Navigating the world of Name, Image, and Likeness (NIL) opportunities can feel overwhelming, especially for athletes outside of Division I programs. While national brands tend to dominate the headlines with high-profile, big-money deals, countless athletes find success closer to home by partnering with local businesses to win NIL deals. These hometown and college-town partnerships are golden because they’re more accessible and allow you to build strong connections with your community with short- and long-term benefits.

Local businesses, such as restaurants, gyms, retail stores, and others, are eager to collaborate with athletes who can help them reach new audiences and build deep ties with their buying public. 

For many of these businesses, working with a local athlete isn’t only about a sponsorship arrangement; it’s about aligning shared values and supporting ‘homegrown’ talent. Whether you are a high school standout or a college athlete, your local connections and personal story are the foundation for successful NIL partnerships.

Focusing on opportunities in our immediate area can help you take the first steps toward building your NIL portfolio. This approach can help you gain valuable experience and lay the groundwork for scaling to larger deals in the future.

Let’s take a look at the five core strategies that help you get this done.

The 5 Proven Strategies to Win NIL Deals

Here they are:

1. Know your athlete personal brandf
2. Research local businesses open to NIL partnerships
3. Leverage your college or community network
4. Create and share a strong pitch
5. Build relationships for long-term success

Let’s take a look at each of these in detail.

Know Your Athlete Personal Brand

Your athlete personal brand is the foundation of any successful NIL opportunity, and the first step is to identify and define your unique selling point (USP). 

The first question to ask yourself is: What sets you apart as an athlete? 

Maybe it’s your athletic performance, but it’s more likely your leadership qualities, strong beliefs about a particular topic, or the ties you’ve built within your community. Understanding your USP helps you position yourself as more than just a player. It frames you as a relatable, valuable partner for local businesses looking to tap into your audience.

Once you’ve defined your USP, it’s essential to showcase it effectively. Highlight your values and ties to the community in ways that attract potential partners. For instance, if you’ve volunteered locally or are active with a particular cause, weave these elements into your story. A strong social media presence is also key. 

Sharing content that reflects your personality, achievements, and connection to your community is essential. If you haven’t already, you need to build a simple portfolio website with relevant stats, action photos, and previous collaborations to give businesses a clear picture of your impact. 

By defining and refining your brand, you make yourself more appealing to businesses and demonstrate your professionalism and readiness for NIL opportunities. This groundwork ensures local companies see you as a trustworthy partner capable of amplifying their reach while aligning directly with their values.

Once you have this dialed in, the next step is to research local businesses open to NIL partnerships.

Research Local Businesses Open to NIL Partnerships

Finding NIL opportunities starts with identifying businesses in your hometown or college town that need to find ways to boost their brand visibility. Many small and mid-sized companies see NIL partnerships as an affordable way to connect with their local community through athletes with strong name recognition. 

When you consistently win NIL deals with local businesses, it can become a mini-industry that doesn’t require you to have to land deals with larger brands, and all of the other headaches that can tend to come along with that process.

The key is to target industries that naturally align with sports or fitness or are vested in engaging with a younger audience.

Here are five target industries to consider:

1. Gyms and fitness centers – Ideal for athletes promoting wellness, training programs, or supplements.
2. Restaurants and cafes – Many local eateries partner with athletes for promotions, discounts, or brand endorsements.
3. Retail stores and sporting goods shops – Businesses selling athletic apparel or sports equipment often seek athlete partnerships.
4. Health and wellness brands – Physical therapy clinics, nutritionists, and supplements companies are great fits for athletes.
5. Local services businesses – Barbershops, car dealerships, and small businesses may want to associate with athletes to attract new customers.

Finding Verifiable Contacts

To effectively reach out to these businesses, you need to find verifiable contacts for each you would be appropriate to target.

Here are a few resources you can use to get started:

1. Google Maps and Yelp – Search for highly rated local businesses that align with your brand and make a list of potential partners.
2. Check LinkedIn and social media – Look for business owners, managers, or marketing directors who might be open to NIL collaborations.
3. Leverage alums and community networks – Many local businesses are owned by former athletes or alums who inherently understand the value of NIL deals.

Once you’ve identified potential partners, focus on businesses that share your values and interests. If you’re passionate about fitness, reach out to local gyms. A popular local restaurant could be a great fit if you’re active on social media and enjoy food content. 

Aligning with brands that reflect your personality and lifestyle makes your NIL pitch more authentic and increases the likelihood of a successful partnership.

As you’re doing the work to identify potential sponsors, it’s also important to take the time to leverage your college or community network.

Leverage Your College or Community Network to Win NIL Deals

One of the most overlooked ways to win NIL deals is to tap into your existing network. Many alums, local business owners, and community leaders strongly desire to support local athletes, especially those representing their alma mater.

Reaching out to alumni who own businesses or hold key decision-making roles can help you open doors to NIL partnerships that companies might not publicly advertise. Platforms like LinkedIn and alumni directories are great starting points for identifying and connecting with potential sponsors.

