Name, image, and likeness has changed the way that collegiate athletes behave on and off the court–in a good way. Even though NIL is just over a year old, many college athletes have had the opportunity to benefit and profit from their personal brands. However, when choosing to partner with a brand, athletes should make sure to have some questions answered to ensure the partnership is a safe one, and one that benefits both parties. Here are five of those must-ask questions. 

What is the target audience for the intended partnership or advertisement campaign?

By understanding who the advertisement or partnership campaign will be targeted to, athletes can determine whether or not the particular deal is one that is fit for them. Because each athlete has their own portfolio and personal brand, not all deals are suitable for all athletes–and that's okay! Choosing deals that have an audience aligned with your intended market, will ensure both parties are benefiting. There are plenty of opportunities out there, so it's okay to be a little picky! 

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What kind of time commitment does the deal require?

Each NIL deal varies in the actual partnership and the time of the commitment. Some partnerships and campaigns are only a one-time deal. Others are a sequential partnership, like publishing a sponsored post once a week, for example, or a consistent temporary time period, like publishing a sponsored post each day for one week. By understanding the time commitment before entering the deal, the athlete can be more realistic about whether or not the deal is the best one for them. College athletes are very busy individuals, meaning some may not have the required time to participate in a partnership, so knowing the time commitment before you commit is a must. 

What are your expectations of the partnership?

Much like asking about the time commitment of the partnership or advertisement campaign, by asking about the expectations in general of the NIL deal, the athlete can gain a sense of understanding of whether or not they are interested in it. Furthermore, the actual product may not be something the athlete is interested in, which could make it a challenge to endorse. By understanding the expectations and organization's perspective of the partnership, the athlete can rest assured knowing that the product or service they are profiting off of is beneficial to them. 

Related: Managing your Money as a Student-Athlete with NIL Contracts

What data can you provide to show that this is a worthwhile deal?

By having the opportunity to view company data, the athlete can better understand why their endorsement and partnership matters and how it can be mutually beneficial. Furthermore, seeing the figures behind the deal itself will also provide the athlete with the knowledge of whether or not their time would be beneficial to the company. College athletes lead busy lives and wasting time on an NIL deal that is not helpful to the athlete or to the brand may be a waste of time that could be avoided if the athlete had access to data upfront. 

Related: 10 Ways to Make NIL Money in Non-Revenue Sports

What are the company's values? 

College athletes are respected widely, and sometimes on a global scale. Therefore, each partnership that an athlete enters should be equitable to the values that they hold. By asking before entering the deal about the company's values (or just scoping out their social media), the athlete can make sure that they align with the company's morals. 

Name, image, and likeness deals can be complicated, but they don't have to be. This important set of questions can help athletes ensure that the NIL deals that they enter are the best fit for both themselves and the business. 

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* Originally published on August 16, 2022, by Caleb Myers