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Focus on local NIL deals
And why they are more valuable than national NIL deals
Tariq Ahmad
February 18, 2026
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Smalls Sliders NIL deal (Photo Credit: MatchPoint Connect)
Plenty of athletes want to do NIL partnerships with national and global brands - many of those who invest in college athletes.
Nike. Chipotle. American Eagle. Red Bull.
The list goes on.
And while there is great value in partnering with these companies, student-athletes should focus their efforts on businesses close to them geographically.
Why?
More likely to partner with you
Again: While it’s nice to partner with large brands, tapping into local smoothie shop or nail salon will be more beneficial for student-athletes.
These businesses are trying to increase sales locally - and by partnering with you, they can tap into their local audience. (You also receive a nice partnership from it. Win-Win.)
Additionally, student-athletes can tap into the coveted Gen Z audience on campus to drive business to these organizations.
Less red tape
Large organizations come with numerous processes. (Multiple phone calls, contract reviews, edits, content submissions, more edits, etc.)
Local businesses not only will (most likely) not require as many steps, but most often, you can speak directly with the owner for feedback and guidance.
Long-term value for both sides
Although there is a lot of activity in the transfer portal for all sports, most athletes end up staying at their initial school for the length of their college career.
Therefore, building long-term relationships will local brands not only benefits you for your NIL, but it could possibly turn into a job after your playing days are done. Continuity helps both you and businesses.
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