Advising the Next Generation: How to Support NIL-Earning Athletes

College athletes are stepping into a new era. They're not just representing their schools on the field; they're representing themselves in the marketplace. They're building brands, signing deals, and earning real income before they graduate.

It's a powerful shift. But for many, it's happening faster than they can process—and faster than most support systems are built to handle.

If you're an advisor, agent, or brand working in this space, here's the reality: Your job isn't just about helping athletes secure NIL deals. It's about helping them keep, grow, and protect what they earn while building sustainable foundations for their future.

NIL Isn't a Side Hustle. It's a Business.

NIL turned college athletes into entrepreneurs overnight. They're managing contracts, taxes, and appearances. They're running social channels that generate revenue. They're making decisions that can impact their financial trajectory for years to come.

But they're also 18, 19, and 20 years old, balancing academics, training, and life. The transition from amateur athlete to business owner requires skills they've never needed before, and the learning curve is steep.

Without structured guidance, they're navigating tax confusion and unexpected liabilities, inconsistent cash flow and spending surges, unqualified "advisors" promising shortcuts, and a lack of long-term strategy. This creates a perfect storm for financial missteps that could impact their entire future.

This is where the right advisors can step in and actually make a difference. The question isn't whether these young athletes need support—it's whether they'll receive the right kind of support that empowers rather than exploits.

What Support Should Look Like

Supporting NIL-earning athletes isn't about managing transactions. It's about building trust, providing clarity, and empowering smart decisions that will serve them long after their college careers end.

Education-First Approach Break down financial basics in terms they can understand. Explain how 1099 income works and differs from traditional employment. Demystify taxes, budgeting, and cash flow management. Most importantly, create an environment where they feel empowered to ask questions without judgment.

Holistic Guidance Help them align NIL decisions with long-term goals, whether that's professional sports ambitions, entrepreneurship, or stability in a post-college career. Every NIL opportunity should be evaluated not just for immediate financial gain, but for how it fits into their broader life plan.

Brand and Business Strategy NIL isn't just about securing a one-time check. It's about building a personal brand with staying power and aligning with opportunities that authentically fit their values and goals. This means helping athletes think strategically about partnerships, content creation, and audience development.

Transparency and Trust The athlete's best interests must come first in every conversation, every deal, and every strategic decision. This means being transparent about fees, potential conflicts of interest, and the true value of opportunities. Trust is the foundation of any successful advisory relationship.

Why This Matters

These athletes are building something bigger than an Instagram sponsorship. They're building futures that extend far beyond their playing careers.

NIL represents the gateway to financial independence, brand equity, and new career opportunities. But that potential only becomes reality if the people around them prioritize education, ethics, and empowerment over quick wins and short-term profits.

The decisions these young athletes make today will ripple through their lives for decades. Whether they emerge from college financially literate and business-savvy or overwhelmed and exploited depends largely on the quality of guidance they receive during this critical period.

Where We Stand

At CIS Digital, we've seen firsthand what happens when athletes are set up with the right systems, education, and strategy. They move with confidence, protect what they're building, and maximize every opportunity while maintaining focus on their academic and athletic commitments.

We're here for the bold ones—for the athletes ready to build something lasting, and for the programs and agencies that believe in doing it the right way. We understand that success in the NIL space requires more than just connections; it requires a commitment to developing the whole person.

Let's Get It Right

If you're advising, representing, or partnering with NIL athletes, make it count. Show up with expertise, integrity, and a genuine commitment to their success. Teach them the skills they need to thrive independently. Build with them, not just for them.

These young athletes aren't just the next generation of sports stars. They're the next generation of entrepreneurs, leaders, and change-makers who will shape our culture and economy. The responsibility to prepare them for that role extends far beyond the playing field.

Let's give them the tools to thrive in every aspect of their lives. Their success today becomes the foundation for their impact tomorrow.

Ready to talk NIL strategy that actually lasts? The conversation starts with understanding that we're not just building deals—we're building the future leaders of tomorrow.