Knowing your worth is a struggle many college athletes face now that they can make money from their name, image, and likeness, known as NIL.
To help athletes understand their value, influencer-marketing-and-production company Gen Agency has been educating and consulting college athletes on NIL.
“Our big focus is creating a sustainable NIL marketplace at each university,” Rachel Maeng Brown, the founder and CEO of Gen agency, told Business Insider.
Brown, a former NCAA rower, said the NIL side of Gen Agency educates universities to help them build curriculums. The agency also offers athletes on-site and virtual workshops about NIL marketing.
In April, Gen Agency hosted its first NIL-educational summit for University of Michigan influencers in partnership with Reach, a student-driven organization helping content creators grow their platforms and connect with brands. The presentation, which was shared with BI, covered how athletes can understand their audience, price sponsored content, post properly on social media, and protect themselves with a contract.
The summit also featured a panel of guest speakers, including former NFL player Isaiah Johnson. Johnson told BI that social-media followers and engagement are more important to brands who work with athletes than on-field performance.
“Followers, everyone wants to know how many people are following you and then two, just how genuine you are,” he said. “If you are genuinely using a product, this could be a wonderful fit.”
Johnson said athletes with the best media presence are natural and real with their followers. He said sports fans love behind-the-scenes footage they can not get from somewhere else, like athletes’ day-in-the-life videos.
Here are five key slides from Gen Agency’s NIL presentation on how athletes can brand themselves and negotiate fair pay:
