Small Deals, Big Doors: The NIL Lesson Most Athletes Miss

A few months back, I sat down with an athlete to review a NIL opportunity from a local business. On the surface, it looked almost too small to bother with—$200 a month for six months, in exchange for a quick social post after competitions mentioning the business as their go-to “refuel” spot.

"First deal or first win — the real victory is the doors it opens next."

The athlete’s first reaction was to scoff. The number wasn’t impressive, and they were focused on bigger offers they hoped would come. But here’s the truth: NIL, like business, isn’t just about the first check—it’s about the connections that check can bring. I reminded them that sometimes the smallest agreements open the biggest doors, because they put your name in the right conversations.

They signed.

That modest agreement led to introductions to other businesses in the community. Those introductions turned into new sponsorships. And before long, that athlete was pulling in around $1,500 a month through local partnerships—without adding any extra training or travel demands to their schedule.

I’ve been in corporate sales for over 25 years, including time as an executive at one of the Big Five firms, and for the past few years I’ve worked as a World Athletics Representative and Licensed Agent on the East Coast. I’ve seen this pattern repeat itself in both arenas: the first deal rarely makes you rich, but it can make you visible. Visibility leads to trust. Trust leads to bigger, better deals.

That’s why I tell my athletes, don’t eat before you are fed. Don’t push away the plate before you’ve seen what’s really being served. In NIL, the meal often gets better after the first bite.