So You Want to Work in NIL

Over the last year, I have watched the NIL industry grow exponentially. Young professionals are starting to catch on to the fact that this is a pretty cool space to be in - it’s dynamic, creative, and so new that you couldn’t possibly have 10+ years of experience. Perfect for recent graduates looking to get started in sports marketing.?

However, “NIL” is still somewhat vague and cryptic. If you say “I want to work in NIL!” that could mean a lot of different things, and the job search is confusing enough as it is. Below is a breakdown of what I would want to know if I was a student or young professional looking to break into the NIL industry in 2023. (1) Understanding the industry (2) Where to apply (3) Maximizing your application.?

Understanding the Industry:?

The NIL industry can be split into two primary categories: private companies and institutions. The first consists of agencies, consultants, marketplaces, and other third parties who focus on the traditional marketing side of things. They’re bringing brands to the table and providing subject-matter expertise. The second is made up of schools hiring internal support roles to build up their NIL programming. Collectives exist somewhere in the middle. Where you choose to focus your efforts depends on what you’re most interested in. Are you excited about marketing strategy and business development? Or do you want to work in-person with student-athletes in your day-to-day??

Types of Organizations:?

Here is a list of a few places to keep an eye on for job postings:?

Private Companies

• Opendorse
• Teamworks Influencer
• MOGL
• Postgame, LLC
• Altius Sports Partners
• NOCAP Sports
• MarketPryce
• LEARFIELD
• Playfly Sports
• Fans Meet Idols
• Icon Source

Institutions

I could put every higher education institution with an athletics program on here, but I won’t. Instead, I will list out where I would go to look for their job postings. When browsing these platforms, keep an eye out for terms such as “branding”, “strategic communications”, “brand experience”, “marketing”, and “student development/engagement.” Most institutions are not at a point to fund full time NIL-specific roles, so these are some other fields that might have NIL education & strategy embedded in the job description. I also want to note that these roles may be more challenging for recent graduates and younger professionals to get, but it’s worth keeping an eye on what’s open!?

• NCAA Job Market
• LinkedIn Jobs
• Teamwork?Online
• Inside Higher Ed
• NACDA & Affiliates Job Center

Collectives

Collectives are becoming a must-have for athletic programs, but they vary in size and mission. Most function as start ups with extremely small teams. These would be an especially great place for undergraduate students to look for internships or volunteer experience. Because their staffs are so small, you can take on a lot of responsibility quickly and get rare firsthand experience.?

• Browse Business of College Sports ' NIL collective tracker?here.
• Browse On3 ’s collective tracker here.

Maximizing Your Applications

I expect finding a job you are interested in to be the easy part. The challenge is to submit a competitive application. Below are a few tips based on what I would look for as someone hiring in the NIL space.?

1. Tailor your resume for NIL. Emphasize digital media skills, social media management, and any graphic design or video editing skills. Even if you are not applying for a creative role, these kinds of skills will come in handy whether you’re creating pitch decks or educational presentations. Canva is a life-changer if you’re not already using it.?
2. You have more experience than you think. NIL is all about community-specific engagement. One thing that will stand out is online community knowledge such as experience navigating a fanbase's Twitter and message board communities. Also, include any type of firsthand experience working with student-athletes - did you play sports yourself? Did you volunteer as a student manager or athletic trainer intern? Relationship-building skills are key to earning student-athletes trust.?
3. Create a portfolio to showcase your design experience, video editing, copyrighting skills, social media aesthetic, etc. If you don’t have a ton of material here, I would create a sample pitch deck acting as if you are pitching a student-athlete to a brand.?
4. Be familiar with the organization and be able to speak about what they are doing, or even what you think they should be doing. When talking to applicants or potential clients, I always ask “what have you seen from Cav Futures recently?” Their answer tells me a lot about their interest and how much time they spent prepping for our conversation. Just a quick glance at the company or team Instagram page can tell you a lot.?

I hope this helps. If you are reading this and have any follow up questions, feel free to reach out. Best of luck to all the soon-to-be graduates out there.?