Youth Inc. Recommends: How to Build Your Athlete Brand

Today’s athletes aren’t just competing on the field—they’re building platforms off it. With the rise of NIL (Name, Image, and Likeness) and the growing visibility of youth and college sports, personal branding has become part of the game. And no, building a brand doesn’t mean chasing followers or going viral. It means being intentional about how you show up—online, in conversations with coaches, and in the way you carry yourself as a teammate, student, and leader. 

Here are a few smart resources to help athletes start building a brand that’s authentic, memorable, and aligned with their goals—on and off the field: 

A Handbook for Understanding and Earning NIL Contracts in High School Athletics

What it is: A down-to-earth guide that walks high school athletes through what it actually takes to start building a brand and exploring NIL deals. It covers how to show up on social media, ways to stay compliant with the rules and what to think about before signing anything. 

Why we like it: This article does a great job making the world of NIL feel less intimidating. It’s not about becoming famous overnight—it’s about telling your story in a way that’s real, smart, and aligned with your values. Perfect for athletes who want to get started the right way.

What Is NIL in College Sports? How Do Athlete Deals Work?

What it is: A clear, straightforward explainer that breaks down what NIL (Name, Image, and Likeness) actually means for college athletes. It covers how NIL deals work, who oversees them and what athletes need to know about navigating this new landscape.​ 

Why we like it: This article is perfect for athletes and families who are new to the concept of NIL. It demystifies the process, explaining that NIL allows college athletes to earn money from endorsements, social media and other ventures, while also highlighting the importance of understanding school and state regulations. It's a great starting point for anyone looking to grasp the basics of NIL in college sports.​ 

Content Ideas for Student-Athletes

What it is: A super helpful list of simple, creative content ideas for athletes who want to build their brand—but don’t know what to post. From training clips to behind-the-scenes moments to sharing your “why,” it’s full of prompts that feel natural and authentic. 

Why we like it: You don’t need to be an influencer to tell your story. This guide gives athletes a starting point to post consistently and meaningfully, without feeling cringey or forced. It’s especially great for those just starting to grow their presence or thinking ahead to NIL. 

The NIL Game Changer? Personal Branding  

What it is: A straightforward guide that explains how to build a personal brand in a way that actually feels real—not performative. It walks through the basics like knowing what you stand for, how to talk about it, and how to show up consistently across platforms. 

Why we like it: This article cuts through the hype and reminds athletes that branding isn’t about being flashy—it’s about being intentional. It’s perfect for anyone thinking about NIL or long-term career impact and wants to start building something meaningful, not just trendy.