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A new NIL path for athletes that love creating content?
Tariq Ahmad
October 08, 2025
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UGC graphic (Photo Credit: Pinmeto)
You may have heard of the phrase UGC (user generated content).
But, what is UGC, exactly?
UGC is defined as any form of content—such as text, images, videos, or reviews—created and published by users or customers rather than by the brand or company itself.
Generally, this content comes from unpaid contributors that often appears on social media, review sites, and forums, providing authentic customer experiences and insights.
With that being said, does it make sense for college athletes to become UGC creators post-college? (Or even while still an active student-athlete?)
Let’s break it down.
Why this benefits athletes
Already creating content
With student-athletes already posting for NIL deals, this is a natural transition for those who are good content creators. Additionally, there are thousands of brands who are willing to pay talent for this type of content.
If done right, this can level up an athlete’s partnerships (and income).
Doesn’t live on your social accounts
A common question I receive from athletes: “Does this need to go on my Instagram timeline, or can it be a Story?”
Seeing that some athletes don’t want to keep partner content on their grid, this is an optimal way for the athlete to create content that goes on the brand’s platforms - not the athlete’s.
Create content for the brand that doesn’t touch your own accounts while getting paid. Win-Win.Win.
Long-term value beyond school
As long as an athlete is marketable and creates good content, they can leverage their NIL far beyond their college athletic days.
As I’ve noted before: NIL is not 4 years, it’s 40 years.
Downsides
Inauthentic
A big drawback is that the partnerships may not feel genuine due to the fact that athletes are trying to crank out as much content as possible.
An example would be that an athlete creates 5 UGC videos in the course of a year all related to hydration, with no loyalty for any one particular brand.
Not consistent
Like with NIL, getting regular work as a UGC creator can be tough - and will require hard work and hustle on the athlete’s part.
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