In Part 1, we discussed how NIL brand deals are commonly structured and how student-athletes can turn a breakout performance during March Madness into initial endorsement opportunities. But while a viral highlight or tournament run can generate sudden attention, long-term success in the NIL space depends on something more sustainable: building a recognizable and authentic personal brand.
The athletes who create lasting endorsement value are not simply capitalizing on a single moment. They are positioning themselves to turn increased visibility into ongoing partnerships, brand trust, and long-term commercial opportunities.
In Part 2, we focus on the branding side of the equation: how student-athletes can develop a public identity that brands want to invest in, while also protecting the legal and business interests tied to that growth.
Developing an Authentic Personal Brand
One of the most important factors in sustaining NIL opportunities is authenticity. Brands are not simply looking for athletes with impressive statistics or highlight reels — they are looking for individuals who connect with audiences.
Athletes should consider what makes their story unique. This may include:
- Personal interests or passions outside of sport
- Community involvement or advocacy work
- Leadership roles on their team or campus
- Personal experiences that resonate with fans
When athletes communicate these aspects consistently across social media and public appearances, they create a brand identity that companies can align with. Authentic storytelling often leads to stronger and more durable partnerships than purely performance-driven exposure.
A strong example of this approach is Flau'jae Johnson of the LSU Tigers women's basketball team. In addition to her success on the court, Johnson has built a growing career as a rapper and performer. By openly sharing both her athletic journey and her music career with fans, she has developed a multidimensional personal brand that resonates beyond basketball.
Johnson’s example illustrates how NIL opportunities often expand when athletes embrace the full scope of who they are, rather than limiting their public identity solely to their sport.
Maintaining a Professional Digital Presence
In today’s NIL environment, an athlete’s social media presence functions as both a marketing platform and a professional portfolio. Brands often review an athlete’s digital presence before pursuing endorsement opportunities.
Athletes should approach their online presence with the same level of professionalism they bring to competition by:
- Maintaining consistent and thoughtful content
- Engaging with followers in a positive and authentic way
- Avoiding posts that could create reputational or compliance risks
- Highlighting partnerships clearly and transparently
A well-managed digital presence signals reliability to brands and can increase the likelihood of long-term endorsement relationships.
Protecting Your NIL Rights
As NIL opportunities increase, so does the importance of protecting one’s legal and commercial rights. Endorsement agreements often contain provisions that can significantly impact an athlete’s future opportunities.
Athletes should carefully review key contractual terms, including:
- Exclusivity provisions, which may limit partnerships with competing brands
- Usage rights, determining how long and where a brand can use the athlete’s likeness
- Compensation structures and payment triggers
- Termination provisions and contract duration
Proper legal review ensures that athletes understand the full scope of their obligations and protects their ability to pursue future endorsement opportunities.
Planning for Life Beyond the Tournament
For many athletes, March Madness creates a brief window of national visibility. The more important question is what happens next. Student-athletes who approach NIL opportunities with a long-term mindset, supported by careful branding decisions and sound legal guidance, are better positioned to convert tournament exposure into lasting commercial value.
If you have not yet read it, Part 1, explains how NIL brand deals are typically structured and why those contract terms matter when opportunities begin to move quickly.
If you are competing this March Madness or evaluating endorsement opportunities as your visibility grows, The Harris Law Firm’s Sports and Entertainment Division can help with NIL agreements, contract review, and strategic guidance aimed at protecting your rights and strengthening your brand. Call us at (303) 622-5502 to schedule a confidential consultation.
About the Author
​Machia Mullens is a third-year law student at the University of Colorado Law School with a focus on sports law and athlete advocacy. Drawing on her experience as a former Division I student-athlete, she has worked on NIL, revenue sharing, and compliance matters through law firms, CU Athletics, and the CU Law NIL Practicum. She currently serves as a law clerk at The Harris Law Firm and will join the firm full-time as a sports attorney after graduation.
