Recruiting gets you in the game, retention keeps you in it. As NIL reshapes the athlete experience, schools that treat it as a short-term pitch are falling behind. This blog explores why retention must be the cornerstone of your NIL strategy, what successful schools are doing today, and what action steps you can take right now.
The Real Cost of Turnover Losing key players mid-cycle doesn’t just impact wins, it disrupts team culture, creates gaps in leadership, and drains recruiting budgets. Often, these athletes leave because they don’t see a clear NIL path where they are.
NIL as Retention Infrastructure When athletes feel supported, personally and professionally, they’re more likely to stay. NIL is now a core part of the student-athlete experience. Schools that invest in brand development, visibility, and community engagement are building athlete loyalty.
Action Steps for Institutions Set up quarterly NIL check-ins. Offer media coaching and branding support. Host athlete media days where content is captured and athletes feel like the stars of the program.
What Leading Programs Are Doing
Forward-thinking schools are embedding NIL liaisons, building digital hubs for athlete branding, and hiring external consultants to expand capacity without expanding headcount.
Curious how to future-proof your NIL approach and keep athletes engaged?
