What is NIL Like for Athletes at Smaller Schools?

The arena of college sports has drastically changed since the introduction of Name, Image, and Likeness (NIL) deals, offering student-athletes the opportunity to monetize their personal brand. However, with this newfound freedom comes a variety of challenges, especially for athletes at smaller schools, where the opportunities may not be as abundant as those at major programs.

For athletes at schools like Kennesaw State University (KSU), the reality of NIL is a bit different than for top-tier schools in the Power Five conferences. With limited media exposure and smaller markets, it’s understandable to wonder just how much NIL truly impacts these athletes.

The Small School NIL Experience

While major schools like Georgia or Alabama attract significant attention and endorsement opportunities for their athletes, what about those playing at smaller programs? The question is often asked: How much money can these athletes realistically make through NIL? The answer isn’t straightforward, as it varies greatly depending on the school, the athlete, and the market they’re in.

At larger schools, NIL deals are primarily driven by boosters and collectives. These funds are typically funneled directly to players by well-off alumni, businesses, or other wealthy supporters, often offering large sums for athletes to promote local businesses or be the face of brands. At smaller schools, however, these collectives are often less developed, and many athletes may not even have formal NIL deals.

Limited Exposure, Limited Opportunity?

A common misconception about NIL at smaller schools is that it’s impossible to make money due to a lack of media attention. After all, if you’re the starting left guard at a school in a market dominated by larger teams, such as Georgia and Georgia Tech, you’re unlikely to see commercials or advertisements from local businesses promoting your name. But that doesn’t mean NIL opportunities are completely out of reach for athletes in these situations.

Even if an athlete’s name isn’t as recognizable as a Heisman contender’s, smaller schools can still offer NIL deals, albeit at a much smaller scale. For example, some athletes at these schools might find opportunities to partner with local businesses, where their visibility can make a difference in that community, even if it’s not on a national stage. The key, however, is whether these athletes can hustle on their own to find opportunities or if they need to rely on school-led collectives.

NIL at Smaller Schools: The Reality

The truth is, NIL deals at smaller schools are typically not going to be worth millions, but they still hold value. At smaller institutions, athletes may not rake in the same hefty endorsement deals as the stars of college football, but there are still ways to monetize their names and images.

Local Partnerships

Many smaller schools rely on local boosters and supporters to fund their NIL initiatives. These boosters can help athletes connect with local businesses that want to use their name for promotional purposes. An athlete with a strong social media following or a beloved personality on campus can still find ways to profit from their image, even if they’re not playing at the national level.

Local businesses, like local banks, restaurants, or even gyms, may partner with athletes for small endorsement deals, offering a few hundred to a couple thousand dollars for promoting their products or services on social media or at events. While this is far from the millions seen in major schools, it can still be a valuable source of income for athletes at smaller programs.

Social Media Reach

One of the most powerful tools at an athlete’s disposal today is social media. Even athletes at smaller schools can build a brand through platforms like Instagram, TikTok, and YouTube. A dedicated following, even if small, can be enough to gain attention from local businesses, even if these athletes aren’t on national TV every week.

Social media allows athletes at smaller schools to still have a platform to engage with their audience. By promoting themselves and their brand online, athletes can capture opportunities for sponsored posts, affiliate marketing, or even just a bit of extra cash from brands looking to tap into the college student demographic.

The Future of NIL at Smaller Schools

While NIL opportunities may not be as lucrative for athletes at smaller schools, there is still potential for growth. Many players at these programs see NIL as an opportunity to develop their personal brand, which may lead to opportunities down the road as they continue to gain experience and exposure.

The hope is that, as more athletes begin to find success with NIL at smaller schools, these opportunities will expand. Even at a mid-tier school, one standout athlete can create a movement, and once that athlete starts gaining national attention, they’ll likely receive more endorsement opportunities, whether through direct offers or NIL collectives.

How NIL at Smaller Schools Can Compare to Larger Programs

At larger schools, NIL deals are often more structured, with formal collectives set up to support athletes and fund their opportunities. However, there’s a stark contrast when you look at smaller programs. While NIL deals for players at top schools like Alabama or Georgia can be worth millions, athletes at smaller programs are often left navigating the world of NIL without as much guidance, support, or financial reward.

However, some small schools are making headway by developing more structured NIL collectives. These collectives, often funded by passionate alumni or donors, help players receive financial support and potentially connect with businesses that may not have the resources to partner with a national superstar.

At smaller schools, NIL deals are often more personalized, and the best athletes at these programs have to be proactive in hustling for deals. This means putting in extra work to manage their social media accounts, find sponsors, and use their exposure to maximize earnings. For many athletes, the key is showing out on the field or court, getting into the transfer portal, and hoping to get noticed by a more prominent program, a route that may eventually lead to more lucrative NIL deals.

The Challenges of NIL at Smaller Schools

One of the biggest challenges that athletes at smaller programs face is the lack of support and resources that larger schools have when it comes to NIL. While programs like Georgia or Alabama have established NIL collectives that can help athletes land endorsement deals, smaller schools often lack these systems.

Athletes may have to put in extra work to hustle for deals and find companies willing to take a chance on them. Additionally, with NIL being relatively new, some smaller schools may not have established any formal guidelines or processes for athletes to get involved with NIL opportunities.

What’s Next for NIL at Smaller Schools?

As NIL continues to evolve, athletes at smaller programs will likely see more opportunities. However, those opportunities may look different from the multimillion-dollar endorsement deals we often hear about. For smaller school athletes, NIL may be about local partnerships, building a personal brand through social media, and eventually transitioning to a larger program that offers bigger deals.

In the meantime, athletes at smaller schools will need to continue hustling and networking to maximize their NIL potential. While it may not be the high-dollar deals seen in the SEC or Big Ten, NIL at smaller schools is still a valuable opportunity that can help athletes in their journey to building their personal brand and future career.

Athletes Should Create Opportunities

While NIL opportunities for athletes at smaller schools may not be as glamorous as those at powerhouse programs, there are still ways to make money, build a brand, and take advantage of the digital opportunities available. By using platforms like social media and local businesses, athletes can create opportunities for themselves, even in smaller markets.

For athletes looking to maximize their NIL potential, The Warm-Up offers a solid starting point. If you’re at a small school or aiming for the bigger leagues, learning how to represent yourself, build your digital presence, and attract sponsors will set you on the right path to NIL success.