Our NIL Workshop Almost Flopped—Here’s What We Changed

“We thought our first NIL workshop was going to be a game-changer. Turns out, we were wrong—at first. Here’s what went wrong, what we learned, and how we turned it around.”

When we first planned our NIL workshop, we had high hopes. After all, NIL opportunities were new, exciting, and filled with potential for athletes looking to expand their brand. We expected the athletes to dive right in and soak up all the information we had prepared for them. However, things didn’t exactly go as planned—and we quickly realized that this workshop wasn’t going to be the game-changer we had envisioned. But that’s okay because what followed was an opportunity to learn, adjust, and ultimately improve.

Where We Went Wrong

Misunderstanding NIL

Our biggest mistake was assuming that we’d get the whole cohort of athletes because we thought every athlete would be eager to learn how to secure NIL deals. After all, who wouldn’t want to explore new opportunities for their brand, right? However, reality hit when only 5 athletes showed up out of a cohort of 496. We quickly realized that our lack of communication beforehand played a big role in this low turnout. We didn’t provide enough information to help athletes understand that NIL isn’t just for TikTok stars or athletes with huge social media followings. NIL deals aren’t just about sponsored content or influencer-style promotions online. Many athletes didn’t recognize that there are opportunities for them—no matter their social media status—and that’s something we needed to clarify early on to get them to self-identify and realize the potential value of the workshop.

Timing Wasn’t Ideal

Another challenge was the timing. The workshop was scheduled after 5 p.m., which was not ideal. By that time, the athletes were physically tired, thinking about recovery or training for the next day. Their energy levels were low, and they had to choose between the workshop or other priorities. We had to acknowledge that by the time they walked into the room, their attention wasn’t fully on NIL and personal branding.

What Worked Well

Real-Life Scenarios Sparked Great Conversations

Despite a few hiccups, there were some key elements of the workshop that went really well. One of the most successful parts was a real-life scenario activity where we gave each athlete an avatar—a fictional athlete—and asked them to navigate brand-building decisions and NIL opportunities. They had to think critically about how to approach these opportunities in a way that aligned with their values and strengths. To make it more engaging, we gave them time to discuss their ideas in groups, and even had them stand up and present their solutions. This helped get everyone involved, and it sparked some incredible conversations about how NIL could work for them personally.

Inspirational Insights from William Turner and Terrell Jones

We also had Billy Turner, a former NFL player, share some of his experiences and insights with the group. His journey and the lessons he shared were a big inspiration for the athletes. Hearing from someone who had navigated the world of NIL firsthand really resonated with them and gave them a sense of what's possible.

Leaning Into Uniqueness for Creative Ideas

Additionally, we encouraged the athletes to lean into their uniqueness. We asked them to think about NIL opportunities that would be perfect for them based on their own characteristics, interests, and passions. For example, one athlete was a beach volleyball player with curly hair. We helped her see how hair care products could be a perfect NIL deal for her. Another athlete, a golfer, was passionate about investing, so we suggested that she pursue a partnership with a local financial services company. Watching them connect the dots and come up with creative ideas for their personal brand was amazing!

The Results & Takeaways for Future Workshops

By the end of the session, we saw a significant shift in engagement. The athletes were more involved, more excited, and more likely to implement what they had learned. The key takeaway for us was simple: keep it interactive, keep it relevant, and make sure the content is immediately actionable. Athletes are busy, and their time is valuable, so we need to deliver value quickly.

Session Timing

Moving forward, we’ll be more mindful of the timing of our workshops— try to avoid evening sessions. We’ll also continue to clarify the true value of NIL at the outset, so athletes understand that it’s not just about big brand deals but about creating opportunities that are in line with who they are as individuals.

Clearer Messaging About the Real Value of NIL

We also worked on communicating the real benefits of NIL. It’s not just about social media fame; it’s about creating opportunities that align with an athlete’s personal brand and values. NIL has opened doors for career opportunities, profile and network growth, social impact, and both personal and professional development. We emphasized how NIL can help athletes take control of their future, open doors for sponsorships, and provide lasting career benefits—whether or not they have millions of followers.

Attendance

And I know that although no one likes to mandate sessions, we’re really encouraging the organisations we work with to do so for freshmen athletes to ensure they have a true understanding of NIL and the opportunities it holds for them. It's vital that they know NIL isn’t just about getting deals—it’s about growth, impact, and long-term development.

And most importantly, we’ll keep focusing on making the workshop experience both fun and valuable, where athletes can see how NIL can work for them, no matter where they’re starting from.

“Your first approach to helping your athletes engage an NIL deal—or branding attempt—won’t be perfect. But like us, you can adapt, adjust, and improve. Let’s learn and grow together.”

I would LOVE to hear your thoughts and experiences on not just NIL education, but overall engagement of student-athletes in additional learning activities!