NIL Is Turning College Athletes Into PR Stars

As college athletes learn to manage their brands, they’re discovering that public relations is more than a major: it’s a playbook for success.

When I first learned about Name, Image, and Likeness (NIL) deals, I thought it was just about athletes looking for another way to get a bag, but the more I looked into it, I realized that NIL is pushing college athletes to think like public relations pros and some are becoming PR majors because managing their brand has become just as important to their game.

A few years ago, most student-athletes didn’t worry about negotiating contracts, running social media, or deciding which companies could fit their personal brand the best. They just played for the love of the sport. Now, NIL has flipped that script, making every post, interview and partnership a chance to build or damage a career. That means understanding how to tell your story: managing the audience and creating long-term value is important to athletes and is exactly what PR teaches.

“Historically, we’ve viewed college athletes through the lens of athletics or academics, but they’re daughters, brothers, role models, and they’re now cultivating public personas and marketing skills,” said Molly Harry, Ph.D. in an interview with University of Florida News. 

I’ve seen football players start their own podcasts and basketball players partner with local restaurants. These moves aren’t random acts, but strategic ones. They are utilizing PR strategies with action. Athletes are learning how to shape narratives, protect reputations and connect authentically with fans. While not every athlete is going to major in PR, more of them are realizing the skills line up perfectly with their reality.

For PR programs, NIL is like free advertising. It shows that PR isn’t just about press releases and crisis statements, but it involves branding, influence and opportunity. The locker room and classroom are starting to overlap more and that’s exciting. It means the next generation of PR pros might bring a competitive energy like they use in sports.

So, what’s next? I think we’ll start seeing universities encourage more crossover between athletics and communication schools. Imagine workshops where athletes learn campaign building, media training, or influencer strategy as part of their scholarship experience. That’s not just good for the players, it's good for the schools, fans and future of PR.

NIL isn’t just changing sports, it’s changing who gets to lead the conversation.

Bio: Christopher Jackson is a Public Relations major at California State University, Northridge. He’s passionate about sports, music, and storytelling, and hopes to work in entertainment and sports PR after graduation.