We recently attended this Q&A session, moderated by Tim Jackman of the AJGA, featuring sports management experts Chris Mohop and Kevin. They discussed Name, Image, and Likeness (NIL) deals, particularly how they apply to junior and collegiate golfers.
Here are the key takeaways from their conversation:
Understanding NIL
- Basic Definition: NIL refers to the ability for a company or brand to associate with an individual and use their name, image, and likeness to promote a brand, service, or product.
- New for Amateurs: The significant change is that junior and collegiate golfers can now earn money from their reputation, golf game, and social media presence, something not previously possible.
- Beyond Top Athletes: While top performers often secure larger deals, unique stories, personal interests, and a strong social media following can also attract brands.
Misconceptions and Considerations for Junior Golfers
- Long-Term View: When evaluating NIL deals, it’s crucial to consider the long-term impact on a player’s career, especially concerning college plans. A small, short-term deal might not align with bigger goals.
- Regulatory Landscape: NIL is less regulated at the junior level than in college, but state athletic association rules vary. Compliance with NCAA rules is paramount when transitioning to college. International players face additional immigration-related rules for NIL partnerships.
- When to Seek an Agent: Both Chris and Kevin agreed that junior golfers should focus on playing good golf and letting their results attract opportunities. Agents and brands should approach the players, not the other way around. There’s no need to rush into representation.
- Authenticity: Maintain authenticity in all dealings, especially on social media. Your online presence is often the first impression for brands and college coaches.
NIL and College Golf
- Impact on Recruiting: NIL has complicated the college recruiting process. Players should ask potential college coaches about their university’s NIL policies and the involvement of collectives (booster groups that partner with athletes).
- Prioritize Development: The primary focus for collegiate hopefuls should be choosing a university that will best help them develop as golfers and individuals, regardless of potential NIL earnings. As Cooper Manning notably advised, evaluate college decisions as if no NIL money were involved.
- Staying in College Longer: While other sports might see athletes staying in college longer due to lucrative NIL deals, the impact is less significant in golf. Programs like PGA Tour U (for men) and the upcoming LPGA equivalent can incentivize players to stay in school longer to secure professional tour cards, but professional earnings often outweigh collegiate NIL deals.
Red Flags and Best Practices
- “Too Good to Be True”: If an NIL opportunity sounds too good to be true, it likely is.
- Seek Advice: Always seek advice from trusted individuals like golf professionals, college coaches, or family attorneys before signing any agreements.
- Due Diligence: Perform thorough due diligence on any brand or individual offering an NIL deal. Understand all deliverables and ensure comfort with every aspect of the agreement.
- Parental Involvement: Parents or guardians should be actively involved, especially since most junior golfers are minors. Their counsel and support are critical in navigating agreements and ensuring compliance.
Social Media’s Role
- First Impression: Social media is often the first place people look when researching an individual, making it akin to a “cover page.”
- Mindful Posting: Be mindful of what you post, as past content can resurface and impact future opportunities.
- Balance: Strike a balance between authentic personal content and sponsored posts. Excessive sponsored content can deter followers and brands.
- Manage Your Presence: While players should be aware of their online presence, parents may need to help manage social media, especially for younger juniors, to ensure appropriate content and long-term viability.
Final Advice
- Focus on Golf: The most crucial advice for junior golfers is to focus on becoming the best golfer they can be. Playing at a high level will naturally attract opportunities.
- Surround Yourself with Good People: Build a trusted team around you, including agents, coaches, and advisors, who have your best interests at heart.
- Cherish the Experience: While financial opportunities are a benefit, the true rewards of golf lie in the personal growth, relationships, and achievements like holding a trophy. These experiences are far more significant in the long run than any commercial deal.
Run Your Own Race: Don’t get discouraged by what others are achieving. Focus on your process and hard work, and success will follow.