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There are many considerable factors for athletes when it comes to NIL deals.

Requirements, payment, usage, brand, the list goes on.

And while I’m always supportive of athletes getting the most money for their partnerships, there are other facets of a deal that need to be considered.

In fact, I also wrote about a similar topic earlier this year in that not all NIL money is good money.

Today, I want to talk about the importance of value over currency related to NIL partnerships, and why athletes should prioritize this over just chasing the biggest bag.

Why this distinction?

• Value for the athlete

  • Athletes want to ensure the deal is good for them in terms of brand quality, posting requirements, and fit. (Among other factors.)

  • While a brand in a similar category might pay higher, said brand might not align with the athlete’s personal mission and vision. Therefore, the athlete will need to make the best decision for themselves on whether to take the partnership or not.

• Value for the brand

  • As the athlete needs to weigh the pros and cons of taking a partnership, brands are also doing the same.

  • If you are a brand, you also need to understand the value this athlete and this partnership are bringing. If the athlete is not a good fit for your brand despite having a large audience or they are an elite performer, then it’s best to align with athletes who best reflect your brand.

• What is this deal worth to you, the athlete?

  • Athletes need to ask themselves this question before entering any partnership.

  • If a brand wants 10 posts in one month, are you ok with spamming your social media followers with a brand that you are posting about just to collect a few hundred dollars?

    • While the money may be good in the short term, it might not be an accurate reflection of you as an athlete and person.

• Greater value comes from brand affinity

  • The best value deals are with brands that athletes already use regularly.

  • Brand affinity is becoming more important for brands when deciding to work with athletes or influencers. Therefore, partnering with companies that athletes already consume is a win-win for both sides.

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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