesses. Don't ask for money; offer value

(e.g., sponsored posts, appearances) by explaining how your platform can drive

customers to their business.

Coach's Role in NIL Preparation

Coaches must integrate NIL guidance into player development:

● Brand Workshop: Teach players that character, academics, and community service

build a better brand than stats alone.

● Time Management: Enforce clear boundaries: no NIL activities during practice, film, or

in the locker room.

● Financial Literacy: Invite professionals (CPAs, advisors) to speak about taxes and

contracts.

● Networking: Help players practice professionalism by introducing them to local business

owners.

● Compliance: Maintain and share a summary of rapidly changing state and athletic

association NIL rules.