Brand development expert Vickie Saunders, CEO of The Athlete Brand Builder, shares insights on getting started with leveraging name, image, and likeness.
When people talk about NIL, most of the spotlight goes to big-name DI schools and star athletes with huge followings, who receive large pay checks either directly from their school or through brand deals. But that’s not the full picture. Some of the most exciting and rewarding NIL opportunities are actually happening in DII and DIII programs, often at smaller schools in local communities.
The truth is, NIL is for every athlete. And if you’re the parent of a DII or DIII student-athlete, there’s real value in understanding how it works, and how it can help support your athlete now, and long after college.
With a bit of confidence, clarity, and support, DII and DIII athletes can create their own NIL opportunities, and you, as a parent, can help make that happen.
3 Real Benefits of NIL for DII and DIII Athletes
1. To unlock NIL deals that sustain their time in sport
College sport comes with real costs—equipment, travel, fuel, food, and sometimes part-time jobs that take away time and energy. But when athletes understand and communicate their personal brand, they’re more likely to connect with meaningful NIL opportunities. Things like a local gym partnership, free meals in exchange for social posts, or paid appearances at youth camps can all offset those costs. These deals don’t come from being famous. They come from being visible, consistent, and genuine.
2. To prepare for life after college
We’ve all heard stories of athletes who struggle when their sporting career ends. But the athletes who start building their brand early are the ones who transition more smoothly. They’re already building networks, growing their communication skills, and creating a reputation that opens doors for their career beyond sport.
3. To build confidence and identity beyond sport
One of the biggest benefits of brand-building is knowing who you are outside of your athletic identity. When your athlete has clarity around what they stand for, what matters to them, and what they want to be known for, it strengthens their sense of self. That’s important now, and especially valuable when sport ends or shifts.
I want to really frame this as clearly and honestly as I can, based on what I’ve seen across the NIL space over the past few years. Yes, most of the high-dollar deals are going to the top 1% of student-athletes. That’s just the reality. But that doesn’t mean DII and DIII athletes shouldn’t dream big or work toward bigger opportunities.
What I really want to emphasise here is that the value of NIL isn’t always measured in dollars. And that’s what this article is about—highlighting the types of opportunities that are already within reach for DII and DIII athletes, and where most will begin their journey, no matter where it leads.
Here are some examples that athletes and brands I’ve worked with have already made happen:
Local business partnerships. From cafes and barbershops to gyms and physios, small businesses love supporting local athletes. Sometimes that looks like free coffee in exchange for a social media post, other times it’s a paid partnership for promoting a new product or event.
Paid speaking opportunities. Schools, youth programs, local businesses and events often need speakers and student-athletes have stories that resonate. I’ve seen athletes paid for speaking at junior sports days, fundraisers, and school assemblies, and in many cases, those talks lead to more.
Private coaching and clinics. If your child has a specific skill or experience to share, they can turn that into a service. I’ve helped swimmers, soccer players, and track athletes run clinics and private sessions—often earning more in a weekend than they would at a part-time job.
Creative side projects. Some athletes bring in income by combining their sport with other passions—designing gear, baking, creating content, even writing. One athlete I know created a “game day snack kit” that sold out in their college town. Others have created branded content or shared weekly workout tips that grew into sponsorships.
Social media collabs. Even with a small following, athletes can connect with brands who care about authenticity and local engagement. One DIII athlete I worked with had under 2,000 followers but landed a long-term partnership with a wellness brand simply by sharing content that felt real and personal.
These opportunities usually start with a simple connection, maybe a coach introduces your athlete to a local business, or they reach out themselves. It works best when there’s a shared value exchange: the athlete offers something meaningful, and the business supports them in return.
Small, local deals often go further than flashy one-offs. They don’t need to go viral to be valuable. And building a personal brand now is just as much about preparing for life after sport as it is about making the most of their time in it.
As a parent, you don’t need to know all the ins and outs of NIL. You can help just by starting conversations like:
- What local businesses do you already love?
- What’s something about your journey that others might connect with?
- If you had the chance to speak to younger athletes, what would you say?
These kinds of questions help athletes see their value beyond stats and performance.
