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Athletes who openly show interest in brands are the ones landing the deals.

I spoke with three different people at agencies working directly with brands just this past week, and each said the same thing: Showing genuine initial interest in a brand is the simplest, most reliable way to spark brand interest in return.

Think about it—posting about a product or brand before you've even got a deal tells the brand you're already aligned with them. They see you as authentic, someone who genuinely likes and supports their product without being paid.

Some athletes hesitate because it feels like giving out free ads. But the key is to focus on brands and products you genuinely love and believe in so, your posts feel natural and authentic rather than promotional.

Brands love authenticity because it reassures them you'll be a trustworthy ambassador. It also gives them confidence that your followers already associate you with the brand, making future partnerships feel more organic and credible.

So, if you're an athlete thinking about brand partnerships, start with what you already support. Share your genuine enthusiasm publicly, and don't underestimate the power of your voice. Showing genuine interest upfront can make all the difference in turning your favorite brands into your biggest partnerships.

When I got out of college, I struggled to get a job in my field. That’s because I was a sociology major and if you were to ask me today what sociology is, I couldn’t tell you.

There was a post I saw back then that goes viral a few times a year. It shows the average income from someone who went to a trade school versus someone who has a college degree. Makes sense. These are called “boring businesses.” They aren’t super exciting but they bring in a lot of cash if done right.

How does this apply to athletes?

Well, I think more athletes should work in the trades.

I’m not saying get a job in the trades, but partner with them, become their spokesperson, become the face of their brand.

The plumbers, HVAC, roofers are killing it. I  think they could do even better if they make a local college athlete the face of their business.

As a college athlete, people in your city know your name. You’re beloved. You’re trusted. People want to support you.

They also need to get their A/C upgraded and their roofs fixed.

It’s fun to chase the sexy brand deals for a few years while you have the spotlight. But for the 98% of college athletes who aren’t going pro, you’re not going to make enough money from brand deals to last beyond your playing days.

If you want to build a long-term business, attach your name to something boring.

The ownership play

For local services like roofing, solar, and HVAC, reach and recognizability is #1. No one has more of that than local college stars.

Imagine if Steve Slaton, a WVU legend, decided to use the fame he had in the area to start a local business. Or Kay Felder at Oakland. Mateen Cleaves at Michigan State. Troy Smith at Ohio State. Frank Kaminsky at Wisconsin.

Current college athletes have the ultimate opportunity—use that NIL money you’re making now and invest in a local business. Become a part or full owner in a business that already has demand.

Here are some examples of athletes and how they could leverage their local fame.

Zed Key - Locksmith

Dayton’s forward is a great player, but most likely not going to the NBA. Locksmithing was a $100M business in Ohio last year. And how many of those businesses had the star basketball player, whose last name happens to be Key, as the face of them? “Zed’s Keys” would be a fun business to promote, especially if he was the owner.

Sonny Wilson - Solar

Sonny is the best player on a Toledo team that often overperforms, so the locals love him. But again, he’s probably not making it to the league. Why not make use of that #sonnymagic tagline he uses on Instagram and put it towards building “Sonny’s Solar.”

He’s also got a big following from his hometown Detroit. He has two cities that he could launch one of the most high demand local businesses.

Nick Singleton - Plumbing

Nick is Penn State’s star running back, and yeah, he’s most likely going to the league. All the more reason to diversify with a boring business. When you’re a star in a massive college town like Nick, even just having your face attached to a business will get people calling.

With a service like plumbing, usually the most top-of-mind provider wins the most business. And if you’re the area’s star running back, “Nick’s Plumbing” will likely be the first call.

Hannah Iefield - Dog Grooming

Hannah is an Ole Miss cross country athlete. She wasn’t on the national stage much, but she did position her brand online pretty well, with a lot of content on TikTok about having a dog as an D1 athlete. She could easily leverage that to open up a dog grooming business in the city.

Nate Burleson II - HVAC

Most probably think of his dad first, but that’s perfect. Nate Burleson II is a wide receiver at Nevada, but his dad was an 11-year NFL vet. They could team up and play the father and son angle, which always works well for local businesses. Make use of dad’s fame and son’s current name in the area.

All they need to do is find a business that’s always in constant demand like HVAC or Landscaping. “Burleson & Sons HVAC.” Boom.

Njeri Butts - Nail Salon

Njeri is a soccer player at UF who loves her nails. “Nails by Njeri” is right there for the taking, and at a massive college town like Gainesville, she would have a huge jumpstart just from the students on campus and the surrounding towns. 

Not every athlete gets a Nike deal. But with the right play, a local partnership could be way more valuable than a one-off sponsorship.

Boring wins.