💥How to Build an Athlete Brand Without Needing Millions of Followers

Hey there,

Welcome to The NIL Playbook, your go-to resource for turning your Name, Image, and Likeness (NIL) potential into a winning strategy. Whether you're an athlete just starting to explore NIL opportunities or someone looking to elevate your brand to the next level, this newsletter is designed to give you actionable insights that work in the real world.

Before we dive into today’s topics—building your brand without millions of followers and a spotlight on college football’s first NIL holdout—let me introduce myself. My name is Justin Thompson, and I’ve spent the last few years living and breathing the NIL space. But my journey here didn’t start with a massive platform or a big-name brand. It started courtside at Wichita State University, where I filmed basketball games, coded stats, and learned the grind of sports from the ground up.

From there, I immersed myself in digital marketing, managing social media for over 55 professional sports fan pages and driving millions of impressions. At NIL Wire, I helped grow a newsletter audience from zero to over 50,000 subscribers in record time and built social channels that connected with tens of thousands of athletes. Along the way, I’ve developed strategies that prove you don’t need millions of followers to create a powerful personal brand—you just need the right playbook.

Today’s edition is all about helping you take that first step toward building your brand authentically and effectively. Plus, we’ll unpack the story behind college football’s first NIL holdout—a moment that could redefine how athletes approach their value.

Let’s get started!

— Justin Thompson

Breaking News

College Football’s First NIL Holdout

In a groundbreaking development for college athletics, Tennessee quarterback Nico Iamaleava has become the first known NIL holdout in college football. The redshirt sophomore, who led the Volunteers to a 10-3 season and a College Football Playoff appearance in 2024, is stepping away from the program after a reported breakdown in NIL negotiations. (More)

Key Details:

• Contract Dispute: Iamaleava is reportedly seeking to double his current $2 million annual NIL deal. This demand has led to a communication breakdown with Tennessee's coaching staff. (More)
  
  

• Team Impact: He missed practice on Friday and will not participate in the team's spring Orange & White game. Head coach Josh Heupel is expected to address the issue post-game.​ (More)
  
  

• Transfer Portal: Iamaleava is eligible to enter the spring transfer portal when it opens Wednesday. Without him, redshirt freshman Jake Merklinger and freshman George MacIntyre will compete for the starting quarterback role. ​(More)

  

Why This Matters:

This situation underscores the growing influence of NIL deals in college football, with off-field negotiations increasingly affecting team dynamics. Iamaleava's holdout could set a precedent for other athletes seeking to leverage their market value, potentially leading to more contract disputes and transfers driven by NIL considerations.

Looking Ahead:

As the spring transfer portal opens, all eyes will be on Iamaleava's next move. His decision could have significant implications for Tennessee's upcoming season and may influence how other programs handle NIL negotiations with their athletes.​

Weekly Playbook

How to Build an Athlete Brand That Prints Money (Without Needing Millions of Followers)

Let’s get real for a second:
You don’t need to be the next LeBron, Serena, or Caitlin Clark to make NIL work for you.

What you do need is a system that grabs attention, builds trust, and drives offers your way. It’s time to lock in to this weeks playbook. Here’s your first power play to dominate the NIL game:

💥 Step 1: Capture Attention with a “Godfather Offer”

📣 “Make them an offer they can’t refuse.”

Most people market like amateurs. They say things like “Hire me for a collab” or “Check out my merch.” That’s noise.

Your job? Cut through that noise with a Godfather Offer—so good that brands and fans feel stupid saying no.

✅ How to Create a Godfather Offer (Athlete Edition):

1. Know your niche.
Are you “the gritty underdog,” “the sneakerhead with drip,” or “the mental health advocate in sports”? Pick a lane that aligns with your personality and passion.

2. Stack the value.
Don’t just offer a shoutout. Offer:

• A branded TikTok + IG Story
  

• Behind-the-scenes access during game day
  

• A custom giveaway (that grows their following too)
  

• Postgame signed merch or personalized DMs
  

3. Add urgency.

🕒 “I’m only taking on 2 brand collabs this month while in-season. Hit me if you want one of the slots.”

⚡️ NIL Compliant Pro Tips:

• Keep all pitches within your school’s NIL compliance platform (e.g., INFLCR, Opendorse).
  

• Document everything—contracts, offers, deliverables.
  

• Use personal accounts, not school logos or trademarks, unless cleared.

🎯 Your Brand Move This Week:

Craft your Godfather Offer. Write it out like this:

“Hey [Brand], I’m [Name], a [sport] athlete at [School] with a loyal Gen Z fanbase. I’ve got a limited opportunity this month for a [collab type]. You’ll get [stacked value]. If this sounds like a fit, let’s talk before [date]. I only have 2 spots left.”

DM it. Email it. Post it.

Then track responses. You’re in the brand-building game now.

Want help customizing your Godfather Offer? Reach out me in the NIL Playbook Community or book an NIL Consultant call with me and I would be happy to help you get started on your journey.

Till then—stay loud, stay you. ✊

Justin Thompson
 NIL Specialist

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