How Coaches View NIL: Does Your Athlete’s Future Align with Their Program's Culture?

West Virginia coach Rich Rodriguez walks the sideline in a college football game, Saturday, Dec. 1, 2007 in Morgantown, W.Va. (AP Photo/Jeff Gentner, File)

When your athlete is considering which college to attend, there’s a lot to think about—scholarships, coaching styles, the campus vibe, and, of course, NIL opportunities. But one thing many parents overlook is how the coaching staff views NIL and how that will affect their athlete’s future. It’s easy to get caught up in the idea of NIL deals, but the culture of a coach and a team plays a huge role in how those opportunities will play out—and if they will even be available in the first place.

NIL and Coaches: It’s About More Than Just the Money

Recently, a coach made headlines by banning TikTok dancing among his players, saying it “I’m just banning them from dancing on it. It’s like, look, we try to have a hard edge or whatever, and you’re in there in your tights dancing on TikTok ain’t quite the image of our program that I want.” While this might sound like a small thing, it’s a big clue about how certain programs view NIL and social media. Coaches like this one are all about keeping their athletes focused on the sport, and that means they may expect a level of discipline that doesn’t leave room for individualism. No flashy nail polish, no over-the-top personal expressions—just players putting the team first. They’re focused on teamwork, no whining, and certainly no distractions. For coaches like this, they want their athletes to stay sharp and ready for the game, and that means NIL and social media might be seen as unnecessary noise.

West Virginia coach Rich Rodriguez walks the sideline in a college football game, in Morgantown, W.Va. (AP Photo/Jeff Gentner, File)

But here’s the thing—many coaches have different views when it comes to NIL. Some believe it’s important for athletes to focus on football (or their sport of choice) and think NIL should be handled on the side, outside of practice and games. Others might feel uneasy about athletes making more money than their coaches or getting too caught up in self-promotion. The concern often is that athletes may become uncoachable if they’re too focused on their personal brand rather than the team’s success.

Now, here's where it gets tricky: There’s no right or wrong way to approach NIL or team culture. Every program has its own culture and philosophy, and it’s up to the coach to decide what works for them. The key is understanding what’s important to your athlete.

Now, think about your athlete for a moment. What’s their ultimate goal? If they dream of playing professionally, NIL might not be as much of a focus as honing their skills and making sure they’re with a coach who can get them to the next level. But if your athlete is more interested in growing a personal brand, being active on social media, and taking advantage of NIL opportunities, a school that doesn’t allow that kind of self-expression might not be the best fit.

As a parent, you know your child best. Do they thrive in a more traditional environment where NIL is on the backburner, and the main focus is the sport? Or do they need a space where they can express themselves, grow their brand, and fully engage in the NIL opportunities that come their way?

Culture Fit: It’s About More Than NIL Dollars

When choosing a school, you’ve got to think about more than just the NIL opportunities. Does your athlete thrive in the spotlight, or do they prefer to stay more low-key? A coach like Deion Sanders, for example, fully embraces the media and NIL opportunities. He loves the attention and helps his players get a lot of exposure. But if your athlete isn’t into being constantly in front of a camera, Deion’s style might be overwhelming for them.

On the flip side, a coach who doesn’t focus on media as much might not offer as many NIL opportunities, but that could be just what your athlete needs to focus on their craft without the distraction of social media. There’s no one-size-fits-all approach, so it’s important to consider what environment will help your athlete succeed and feel comfortable.

Questions to Ask When Thinking About the Right School

• What’s your athlete’s main goal? Are they hoping to go pro, or are they more interested in building a brand and making money from NIL? Their goal will help guide you toward the right type of school and coach.

• How does the coach view NIL? Some coaches are all for it, while others are more traditional and focus on the game. It’s important to know where they stand.

• Does the coach embrace media attention? Some athletes thrive in the spotlight, while others don’t. Make sure the coach’s style matches your athlete’s comfort level.

• What’s the overall culture of the team? Is it all about teamwork and staying focused, or is there room for athletes to express themselves and pursue outside opportunities?

Action Step for Parents

Here’s a simple action step to help you make the best choice for your athlete: Take a moment to research the coaches and their philosophies. Watch some interviews, check out how they interact with the media, and talk to current players or their families to get a sense of how NIL is handled at that school. It’s important to make sure the coach and the school align with your athlete’s goals—not just for NIL, but for their personal growth and success in the future.

Choosing the right school isn’t just about the money—it’s about finding a place where your athlete can thrive. Whether they want to go pro, build a brand, or just focus on their academics and athletics, it’s essential that they’re in an environment that supports their long-term goals.

At the end of the day, it’s about more than just the NIL deal on the table today—it’s about what will help your athlete succeed tomorrow. So, ask yourself: Does the school and coach fit your athlete’s goals, both on and off the field?