From the Combine to Your Future: Five Things Every High School Athlete Needs to Know About NIL (Name, Image, Likeness) Before College
The NFL Combine just wrapped up, with 300+ college players evaluated on their technical skills by NFL coaches, general managers, and scouts. Many of these athletes arrived in Indianapolis with something beyond their stats and speed — they came with personal brands. Some had already secured NIL deals; others are hoping those brand partnerships follow a roster spot.
But those opportunities don't start in college. They start in high school. With the 2025–26 school year coming to a close, there's no better time for high school athletes to start building the foundation that makes sponsors and brands take notice. We sat down with our NIL Consultant Lesley Berry to talk about exactly how to do that. With more than two decades working with professional athletes — including one of Dallas' most beloved basketball stars, Dirk Nowitzki — Lesley knows what it takes to build a personal brand that big-name sponsors want to align with, on and off the court. Here's what she had to say:
If you are a college-bound athlete and have not started thinking about Name, Image, and Likeness (NIL) and building your personal brand, you are already behind.
NIL is not just a college consideration. NIL training for athletes starts NOW. The work you do in high school, before you step on a college campus, will determine how prepared you are to compete — not just in your sport, but in the business of being an athlete.
I spent 20+ years in professional sports, managing player brands, marketing the NBA Champion Dallas Mavericks, and working alongside some of the biggest names in the game. Here are five things I would tell every high school athlete BEFORE heading to college.
1. Clean Up Your Social Media — Then Build with Purpose
Your social media is the first thing a company, coach, or university will discover about you. Right now, go audit your social media presence. Search your own name. If anything on your profile would concern a sponsor or a school, remove it.
Then start posting with purpose:
Post about your sport, values, passions, and community interests. Give followers a small glimpse into who you are.
Brands are looking for athletes who connect with their followers. Be consistent with your look, vibe, and feel while remaining true to your personality.
Post regularly. Grow your audience by connecting with them constantly.
You are not just an athlete. You are your own personal brand with a unique personality and values.
2. Define Your Personal Brand and Know What Value You Bring
If you cannot answer these three questions, you do not have a brand yet:
What do I stand for beyond my sport?
What makes my story different?
What do I want people to say about me when I am not in the room?
Every social media post, interview, or public appearance should reflect who you are. Brands do not just pay for athletic performance — they pay for your story, personal character, and connection with followers. If you are true to who you are, to your personality, and to your values, companies will want to connect.
3. Know What NIL Opportunities Look Like
NIL deals are not just for the STAR athletes or BIG brands. They key is engagement. Local businesses, regional brands, and community organizations are actively looking to partner with athletes (big and small) who have an engaged, authentic following. Start researching opportunities and building your following now:
Put together a personal one-page media kit focused on your sport, academic accomplishments, community involvement, and a brief personal brand statement. This is your first pitch document and can even be used as a starting point to build a future resume for life beyond sports.
Think local first. Small businesses are also making NIL deals—the restaurants you frequent, the sports equipment brands you use, the training facility you attend. Don’t overlook your own community.
Ask about NIL opportunities, strategies, and restrictions at every school you visit during recruiting. NIL inquiries are legitimate questions colleges have come to expect.
Know the difference between social media follower count and engagement rate. A smaller, highly engaged audience is often worth more to a brand than a large, passive one.
4. Be Strategic. Not Every Opportunity Is a Good One.
When NIL deals start coming, stop and evaluate. Every brand partnership you take on becomes part of your public identity. Ask yourself:
Does this brand align with who I am and my values?
Do I use or believe in this product?
Do I understand what I am agreeing to?
Set goals for your personal brand the same way you set goals in your sport. Only agree to partnerships that align with your values, match your personality, and have metrics you can fulfill. Treat your brand like a business, because that is exactly what it is.
5. Learn to Communicate — On Camera and In Person
Put in the work now polishing your external presence. The moment you start securing NIL deals or perform in your sport at the collegiate level, you will be expected to speak in interviews, create content, and represent brands publicly. Be prepared now:
Practice talking on camera. Record yourself answering common interview questions and watch it back. Or, take a speech or debate class to dedicate in-school time to practicing public speaking.
Develop a 60-second personal elevator pitch — who you are, what sport/position you play, what you are passionate about, etc.
Stay true to the message. Know your talking points and get comfortable returning to them no matter what you are asked.
Start networking now. Connect with professionals in sports and business, attend events, follow brands you are interested in. The relationships you build now are the ones that will open doors later.
Get in the Game NOW: NIL is a real opportunity, but it rewards the athletes who prepare for it. Lock in your social media, define your brand, know your value, be selective, and learn to communicate. The off-season is not just for training as an athlete. It is for building your future brand.
Ready to take your personal brand and NIL training to the next level, contact us to schedule our athlete branding workshop to give your athletes the competitive advantage.