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The definitive guide for athletes to understand and earn from name, image, and likeness (NIL) rights
The first comprehensive guide designed to help college, high school, and youth athletes navigate the name, image, and likeness (NIL) rights they've gained since 2021, The Athlete's NIL Playbook walks readers through NIL rules, opportunities, and red flags, showing them how to build a personal brand, find deals, reach out to companies, and negotiate terms. Along with real-life examples, exercises, and pitch templates, this book includes case studies from college and high school athletes who have successfully navigated this burgeoning market: the Cavinder Twins, Olivia Dunne, Travis Hunter, Chase Griffin, Emily Cole, and many more.
Written by Kristi Dosh, a seasoned sports business reporter and founder of a nationally-recognized news platform covering the business of college sports, this book covers aspects of NIL including:
A true playbook for leveraging and capitalizing on NIL monetization opportunities, The Athlete's NIL Playbook is an essential read for athletes and parents seeking to ensure athletic success is matched with lucrative financial and career opportunities that can go far beyond graduation.
Kristi Dosh has reported on the business of college sports for Forbes and ESPN for more than 14 years. She is a nationally recognized expert on NIL and teaches multiple courses on NIL at the University of Florida. She has spoken on NIL for the NCAA and multiple NCAA conferences.
Foreword xiii
Introduction xv
1 NIL Rules in College and High School Sports 1
How We Got Here 3
NCAA NIL Rules 8
The Evolution of the NCAA's NIL Rules 9
NAIA Rules 14
NJCAA Rules 15
Institutional Rules 15
High School Rules 17
Youth Athletes 18
International Athletes 21
Types of Visas 22
Limitations on NIL for International Athletes 32
Weighing the Risks 36
What's Next for International Athletes 37
2 NIL Activities and Opportunities 39
Social Media Marketing 40
Important: FTC Requirements 43
Affiliate and Ambassador Roles 44
Lessons, Camps, and Clinics 47
Solo Planning Checklist 49
Appearances and Autographs 52
Merchandise and Memorabilia 54
Group Licensing and Team-Wide Deals 57
NFTs 58
Podcasts, Radio, and Blogs 58
Books 61
Public Speaking and Messaging 65
Music 69
Art 69
Car Deals and Other Free Products and Services 72
Car Deals 72
Medical Services 73
Real Estate Training 74
3 Defining and Growing Your Personal Brand 77
Developing Your NIL Strategy: The Three Questions 77
What Do You Already Enjoy Doing Outside of Your Sport? 78
What Do You Want to Do After Graduation? 79
What Are One to Three Things You Want to Be Known For? 80
The Riches Are in the Niches 84
4 Social Media Marketing 89
Optimizing Your Profile 90
Choosing the Right Username 90
Choosing the Right Profile Photo 91
Writing the Perfect Bio 92
How to Grow Your Following and Engagement 94
Being Strategic About Your Social Content 95
Utilizing Content Franchises 98
Building a Community for Long-Term Success 100
Choosing Your Social Channels 101
Post Ideas for Athletes 102
Getting Verified on Instagram 104
5 Finding Deals, Pitching Yourself, Pricing, and Negotiations 107
Where to Find Deals 107
Marketplaces 108
Collectives 111
Proactive Outreach 112
The How and Who 114
The Pitch 116
Email Pitch Template 120
Pitching by DM 122
How Most Deals Work 123
Negotiating the Deal 123
Pricing 124
Social Media Content Creator Pricing Guide 127
6 Working with Third Parties: Collectives, Marketing Agencies, and More 133
Collectives 133
What Is an NIL Collective? 133
Working with an NIL Collective 136
What to Know Before Signing a Collective Contract 141
Marketing Agencies 146
Third Parties Offering Advances 147
7 Licensing and Intellectual Property 151
Protecting Your IP Without Violating Someone Else's 152
Group Licensing and Co-Branding 154
What to Know Before Opting into Group Licensing Agreements 155
Jerseys and Shirzees 158
T-Shirts and Other Apparel 159
Trading Cards 161
Video Games 162
Other Group Licensing Opportunities 163
Trademarks 165
8 NIL Agents 171
Who Needs an Agent? 172
Questions to Ask Before Signing with an Agent 173
Things to Look for in Your Agency Contract Before You Sign 177
Term 177
Commission 178
Scope of Representation 179
Termination 179
Disputes 180
What It's Like to Work with an Agent 181
Having the Wrong Agent Is Worse Than Having No Agent 182
Parents, Family Members, and Friends as Agents 186
9 Contracts and Other Legal Issues 191
Benefits of a Written Contract 192
Understand Expectations 192
Preserve Your Ownership Rights 192
Get Paid - and on Time 192
Avoid Conflict 193
Act Like a Professional 193
Understanding Contracts for Content Creators 193
Unfavorable Compensation and Payment Terms 194
Excessive Licensing and Usage Rights 194
Agreeing to Be Exclusive 195
Right of First Refusal 197
Ambiguous Deliverables and Expectations 198
Edits 199
Unreasonable Termination Clauses 199
Use of School Logos, Colors, or Facilities 200
Indemnification and Liability 200
One-Sided Contract Terms or Negotiations 201
10 Growing and Maintaining Your Brand Beyond College 205
Continuing to Work with Brands After Graduation 206
Content Strategy 208
Building Lasting Relationships 211
Making Connections 212
11 The Future of NIL and Revenue Sharing in College Sports 215
The Future of NIL 215
Increased Institutional Involvement 216
Revenue Sharing 216
Back Pay Provisions 217
Revenue Sharing Model 220
Roster and Scholarship Changes 221
New Financial Aid and Revenue Sharing Agreements 224
Ongoing Legal Challenges 228
Conclusion 231
Acknowledgments 233
About the Author 235
Notes 237
Index 247
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