Why NIL Education Should Be Mandatory Before the First Deal

By Kalei Mahi

October 7, 2025

We make kids get physicals before they can play sports. So why aren’t we requiring education before they can profit from their name, image, and likeness (NIL)?

This question hit me hard again over the weekend during a strategy session with a high school athlete who’s heading to USC in the fall. She’s 17. She’s obsessed with trends, lives on social, and has started posting with real intention. In other words, she’s exactly the kind of athlete brands want to partner with in today’s NIL landscape.

But like most young athletes, she’s only just beginning to understand how any of this actually works.

When the Athlete Is Ready, But the System Isn’t

During our session, we covered the basics: how to post with purpose, how to reflect your values through content, and how to build a visible track record of brand loyalty before a sponsorship offer ever hits her dms or inbox.

Her mom was on the call, too. She asked all the right questions:

• How can we keep her safe?

• What are the red flags to watch for?

• What does a smart deal look like?

You could hear the concern behind every question. This was a parent trying to do right by her daughter in a system that hasn’t given her any guidance.

This is a smart, engaged family. This athlete attends one of the most competitive high schools in Southern California and still, they’re underprepared for the business side of NIL.

Sadly, they’re not alone.

A Billion-Dollar Industry with No Onboarding

We’ve built an entire NIL ecosystem with billions of dollars flowing through it and no standardized education to go with it. No required training. No structured onboarding. No real support for the athletes and families who need it most.

Parents are left to figure it out on their own. And the schools that should be leading this charge? High school and college programs alike are mostly silent.

So who fills the gap?

Enter the Talent Managers

Talent managers are stepping in and it’s a mixed bag.

Let me be clear: there are some fantastic managers out there. I’m fortunate to call many of them friends. They care deeply about the athletes they represent, they lead with integrity, and they treat the work like mentorship. These are the professionals I trust and happily refer athletes to once that athlete understands the business and is managing more deal flow than they can handle alone.

But that’s not always who shows up first.

There are also managers building bloated rosters, making big promises they can’t deliver, and selling the dream without a plan. For families who don’t know how NIL works yet, that can sound like help. But often, it’s just someone else trying to cash in.

And when you don’t know the difference, it’s easy to hand over control without even realizing it.

Where’s the Education?

For the thousands of athletes who are showing up, building their personal brand, and getting approached with deals—why are we still letting them walk into this space without any foundational education?

If schools can afford multiple uniforms, travel budgets, and shiny new facilities, they can afford real NIL education.

Not a one-pager. Not a webinar link.

I’m talking about structured, ongoing, real-world support that helps athletes and families understand contracts, branding, taxes, mental health risks, and personal safety.

At the very least, this should be mandatory before the first deal is signed. Ideally, it should happen before the first practice.

We Can’t Keep Hoping It Works Out

The money is real. The pressure is real. The risks, bad contracts, burnout, identity crises are not theoretical. They are happening.

We’ve told athletes to act like professionals. We’ve told them to build a brand. Now we need to treat their education with the same level of seriousness. Because right now, we’re sending kids into a billion-dollar marketplace without training and just hoping they don’t get hurt.

If you're a parent, coach, school leader, or brand, the time to step up is now. NIL isn’t slowing down. Our education efforts can’t either.

If you’re a parent, coach, athlete or a school administrator and you’re interested in learning more about this industry please reach out to schedule a complimentary phone call to learn how I can help you navigate this industry with confidence.