Not all NIL money is good money

The fastest 3 minutes in name, image and likeness

Author

Tariq Ahmad
February 12, 2025

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Not all NIL money is good money

This might not make sense, but let me explain

Image of basketball wearing graduation cap on a pile of money (Photo Credit: bostonmagazine.com)

While athletes deserved to get paid for their name, image and likeness, it’s worth noting that they shouldn’t take every deal that comes their way.

But if a brand is offering cash to work with an athlete, why shouldn’t they take it?

Because it might not be a good fit.

Yeah, but the brand doesn’t need to know that, right?

Even if they don’t know, authenticity will win out in the end.

So, how do you know what’s good money and what’s not?

Good question. Let’s discuss.

How to Know

  • Aligning with athlete’s personal brand

    • Before an athlete signs ANY deal, they must ensure it aligns with who they are as a person and athlete, and should not deviate from that.

      • It’s tempting to take on multiple partnerships in one category, but it’s important to only take deals with brands that resonate personally.

    • Additionally, your audience will see through you if you take a partnership that is not authentically you.

      • For example, don’t take an NIL deal for a dairy company if you are lactose intolerant.

  • Always review contracts and partnership requirements

    • Before signing a deal, review what is needed from you to complete the collaboration - and in what timeframe.

    • If money is good, but the brand is requiring 10 Instagram posts and 5 TikTok videos in 30 days, it’s probably not a good fit.

  • Check the source of funding

    • The brand should be upfront with how they pay you on deals. (Venmo, Zelle, PayPal, cash in hand, etc.)

    • Be leary if they are offering to pay you in alternate forms. (Crypto, gift cards, etc.)

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