College sports keep changing, and lately, Name, Image, and Likeness (NIL) agreements have shaken things up. Everyone seems to focus on powerhouse programs, but honestly, there’s a lot happening at smaller schools that’s worth a closer look.
Let’s dig into the Small Program NIL Playbook and see how DII, DIII, and mid-major schools might use NIL to their own advantage. Sometimes the best stories are hiding off the main stage.
Understanding the Current NIL Landscape
People talk about NIL as if it’s just for the elite schools, but that’s not really the case. Smaller institutions, often tucked into close-knit towns, bring something special to the table for local businesses.
The truth? Most NIL deals aren’t huge. They’re usually worth tens of dollars, not thousands. That means local shops can jump in without much risk, and suddenly, you’ve got a bunch of small but meaningful partnerships popping up all over.
Building a Sustainable NIL Ecosystem
If you’re a smaller program, chasing a few big deals isn’t the best move. Instead, it’s smarter to focus on making lots of smaller agreements happen.
Picture a team pulling off hundreds of little activations every year. That adds up—maybe not overnight, but over time, it can make a real difference for student-athletes.
Case Study: Jack Betts
Take Jack Betts, a wide receiver at Amherst. He’s a Division III athlete who managed to land over 35 NIL deals, and together they added up to about $7,500 in cash and products.
Each deal was just over $200 on average, but for a student without a scholarship or a national spotlight, that’s a big deal. It’s proof that the approach works, even if it’s not flashy.
Strategies for Success
Alright, so how do you actually make NIL work at a smaller school? It comes down to playing to your strengths and leaning into those community connections.
Build a Book of Local Businesses
The best asset you can have? A solid list of local businesses that want to work with athletes. Make it easy for your players to access this list so they can spot good opportunities.
Some categories to focus on:
- Regional financial institutions: Credit unions and local banks love reaching younger customers and might offer financial workshops, too.
- Grocery, convenience, and restaurants: High-traffic spots that are perfect for team-wide promotions or quick activations.
- Consumer health and wellness: Think dental offices, pharmacies, gyms—businesses that want to be seen in the community.
- Agricultural, industrial, and trade employers: These are often the backbone of small towns. Start with in-kind deals, and maybe cash comes later.
Leverage Audience Density
One thing small programs have going for them is audience density. Local businesses care way more about a concentrated, local following than a massive but scattered one.
If you can show that most of an athlete’s followers live within a short drive of the business, that’s a strong pitch. For example, saying *61% of this athlete’s audience lives within thirty miles of your three locations*—that’s the kind of detail that gets attention.
Promote Specificity and Transparency
Being upfront about your NIL activities can set you apart. Publish the details—who you’re working with, what kinds of deals you’re doing, and how athletes can get involved.
It’s a good way to attract recruits, get local businesses interested, and keep current athletes in the loop. Small schools can be nimble and specific in ways big programs just can’t match.
The First 90 Days: A Roadmap
If you’re looking to kick off an NIL strategy, it helps to have a plan. Here’s a quick breakdown of what the first three months might look like:
Days 1 to 30: Inventory and Warm Leads
Start by rounding up any existing deals or relationships your department already has. Dig through your donor database—you’ll probably find at least thirty warm leads.
Days 31 to 60: Build the Audience Density Deck
Next, put together a presentation with all your data: where followers live, attendance numbers, and how that overlaps with local businesses’ trade areas.
Then, set up at least ten meetings to pitch these ideas to potential sponsors. Be specific and show them the value right up front.
Days 61 to 90: Sign and Publish
Now it’s time to lock in your first wave of partnerships. Make sure every athlete who wants in has a profile online with real numbers and examples.
Once you’ve got results, share them. It’ll help with recruiting, get more businesses interested, and show everyone you’re serious.
RallyFuel: A Catalyst for Small Programs
There’s a platform called RallyFuel that’s making things easier for small programs and athletes. It connects fans directly with athletes, so you don’t need a brand or agency to sign off on every deal.
This is especially handy for smaller schools, where athletes are local heroes but don’t have big-league exposure. More than 1,200 programs are already using RallyFuel, across all sorts of divisions and conferences.
If you’re in the NCAC, CCIW, WIAC, NESCAC, SAA, PSAC, NSIC, PacWest, SSC, or CIAA, there’s a spot for your school in this growing NIL world. Why not see what’s possible?
Conclusion
The NIL landscape is shaking things up for smaller programs, and honestly, it’s about time. There’s real potential here for DII, DIII, and mid-major schools to get creative and actually thrive.
It’s not just about landing big names—volume matters, and local community ties can make all the difference. Keeping things transparent helps too, even if it’s not always easy.
If you want more ideas or just want to see what’s working elsewhere, check out the Small Program NIL Playbook.
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