How to Land Your First NIL Deal: A Step-by-Step Guide for High School Athletes

Getting your first NIL (Name, Image, and Likeness) deal as a high school athlete may feel like a huge leap, but it’s more achievable than most think. The key is understanding what brands actually care about—and then taking simple, intentional actions to build your personal brand and make yourself a valuable partner.

Here’s a step-by-step guide to help you take the right steps to earn your first NIL opportunity.

Step 1: Focus on More Than Just Performance

You don’t need to be a five-star recruit to land an NIL deal. Brands look at the whole picture:

• Personality & engagement: Are you positive, respectful, and involved in your community?

• Niche appeal: Are you known for something unique on or off the field?

• Creativity & content ability: Can you confidently create content that others want to engage with?

Start by consistently showing who you are beyond the game. [Read: Your Personal Brand & Telling Your Story]

Step 2: Master Your Social Media Game

Your social presence is the first thing most brands will check.

• Audit your current posts. Remove anything that could raise eyebrows.

• Update bios and photos to reflect your sport, goals, and personality.

• Post consistently: training, behind-the-scenes, team moments, and who you are off the field.

Want help on what not to post? [Read: The Top Social Media Mistakes Athletes Make (and How to Fix Them)]

Platform-specific strategy:

• Instagram: Highlight reels, polished content

• TikTok: Personality-driven, authentic moments

• Twitter/X: Real-time game updates and community engagement

Engage authentically by replying to comments, supporting teammates, and interact with local businesses and causes you genuinely love. Use polls or Q&A to invite conversation.

Step 4: Create a Highlight Reel of Your Value

Brands don’t just want to support good athletes—they want to partner with people who reflect their values and can help them grow.

Before you pitch yourself, it helps to have something concrete to show.

Prepare a simple portfolio that includes:

• Your stats and accomplishments

• Key interests and values

• Community involvement (volunteering, mentoring, etc.)

• Examples of past content that performed well

Think of this as your NIL resume.

Step 5: Connect with Local New Jersey Businesses

Don't aim for big national brands right away. Start with the businesses in your own community—the ones that already support your school and local teams.

Target businesses like:

• Local restaurants, delis, or coffee shops near your school or in your town

• Sporting goods stores and fitness centers

• Local realtors, banks, or car dealerships that sponsor school events

Here's how to approach them:

• Introduce yourself with a brief message or in-person conversation

• Share your sport, school, and why you like their business

• Offer something of value: a social media post, a shoutout, or attendance at a community event

• Include your NIL portfolio (see Step 4)

Approaching them with respect and professionalism helps you stand out. Local businesses love supporting local talent—they just need to know you're open to it.

Start small, stay authentic, and you’ll find the right first partner.

*Secret Tip: Start Tagging the Brands You Love

Want to get noticed faster? Start tagging brands you already use and genuinely love in your content. Keep it realistic (think local businesses or niche sports brands), and be creative with how you incorporate them.

Why it works:

• It shows you're serious and thoughtful about partnerships

• It gives brands free value and a preview of what a real NIL campaign could look like

• If your content performs well, you’re immediately on their radar

Remember, you're not just building a following—you're building a case for why you're a great brand partner.

Start small, stay authentic, and you’ll find the right first partner.

Common Mistakes to Avoid

• Chasing follower count over engagement

• Being too salesy or inauthentic

• Ignoring compliance with your school's NIL rules

• Forgetting to involve parents in the process

• Accepting partnerships that don’t align with your values

Final Tip: Think Long-Term

Your first deal is just the beginning. The habits you build now—consistency, integrity, creativity—will set the tone for future opportunities.

And remember, your NIL value isn’t just about who you are today, but who you’re becoming.