Build Your Athlete Brand (Before You Get an NIL Offer)
Even before signing day, your athlete’s image and reputation matter. Learn how a strong, clean brand can open doors for NIL deals (and even scholarships!).
Want to know a secret? Most NIL deals don’t just happen because you're the fastest, strongest, or most talented athlete. They happen because you have a strong personal brand. Good news: You don’t have to be famous (or even in college yet) to start building one. Here’s how to set yourself up for NIL success — even before the first deal lands in your DMs:
What Do You Want to Be Known For?
Every brand starts with identity. Ask yourself:
What are my top 3 strengths?
What do I care about off the field/court?
What kind of message do I want to share?
Example: A softball player who’s passionate about fitness, positivity, and leadership.
Write a short bio (2-3 sentences) that sums up your story. Think of it like your “About Me” for future brands!
Keep Your Social Media Clean and Consistent
Brands always check your Instagram, TikTok, YouTube, and even old Twitter posts before offering a deal. (Seriously — even stuff from 7th grade can pop up!) They want athletes who are positive, respectful, and relatable. Do a quick social media audit. Delete anything you wouldn’t want a coach, brand, or your grandma to see. (Stack Sports)
Good Post: Game highlights, workouts, family, school events, hobbies.
Bad Post: Trash-talking, illegal activity, negative comments.
Create Content That Shows Your Personality
Brands want to work with real people, not robots. And, you don’t need fancy cameras. A regular phone video with good lighting works! Post a mix of:
Game highlights
Practice sessions
Behind-the-scenes life (travel, team meals, game day fits)
Hobbies or causes you love
Motivational or leadership moments
Stay Active and Consistent
You don't have to post every day, but you should show up regularly. Even 2-3 posts a week can keep you top of mind for brands looking for their next ambassador. Focus on quality over quantity. A few strong posts beat 20 random ones.
Start Networking (Yes, Even Now)
NIL deals often come through connections. That might mean introducing yourself to local business owners, connecting with college recruiting coordinators, and building relationships with teammates, coaches, and trainers. Be polite, professional, and curious. You never know who might introduce you to your first brand deal!
Final Thoughts
Building your athlete brand early is like planting seeds — you won’t see deals pop up overnight, but the athletes who start now will be ready when opportunity knocks.
Need a full step-by-step guide to create your brand? Download our Build Your Athlete Brand guide.
Sources:
Stack Sports: Social Media Tips for Athletes
NCSA: How to Brand Yourself as a Student-Athlete
INFLCR: Building Your NIL Brand
