I Share My Thoughts on Why Local Business Sponsorship is SO Valuable for Most Student-Athletes...

When NIL deals first became a big topic, many people imagined that student-athletes would land big-time deals with national brands, post sponsored content on social media and be inundated with offers from businesses big and small.

The reality, though, is that most athletes don’t have the massive following or media attention that make these deals so lucrative and most local businesses don't know how to partner up with athletes. But that doesn’t mean there aren’t incredible opportunities out there. In fact, one of the most valuable, long-term NIL strategies—especially for those not in the spotlight—comes from working with local businesses.

Before diving into why local sponsorships are the best deal for many student-athletes, let’s take a quick look at the other types of NIL deals that are often hyped up—and why they may not be as great as they seem for most athletes.

The Reality of Other NIL Deal Types

1. Sponsored Social Media Posts Sponsored posts on social media can be a fantastic way for student-athletes to make money and grow their brand—if they have the kind of following that gets noticed by brands. But here’s the catch: for most athletes, these posts are usually one-off deals with little long-term impact. Once the post is up, it’s gone—and so is the value for the athlete. The ROI for the effort can often feel low, especially when considering how much work goes into creating content and meeting sponsor expectations for a fleeting post.

2. Big-Brand Deals Big brand deals can offer huge financial rewards, but they’re not accessible for the majority of student-athletes. These deals tend to focus on star power, leaving athletes who aren’t household names—or don’t have massive social media followings—on the sidelines. If athletes aren’t already in the spotlight, these deals can be more of a long shot than a realistic option.

Local business sponsorships may not have the immediate glamour of big-name sponsors or viral social media posts, but they provide far more value—especially for athletes who are building their brand from the ground up.

10 Reasons Why Local Business Sponsorships Are the Best NIL Deal for Most Student-Athletes

1. Better Return for Effort Local business sponsorships offer financial value that is often more consistent and proportional to the effort involved. Athletes aren’t spending hours creating content or chasing big contracts—they’re building real relationships with local businesses that grow over time, bringing in steady returns that make sense for the work they put in.
2. Sustainable Income Streams Instead of chasing one-off deals or sponsored posts, local sponsorships provide long-term, repeat opportunities. The sponsor becomes a partner, and as the athlete’s brand grows, so does the partnership. This kind of sustainable income is invaluable throughout an athlete’s college years and beyond.
3. No Need to Over-Focus on Social Media For athletes who aren’t keen on building a massive social media following, local business sponsorships are a perfect fit. Unlike national brands that often require constant content creation, local businesses are more interested in personal engagement and real-world connections. It’s about building a brand authentically, not just online.
4. Grow Personal Brands Over Time Local business sponsorships offer the luxury of time. Athletes can develop their personal brand at their own pace, without the pressure of going viral or constantly posting on social media. These long-term relationships allow for steady growth, and as the athlete’s brand matures, so does the value of the partnership.
5. Authentic Exposure Local businesses offer exposure to a targeted audience—one’s community. It’s the people who live, work, and support the athlete. This kind of exposure is authentic and deep, building stronger, more meaningful connections that last far longer than a fleeting post on a brand’s social media account.
6. Part of the Community When athletes work with local businesses, they’re no longer just faces in the crowd—they become part of something bigger. It’s about creating a sense of pride and loyalty within their community, which can lead to greater opportunities down the road. They’re not just athletes; they’re ambassadors for their community.
7. Experience Beyond the Field Local sponsorships provide hands-on experience that goes far beyond sports. Athletes learn valuable business skills—how to negotiate, market themselves, and build partnerships. These are skills that will serve them long after they leave college athletics.
8. Develop a Professional Network Every local sponsor is a connection that can lead to more opportunities. These relationships can open doors to internships, job offers, or even connections within the business world that help athletes build their careers beyond sports.
9. Grow Other Sponsorship Deals One local sponsorship often leads to others. As athletes build relationships and prove their value, other businesses in the area may take notice. It’s a snowball effect—small wins that grow into bigger, more diverse opportunities.
10. Real-Life Impact Partnering with local businesses allows athletes to make a tangible impact in their communities. The connection is personal, and athletes can see how their work is directly benefiting the local economy and those who support them. It’s a rewarding, fulfilling experience that goes beyond financial gain.

In the end, while NIL deals with big-name brands and viral social media posts can be enticing, local business sponsorships provide the stability, community, and authentic growth that most student-athletes need.

These deals are about building relationships that last and supporting each other along the way.

For those looking for an NIL deal that’s not just about quick wins but about long-term, sustainable success, local businesses are where the true value lies.

Over the years I've seen some really awesome partnerships that have provided both the athlete and the business with incredible value....with businesses ranging from real estate agencies, Accounting firms, Law firms, transport and logistics companies, to construction companies....you name it, any type of business can benefit from sponsoring an athlete.

Please share your thoughts, ideas and questions in the comments below.....and let me know what topics you'd like me to explore in my next email.... thanks for reading!

Yours in athlete brand building,

Vickie