Here are three specific ways to expand your network to win NIL deals:

• Engage with alumni networks – Many former students own businesses or hold leadership roles and are eager to support local athletes, especially if they played sports at a high level themselves.
• Attend community networking events – Chamber of Commerce meetings, business expos, and local fundraisers are great places to meet business owners.
• Participate in college-sponsored events – Your college or university may host career fairs or networking mixers where businesses look to partner with student-athletes.

Another valuable resource is your college’s athletic department. 

While some schools – typically NCAA Division I schools – have dedicated NIL support, even those without formal programs can help you build connections to businesses that already sponsor teams or donate to athletic programs. Coaches, administrators, and boosters may also have relationships with local companies willing to work directly with athletes on individual NIL deals. 

Taking the initiative to ask for introductions or guidance can set you apart and help you establish long-term partnerships that match your goals and values. 

You need to develop a strong outreach strategy to reach the right people and make enough of an impact to start a conversation.

Create and Share a Strong Pitch

Once you’ve identified potential NIL partners, the next step is reaching out to them with a compelling pitch. 

Whether you’re sending an email, a direct message on social media, or even making an in-person introduction, your pitch needs to be clear, concise and focused on mutual benefits. Businesses want to know how partnering with you will help them grow, so your message should highlight your personal brand and how you can deliver value to their audience.

Here are four tips for crafting a compelling pitch:

1. Start with a strong introduction – Briefly introduce yourself, provide your athletic background, provide some personal information, and explain why you’re reaching out.
2. Highlight what makes you unique – Mention your personal brand, community ties, or social media presence.
3. Showcase the business fit – Explain why their brand aligns with your audience and how you can help promote their products or services.
4. Keep it short and direct – Business owners are very busy, so it’s important to get the point while maintaining a friendly and professional tone.

A Well-Crafted ‘Pitch Backbone’ to Win NIL Deals

Any well-crafted pitch includes a backbone of four particular elements.

Here they are:

1. A personalized connection – Reference something specific about the reader’s business to show that you’ve done your research.
2. Your audience reach – Share social media stats, engagement metrics, or any local recognition that makes you stand out to someone who would consider investing in you.
3. A clear call to action – Ask for a quick call, a meeting, or next steps to discuss potential partnership details and move closer to working together.
4. A portfolio or website link – Provide a way for them to quickly learn more about you and see examples of your content.

A well-crafted pitch helps you win NIL deals and sets the stage for long-term collaborations. By positioning yourself as a valuable partner rather than just asking for a sponsorship, you increase your chances of building meaningful business relationships beyond a single deal.

The quality of the long-term relationships you build will determine how well you’re able to take advantage of the NIL opportunities that are in front of you.

How to Build Relationships for Long-Term Success

Going through the steps to win NIL deals is just the beginning. 

Building a lasting relationship with your partners is what sets successful athletes apart when it comes to aNIL. There’s a direct business lesson here: Instead of viewing your deals as a one-time transaction, consider it a long-term collaboration where you and the business continue to benefit over time. 

Businesses are more likely to invest in you when you show how reliable and professional you are and that you have a genuine interest in their brand. The stronger your relationships, the more opportunities you’ll have for repeat deals, referrals, and even larger sponsorships.

Here are three keys to strengthening your NIL partnerships:

1. Communicate consistently – Check in with your NIL partners, update them on engagement metrics, and show appreciation for their support. 
2. Deliver value beyond expectations – Go beyond the contract by sharing extra social media posts, engaging with their brand online, or showing up for in-person events.
3. Follow up professionally –  If a business doesn’t respond to your initial outreach, send a polite follow-up message a week later to keep the conversation open. Then continue with occasional check-ins to resurface the conversation – you never know when it will be the right time, and patience can pay off for you!

Setting the Table for Strong Collaborations

When you work to strengthen your partnerships, you’ll naturally start to work together and find ways to continue to collaborate and work toward long-term success.

Here are three things to consider when it comes to setting the table for strong collaborations:

1. Host an event or activation – Partner with a local business for an in-person signing, a meet-and-greet, or a giveaway to drive more foot traffic.
2. Offer exclusive discount codes – Promote unique discount codes for your audience, helping brands track sales while increasing your value as a partner.
3. Share behind-the-scenes content – Give your audience a peek into your partnership by showcasing how you use or benefit from the business’s product or service.

By nurturing your NIL relationships, you position yourself as an athlete that businesses want to continue working with, making it much easier to consistently win NIL deals.

In Conclusion

Learning how to win NIL deals as a high school or college athlete doesn’t require a massive social media following or national brand recognition. 

Starting locally and using a strategic approach can unlock valuable partnerships in your hometown or college town. Focusing on defining your brand, researching the right businesses, leveraging your existing network, crafting compelling outreach, and nurturing long-term relationships will set you apart from other athletes simply looking for one-time deals.

The most successful NIL partnerships aren’t just about money; they’re about creating value for you and the businesses that invest in you. By treating each deal as the beginning of a long-term relationship, you increase your chances of securing even more lucrative opportunities down the road. Whether you have a goal to win NIL deals or are looking to scale your existing partnerships, the key is consistency, professionalism, and a willingness to engage with your community meaningfully.

Your path to NIL success starts with action! Start researching, reaching out, and building connections with the right people today.