NIL is for Everyone - How small college athletes are dipping into the NIL game

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NIL is for everyone. And sometimes that means a deal in 280 characters or less. With social media posts accounting for 68% of all NIL activities, student-athletes of all sports, gender and size of school can build their brand and make money. Tens of thousands of college athletes have utilized Opendorse since July 1, 2021, to find deals and monetize their name, image and likeness – all in a safe and compliant way. Whether located in a city of one million or a town of 100, brands, fans, supporters and donors are confident in the power of the student-athlete voice and see the value they provide to communities.

BY THE NUMBERS

It’s not just the Power 5 student-athletes accepting deals. Division II, III and NAIA schools are just as committed to helping their athletes monetize their NIL. Since July 1, 2021, the average compensation per Division II athlete is $204 and $309 per Division III athlete. With some deals in the thousands, student-athletes are proving you don't need to attend a large school to make NIL work.

“Any student-athlete that is willing to put in the work can capitalize off their NIL,” Opendorse CEO Blake Lawrence said. "It's not just the big-name players at the big-name schools. Student-athletes are their own brands and have created following that brands and sponsors see value in.”

Opendorse data shows that on average, 73.5% of total NIL compensation across Division I, II, and III comes from men’s sports, and 26.5% of total compensation comes from women’s sports.

With many student-athletes tethered to local communities, small businesses are looking to them to form partnerships.

Through Opendorse’s Pitch Anything feature, (402) Creamery, an ice cream shop in Lincoln, Nebraska, connected with Nebraska volleyball setter Nicklin Hames and her teammates for a unique partnership. The volleyball players created their own limited edition ice cream flavor with proceeds supporting a local nonprofit. The Huskers were asked to market their ice cream on social media and make an in-person appearance.

ACTIVITIES



Through Opendorse, athletes from every sport and level of play have connected with national and local brands to partner with. Below are a few examples of how small college student-athletes are cashing in on their NIL.

Bre Socker, St. John Fisher College field hockey, Dunkin Donuts

Trevor Bassitt, Ashland University track and field, BOSU Fitness, merchandise

Eli Cross, Lindsey Wilson College football, GummiShot Energy

Caleb Eagans, East Texas Baptist University football, Marshall, Texas, Dairy Queen

Emma Hoffart, Missouri Western State University softball, Degree

THE VALUE

Just as one practices to be the best on the field, navigating NIL also takes practice. Opendorse’s education solution is here to assist student-athletes in the process of capitalizing on their NIL. Learning how to build their own brand, manage it, promote it and preserve it, the education and financial literacy skills that student-athletes develop will take them far beyond the field of play or classroom.

“NIL has been my training ground for the greater world of sports and endorsements,” Tucker La Belle, former Clarke University lacrosse player said. “I am nowhere near to being finished.”

HOW TO GET STARTED ON OPENDORSE

Opendorse makes it easy for student-athletes to sign up, browse, complete and disclose deals. With more than 100 schools and conferences utilizing Opendorse as the preferred transactional method, ensuring the safety and compliance of student-athletes is our top priority. Learn how to get started on Opendorse.