NIL Strategy

The NIL Foundation Every
Family Should Understand.

The essentials families should know before navigating NIL conversations, opportunities, and expectations.

By Jay Joyner, Founder & FIBA-Licensed Agent

Most families I talk to aren't missing NIL opportunities because their athlete lacks a following or talent. They're missing them because nobody has explained, in plain language, what NIL actually is, what it isn't, and what questions to ask before signing anything. This is meant to be that plain-language explanation.

What NIL actually means

NIL stands for Name, Image, and Likeness. It refers to an athlete's right to earn compensation from the use of their own identity — through sponsorships, social media partnerships, merchandise, appearances, and similar opportunities. It is not a salary, a scholarship, or a guarantee of any kind. It is the right to be paid when someone else wants to use your name, your image, or your likeness for commercial purposes.

What families should understand before any conversation about NIL

Rules vary by state, by school, and by governing body

There is no single national NIL rulebook that applies the same way everywhere. High school rules, college conference rules, and individual school policies can all differ. Before any agreement is signed, the family should know exactly which rules apply to their athlete's specific situation — and that often means asking the compliance office directly, not assuming.

Not every offer is a real opportunity

The NIL space has attracted plenty of people offering deals that sound exciting but carry vague terms, no real compensation structure, or obligations the family hasn't fully read. A good question to ask of any deal: what exactly is being promised, what exactly is being asked for in return, and is it in writing?

Personal brand comes before brand deals

Brands and sponsors look for athletes with a clear, authentic presence — not just a large following. An athlete who understands their own story, communicates professionally, and shows consistency over time will generally find more durable opportunities than one chasing every available offer.

Questions worth asking before signing anything

• Does this comply with my school's and state's current NIL policy?
• What specifically am I being asked to do, and for how long?
• Is the compensation structure clear and in writing?
• Who do I contact if something in the agreement isn't honored?
• Does this align with how I want to be represented publicly?

NIL can be a real and valuable part of an athlete's journey. The families who navigate it well aren't the ones with the most offers — they're the ones who understood the landscape before they needed to.