🏅NIL opportunities have evolved way beyond basic sponsorships

Hi everyone,

Today’s guest post comes from a repeat NIL Wire author, Sarah Knott, who wrote last month about how much younger the world of NIL is getting. Today’s story is a fun one: about all the creative avenues NIL is taking, and what could come next. Read on!

— Joan

NIL opportunities have evolved way beyond basic sponsorships

by Sarah Knott

When the NCAA opened the door to NIL opportunities, few expected just how creative and value-driven college athletes would be. Many NIL stories go far beyond basic sponsorships, showcasing innovation, bold entrepreneurial spirit and the kind of light-hearted humor that makes sports fun. From core values to dad-joke puns, here are five standout examples: 

1. Mission-Driven NIL 

What makes mission-driven NIL interesting right now is twofold: what’s working — and what’s not. 

Philanthropic NIL collectives, created by schools to connect athletes with community causes, sound promising in theory but haven’t yet gained traction in practice. Both Washington’s Montlake Futures collective and Michigan’s Hail! collective, which aimed to broker community-focused and NIL-compliant opportunities, have shut down. Still, while these larger efforts have faded, individual athletes continue to push mission-driven NIL forward in meaningful ways. 

Former Auburn Tiger Sophia Groth-Davila chose two non-profits for NIL support during her gymnastics career: Baby Steps, an organization for young students who are also parents, and Never Thirst, a clean water initiative benefiting communities in Africa and Asia. Groth-Davila generated awareness by posting images, messaging and events on her social media channels and spreading the word in interviews, press events and appearances. 

Mission-driven NIL is benefiting players’ teams, as well. Arizona State quarterback and Heisman-hopeful Sam Leavitt recently announced that, for the second year in a row, proceeds from his merchandise sold on Mark Cuban-backed Campus Ink and NILstore.com will be shared with his teammates. This profit-sharing gesture is no doubt team-building and motivating, which could inspire others to follow suit. In addition to giving back to the ASU program, Leavitt also donated $15,000 to the Pat Tillman Foundation this spring. 

2. Supporting Characters 

Athletes aren’t the only people cashing in on NIL. Anyone in the orbit of an NCAA team has a shot. The most famous example might be Amir Khan, the McNeese State basketball team manager, who secured NIL deals this spring, reportedly with more than 10 brands. He was the first manager to hit it big, but most likely not the last. Could “team trainer” or “volunteer coach” be the next hot jobs for young entrepreneurs with big ideas? 

Even pets are getting in on the action. In 2021, Arkansas tight end Trey Knox and his dog, Blue, promoted Petsmart through social media and content generation, becoming the first pet/athlete duo to land a partnership. More four-legged friends followed, including Dubs, the unofficial mascot and therapy dog for the Montana women’s basketball team, which inked an NIL deal with Elkhart Dog Chews. (Proceeds went straight to the team.) With a bit more creativity, imagine the possibilities for future athlete/pet combos. Maybe a goldfish and a swimmer could partner with Goldfish crackers. Or a track star and a rabbit could link up with a speedy delivery service. Sit. Stay. Drive revenue!  

3. Team Dreams 

Although most NIL attention focuses on individuals, multi-athlete and team deals are popping up. It’s a fringe idea, but a few strong signals suggest it has potential. Earlier this year, for example, the Hofstra lacrosse team signed an NIL deal to promote financial literacy through Quantum Financial Advisors. And sports management agencies such as the Brandr Group are specializing in group rights deals, representing clusters of three to six NIL athletes at once. Perhaps a group approach can relieve the pressure from individuals. Maybe some athletes will feel more comfortable promoting a product or service as a team. Team chemistry could also be a factor. Whatever the motivation, there are a lot of interesting ways to group college athletes: by starting lineup, by position, maybe by former club teams or friendship. No matter how you slice and dice it, it’s an NIL idea to keep an eye on.

4. Big Puns 

Listen up, NIL athletes with unique names: The pun potential is just too good to ignore, and copywriters everywhere are waiting for you. Ever since former Nebraska wide receiver Decoldest Crawford signed an NIL deal with SOS Heating & Cooling, the search has been on for the next great name-based campaign. Take driverless car brand Waymo, which featured Texas quarterback Arch Manning, joined by dad Cooper and grandfather Archie, in a recent spot. The headline “Who’s Manning the Car?” checks every box on the brief: clear messaging, a product demo and generational casting relevant for fans of all ages. Or look at Raid’s 2024’s video spot with Baylor basketball duo Jeremy Roach and Darianna Littlepage-Buggs, who defended their turf at the fictional “Bug U.” That’s next-level wordplay, and leveled-up NIL. 

5. Small But Mighty

They may not have the collectives, but they have the heart. For the past two years, Division III athletes have earned the NIL Hustle Award at the annual NIL Summit. Amherst College (student body 1,900) football player Jack Betts won in 2023, and Laney Higgins won in 2024. Higgins, an Oglethorpe University (student body 1,500) volleyball player, was the first non-Division I athlete to sign a partnership with NILstore.com, with proceeds from her merchandise benefiting the Women’s Sports Foundation. No stranger to the idea of mission-driven NIL, Higgins also raised $4,700 with Meta for Extra Yard for Teachers and donated NIL earnings to the USF Concussion Center through a partnership with Q-Collar, a brain injury medical device. Throughout her career, Higgins also participated with Lululemon, Outback Steakhouse and Champs. 

Lancaster Bible College (student body 2,300) volleyballer Christian Herr is leveraging NIL opportunities to fuel his post-grad journey by growing his PMEvolleyball brand. His social media presence focuses on mentorship, sharing valuable tips, insights and inspiration for up-and-coming volleyball players. With D-I-level charisma and creative content — including a standout video inspired by volleyball anime “Haikyu” — Herr has plenty of runway to expand and promote the sport he loves. 

As the NIL continues to grow and evolve, these stories show it doesn’t have to be all about money. It can also be about imagination, teamwork and shared purpose. Each new freshman class brings thousands of personal brands, each one full of fresh ideas and new points of view. What five new NIL stories will we be talking about next year? 

Sarah Knott is an award-winning copywriter and creative director. She is also a shelter dog enthusiast.