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Local > National for NIL

And why it matters

Plenty of athletes want to do NIL partnerships with national and global brands - many of those who invest in college athletes.

Nike. Raising Cane’s. American Eagle. CELSIUS.

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.

For example: I work with Long Beach State women’s basketball player Lauren Cummings (pictured above) and secured a multi-year partnership with Legend’s Sports Bar in Long Beach.

Lauren posts monthly content about the restaurant, along with eating there throughout the year.

The Value

• More likely to partner with you

  • Again: While it’s nice to partner with large brands, tapping into your local smoothie shop or taco stand 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.

Thank You for reading today’s newsletter

^{I discuss insights and news related to NIL and personal branding for athletes every Wednesday at 12p ET/9a PT.}

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