The Emergence of a New Type of College Internship: Helping Student-Athletes Build Their Brands

In the current academic and professional landscape, college internships remain one of the most vital stepping stones for students transitioning from classroom learning to the workplace.

According to research from the National Association of Colleges and Employers (NACE), employers are increasingly using internship experience as a key differentiator when hiring new graduates. Employers responding to NACE's Job Outlook surveys have ranked internship experience as the most influential factor in hiring decisions when comparing two otherwise equally qualified candidates. This statistic highlights how important internships are for students hoping to stand out in a competitive job market.

While internships can be incredibly beneficial for students, access to these opportunities isn't equal. A recent report by the Business-Higher Education Forum found that almost half of the 8.2 million students seeking internships in 2023 couldn't find one. This disparity particularly impacts students from historically marginalized communities, including first-generation students, those from low-income backgrounds, community college students, and students of color.

Declining Traditional Internships, Rising Alternatives

Yet, the number of internships available are declining for several reasons, impacting both students and the job market.

One major factor is the ongoing shift in the economy and the rise of remote work. Many companies, especially in industries hit hard by economic downturns, have reduced or eliminated internship programs due to budget constraints and the logistical challenges of managing interns remotely. Smaller businesses, in particular, may lack the resources or infrastructure to support the mentorship and oversight that internships typically require.

Additionally, the COVID-19 pandemic accelerated changes in how companies approach internships. With many organizations transitioning to remote or hybrid models, traditional in-office internships have become less feasible, limiting hands-on learning experiences. At the same time, some employers have shifted to prioritizing full-time hiring over training and development roles like internships, focusing on immediate operational needs.

This decline is also fueled by the increasing reliance on automation, AI, and technology, which has changed the types of roles available to interns, reducing the number of entry-level learning opportunities once readily accessible to students. As a result, fewer internships are being offered, forcing students to seek alternative ways to gain practical experience.

A New Form of Internship Experience

But there is a fantastic new internship opportunity available!

Today, students studying marketing, branding, communications, public relations, sports management, and sales can put their classroom learning into practice by advising and supporting student-athletes in developing their social media brands. This kind of work mirrors a traditional internship, requiring students to help athletes increase their online presence, generate content, engage audiences, and prospect for brand partnerships and sponsorships.

What makes this unique is that these internships do not take place in a corporate setting; instead, students collaborate with athletes who often have limited time and resources to manage their personal brands.

In many cases, students act as consultants or brand managers, helping athletes with a variety of tasks, including:

• Increasing their network audience
• Creating and posting a steady flow of engaging social media content
• Prospecting and negotiating deals with brands, sponsors, and advertisers
• Authenticating the athlete’s personal brand and ensuring it aligns with their values and identity

By working closely with student-athletes, students majoring in marketing, branding, sales, and communication apply their academic knowledge to practical scenarios, mimicking traditional internships. This hands-on experience allows them to develop critical soft skills such as communication, teamwork, problem-solving, and time management, all of which are crucial for future career success. Furthermore, they build professional portfolios by creating tangible work samples that showcase their ability to contribute to real-world projects—something highly valuable to prospective employers.

In addition to skill development, students gain numerous professional advantages through these relationships. Networking opportunities arise as they collaborate with student-athletes, brands, and industry professionals, expanding their reach within their desired career fields. The potential for financial compensation through a revenue-sharing model incentivizes students to contribute meaningfully, while simultaneously recognizing their role in driving the success of student-athletes' personal brands. These experiences also deepen students' understanding of personal branding, marketing, business operations, and financial literacy, better preparing them for their future careers. For student-athletes, the partnership allows them to focus on their athletic and academic commitments while benefiting from the expertise of their peers in brand-building and managing NIL opportunities.

This new type of internship also taps into the growing importance of social media, personal branding, and the booming NIL landscape. For student-athletes who may not have the time or expertise to build their brands, partnering with classmates who specialize in marketing or communications is a mutually beneficial relationship. The student-athlete gets brand support while the student gains crucial experience, offering both parties a unique opportunity to excel.

The effort students put into these relationships can easily be categorized as an internship. The work is hands-on, requires strategic thinking, and involves valuable industry practices like digital marketing, audience engagement, and content creation—skills highly relevant to today’s workforce.

Real-World Experience in a Booming Market

The NIL market is still relatively new but growing rapidly.

According to recent reports, NIL opportunities have become a key focus for college athletes across the country, with over 500,000 student-athletes actively seeking ways to monetize their brand. This opens up a significant market for students to assist and participate in the process. By working directly with athletes to develop their social media strategies, students can gain real-world experience that rivals any traditional internship.

Furthermore, this type of experience is particularly relevant for students interested in pursuing careers in social media management, digital marketing, or athlete representation. They learn how to create and manage content, interact with a large audience, and negotiate brand deals, all of which are critical skills in today's job market. In many ways, this hands-on, collaborative work offers more practical experience than some traditional internships, which may focus more on observation than direct participation.

Potential Revenue-Sharing Opportunities

Although these internships may not offer upfront financial compensation, they could evolve into paid opportunities depending on the success of the work. A student assisting a high-profile athlete might help them secure sponsorships or advertising deals, generating real revenue for both the athlete and the student.

One potential model for payment could be a revenue-sharing program, similar to the structure used in the e-commerce app ecosystem by Apple. In this model, the student could negotiate to receive 30% of the revenue generated from brand deals, merchandise sales, or other NIL-related opportunities.

Most student-athletes would likely be open to this kind of arrangement. For athletes, who are often time-constrained and focused on their sport, having someone manage their brand is invaluable. Any income generated through this arrangement would be considered "found money" for the athlete, especially if they can secure deals without having to make traditional appearances or adhere to rigid schedules. The flexibility and passive income potential would make this partnership appealing to many athletes, especially as NIL opportunities continue to grow.

Conclusion: A Win-Win Opportunity for Students and Athletes

As internships become harder to secure, creative and entrepreneurial students can carve out new opportunities in the booming NIL space. Helping student-athletes manage and grow their brands is an innovative way for students to gain valuable experience while simultaneously helping their peers succeed in the NIL marketplace. While the work may begin as a non-paid internship, the potential for revenue sharing offers an exciting incentive. The time and effort students invest into these relationships can easily translate into career-building experiences, offering both a new form of internship and a path to professional success in the dynamic world of sports and marketing.

For students majoring in fields like marketing, communications, and sports management, this emerging internship model presents an unparalleled opportunity to apply classroom knowledge, build a portfolio, and gain real-world experience that sets them apart from their peers in the job market.

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