What Brands Look for in Athlete Influencers and NIL Sponsorship Deals (And How to Position Yourself)

Name, image, and likeness (NIL) rights have opened a new world of opportunity for student-athletes, but that doesn’t mean brands are handing out sponsorships to just anyone with a jersey and a social media account.

Today’s brands are strategic. They’re looking for athletes who do more than compete. They want rising leaders who understand influence, storytelling, and audience trust. It’s no longer just about performance on the field; it’s about alignment, engagement, and professionalism.

Whether you’re a high school standout, a college competitor, or a parent supporting a student-athlete, this guide will help you understand what brands are looking for, and how to position yourself (or your athlete) for long-term success in NIL deals.

1. Authenticity: Be Someone Brands Can Trust

Brands want to partner with real people—not perfectly curated influencers. Athletes who show up consistently, speak from the heart, and share their personal stories build trust with their audience. That trust is what brands are buying into.

How to stand out:

• Share personal moments beyond highlights: training routines, recovery, team dynamics, or mindset.

• Use your own voice. Let people know who you are, not just what you do.

• Identify and express your core values clearly and consistently.
  

✅ For reps and small agencies: Support your athlete by identifying which types of brands align with their values and audience. This is where NIL becomes both a personal and commercial success.

2. Engagement > Followers

You don’t need 100K followers to land sponsorships. What matters is how well your audience responds to your content. Brands look at engagement rates, not just reach.

How to grow influence:

• Use Instagram Stories, polls, or Q&A features to create two-way interaction.

• Respond to comments and messages to build loyalty.

• Encourage your audience to share your content or tag friends.

✅ For those supporting the athlete, track monthly performance to identify what content resonates. Use this data when approaching sponsors.

3. Build A Clear and Compelling Personal Brand

Build a personal brand that tells a story. You’re not just a student-athlete. You’re a storyteller, a motivator, a role model. Brands invest in athletes who stand for something. What’s your story? Are you the comeback kid? A community leader? A student-athlete who balances faith, family, and competition?

Establish brand pillars:

• Choose 3–5 themes that consistently show up in your content. These could include leadership, fitness, faith, mental health, or mentorship.

• Craft a bio that clearly reflects who you are and what you stand for. Keep it clean and clear.

• Use captions and posts to expand on your story—this is your differentiator.
  

✅ Coaches and brand mentors can help refine this narrative and ensure it aligns with the athlete’s long-term goals.

4. Professionalism and Consistency

A brand deal is a business agreement. Brands will Google you, scroll your posts, and review your DMs. If you’re asking to be paid, they’re expecting you to show up professionally, no matter your age. That means consistency, clean content, and a platform that reflects maturity and business potential.

How to position yourself:

• Audit past posts to remove anything off-brand (think of anything that could hurt your reputation (language, partying, negative comments).

• Maintain a consistent aesthetic, posting schedule, and tone (even if you post just 2–3 times a week).

• Prepare a one-sheet or digital portfolio with stats, content samples, and brand alignment ideas.

  
  

✅ For parents, managers or athletes, this is where outside support often becomes valuable. A strategic branding partner can help build a media kit, create social plans, or handle outreach.

5. Brand Alignment and Niche Fit

It’s not about getting any brand deal, it’s about finding the right ones. Successful partnerships happen when an athlete naturally reflects a brand’s mission and connects with its ideal audience. A protein shake company isn’t just looking for any athlete, they want one who lives the lifestyle and connects with their ideal customers.

Steps to align with the right sponsors:

• Identify your dream brands, both local and national.

• Create content that organically matches their vibe or values.

• Start building relationships by tagging, engaging, or showing how you already use their products.

• Consider local partnerships: a gym, smoothie bar, real estate agent, or local retailer that values community presence.
  

✅ Agencies and reps should research brand demographics and positioning to help their athlete make the right connections.

Bonus Tip: Think Long-Term

NIL is not just about free gear or a one-time payment. It’s about building a platform that can serve you long after your athletic career ends — whether you're entering coaching, business, or media.

By taking your athlete brand seriously now, you position yourself for future success:

• More offers from bigger brands

• Speaking and leadership opportunities

• A reputation as a professional on and off the field

What to Do Next:

✅ For Athletes:

• Clean up your profiles and get consistent with your content

• Start building your story and highlight who you are, not just what you do

• Choose 3–5 themes you want to post about consistently
  

✅ For Parents, Coaches, or Managers:

• Help your athlete develop a brand plan and content calendar

• Invest in a professional media kit or NIL pitch deck

• Create a short- and long-term strategy for sponsorships and partnerships
  

Ready to Build an Athlete Brand That Stands Out?

At Dolomites Consulting Group, we help athletes and families:

• Develop standout NIL strategies

• Build personal brand kits and social media portfolios

• Approach brands with confidence and clarity

• Position themselves as influential, not just visible
  

🔗 Contact us today to schedule a brand consultation and let’s turn your platform into long-term power.