This Week on ICYMI NIL

Welcome to ICYMI NIL - our weekly curated newsletter that provides our take on interesting stories in the world of NIL.

Let's jump into it!

Friday Focus: Giving Back During the Holidays

On the latest episode of Just Thinking, TPNIL founder Mark Koesterer encourages athletes heading home for the holidays to use their platforms to engage with their communities.

Consider the three circles of influence that everyone engages with:

• Friends & Family
• Community
• Professional

Developing your community circle during the holiday break presents the greatest opportunity to make an impact with local charities or causes that matter to you.

The holiday break is an ideal time to tap into your community to give back, build your personal brand, and bring some good into the world.

Happy Friday, everyone!

Tar Heels Football Star Uses NIL to Help Hurricane Helene Victims

University of North Carolina defensive star Kaimon Rucker is using his NIL platform for a meaningful cause.

Rucker, recently named the ACC Defensive Player of the Week for his performance against Virginia, donated $10,000 to a charity supporting Hurricane Helene victims.

"For me, it was heartbreaking to see towns and places that people cherished so much now suffering. And I thought to myself, why not use my platform from the NIL I earn here to give back to the people who truly need it?"

Inspired by his efforts, Wells Fargo and Food Lion provided matching contributions of $10,000 and 10,000 meals, respectively, to the MANNA FoodBank in Asheville, N.C.

?? North Carolina Star Uses NIL to Help Hurricane Helene Victims

Rebuilding Programs in Record Time: The Playbook of Deion Sanders and Curt Cignetti in the NIL Era

In today’s college football landscape, leaders like Deion Sanders at Colorado and Curt Cignetti at Indiana University are showing us how to turn vision into results—fast.

These two coaches have proven that, with the right strategies, even traditional underdog programs can be revitalized, creating two of the hottest teams in college football today.

In the NIL era, where athletes can now profit from their brands, Sanders and Cignetti are masters of using the transfer portal to assemble competitive rosters almost overnight.

Since Coach Sanders became head coach at Colorado, the team has brought in 51 new transfers. This influx of experienced players has made an immediate impact, putting Colorado on the national radar in a way we haven’t seen in years.

At Indiana, Coach Cignetti has used a similar approach, strategically filling key positions with transfers who meet his high standards for performance and character. Since Coach Cignetti became the head coach of Indiana football, the Hoosiers have brought in 31 transfers. His approach has bolstered Indiana’s roster and solidified a team dynamic that has quickly turned Indiana into a formidable competitor.

But it’s not just talent acquisition that’s driving this transformation—both coaches have expertly used social media to amplify their programs’ visibility.

By creating a strong, engaging online presence, they’re capturing the attention of recruits, fans, and the media alike.

In the NIL era, these efforts are also opening doors for their players to develop their brands, an invaluable asset for any young athlete.

Deion Sanders and Curt Cignetti are redefining the modern college football program by making the most of NIL, the transfer portal, and social media.

They’ve set a new standard for what’s possible in program-building, proving that with innovative leadership, any team can rise to the top.

A Case Study: How Athletes Can Maximize Their NIL Potential Through Strategic Partnerships

The Name, Image, and Likeness (NIL) landscape has opened a new world of opportunities for athletes to build lasting brands and revenue streams.

Today, I want to spotlight an inspiring example showing how athletes can make the most of their NIL potential.

The Challenge: Building a Brand Beyond the Field

• When athletes enter the NIL space, the goal should be clear: create a brand that can resonate both within and beyond their sport. But with a crowded market, they need a smart, strategic approach to stand out and build lasting partnerships.

The Strategy: Aligning with the Right Partners

• Instead of jumping on every opportunity, athletes should focus on aligning with brands that truly match their values and lifestyles. By partnering with the right brand with a focus on sustainability and its emphasis on youth empowerment, athletes can stay true to its values while enhancing its appeal to new audiences.

The Execution: Authentic, Engaging Content

• Together with these brands, athletes can create a campaign that doesn’t just showcase the products—they share a story. The content ranged from behind-the-scenes videos to community events, helping to foster a genuine connection with followers and boosting engagement.

The Results: A Win for All

• The goal of the campaign: 50% growth in social media following, tapping into new audience segments. Increased brand awareness for brands within the athlete's fanbase. Long-term partnerships—using these initial deals opens the door to additional brand collaborations, amplifying the athlete's earning potential.

Why This Matters

• This story shows the power of a thoughtful NIL strategy. By focusing on authenticity and aligning with brands that mirror their values, Athletes not only can achieve financial success but also strengthen their brand. For brands and athletes alike, it’s proof that the right partnerships can make all the difference.

Curious about the future of NIL?

Let’s connect and share insights on maximizing potential in this evolving space!

Exciting Innovation or Uncharted Territory: A Look at NIL’s Role in Youth Sports

The recent announcement of Lacrosse Masters NILLY events is a bold new step in the NIL landscape - offering NIL deals for top youth athletes in lacrosse showcases the rapid evolution of youth sports and name, image, and likeness (NIL) opportunities.

As Lacrosse Masters and Inside Lacrosse set the stage for the next generation of players, several important questions arise about how NIL is implemented at this level.

Empowerment Through NIL or Early Commercialization?

With $60,000 allocated per event, these deals have the potential to support athletes financially. However, are we giving young athletes the skills to manage these opportunities effectively? Financial literacy and guidance will be critical to ensure they’re set up for long-term success, not just short-term gains.

Transparency in Deliverables and Ownership

NIL contracts are complex, and it’s crucial that these young athletes and their families fully understand what is expected of them, who owns the content, and the duration of these rights. Clarity on these deliverables helps prevent potential pitfalls that could impact the athlete’s brand down the line.

Role of Coaches, Parents, and Advisors

Coaches, families, and advisors should play an active role in supporting young athletes through these deals, ensuring they align with each athlete’s development goals. Young athletes often need advocates who can balance the appeal of NIL deals with their long-term growth.

Are We Enhancing Athletes’ Lives Beyond Cash Deals?

The goal should always be to help athletes build skills for life beyond the game—financial acumen, brand building, and community engagement. Without guidance, there’s a risk that NIL at the youth level might emphasize revenue over genuine empowerment. As NIL reshapes youth sports, there’s both immense potential and a clear responsibility to support young athletes responsibly.

I’m excited to see what the future holds and hopeful that leaders in youth sports will prioritize the growth, education, and well-being of these promising athletes.

We Want to Hear From You!

Would you like to be featured on the podcast? Send an email to [email protected] .

Follow us on Twitter , Instagram , and TikTok - or connect with Mark Koesterer on LinkedIn.

Have a great weekend!