Most athletes' first NIL deal doesn't come from a national brand responding to a cold DM — it comes from a local business they pitched directly. Local businesses are more accessible, more likely to say yes to a first-time NIL athlete, and often care more about whether you're a good fit for their customers than how many followers you have. Here's how to actually do that outreach.
Start with a list, not a guess
Before you write a single message, make a list of 15-20 local businesses that make sense for you specifically. Think about where you already shop, eat, train, or spend time — a gym, a sports store, a restaurant your family goes to, a car dealership that sponsors local teams, a business owned by someone in your school or parish community. A business you have a real connection to, even a small one, will respond better than a stranger.
Prioritize businesses that already spend money on local marketing — a business with a Facebook page they actually post on, a sign at the local field, a booth at community events. That's a business that has budget for exactly what you're offering, even if it's a small budget.
Build a one-page pitch before you reach out
You don't need a slide deck. You need one clear, specific offer. At minimum, include:
- Who you are — your sport or field, your school, and one sentence on what makes you locally relevant (not a full bio).
- Your real numbers — follower counts and engagement across the platforms you actually use, honestly. Businesses can tell when numbers are inflated or padded, and it costs you credibility.
- What you're offering — be specific. "One Instagram post and one story tagging your business, plus an in-person appearance at your next event" is a real offer. "Social media promotion" is not.
- What it costs — have a number in mind, even if you expect to negotiate. Businesses respond faster to a concrete ask than to "whatever you think is fair."
How to make first contact
Email or a direct message to the business's official account both work — pick whichever the business actually uses. Keep the first message short: introduce yourself in one line, say specifically why you're reaching out to them (not a form letter), attach or link your one-page pitch, and ask if they'd be open to a quick call or a deal. A message that's easy to skim gets read; a wall of text gets ignored.
If you know the owner or a manager personally, or know someone who does, a warm introduction beats a cold message every time. Don't be shy about asking a parent, coach, or teacher if they know someone at a business on your list.
Timing matters more than people think
Reach out before a business needs marketing, not after. A gym is more receptive to a pitch a month before a New Year's membership push than in the middle of a slow week with no campaign planned. A restaurant is more open to a partnership before a big local event than the day of it. If you don't know a business's calendar, ask — "is there a time of year that's better to talk about this" is a normal, professional question, and it shows you're thinking about their business, not just your own ask.
What to offer beyond a single post
A single social media post is the easiest thing to offer, but it's not the only thing, and businesses often respond better to something with more substance behind it. Consider offering: an in-person appearance at a store opening or community event, a short video testimonial instead of a static post, a season-long partnership instead of a one-off (which is easier for a business to budget for and gives you recurring income instead of a single payment), or a referral arrangement where you promote a discount code unique to you. The right offer depends on the business — a youth sports store benefits more from an appearance at a clinic than a single Instagram post; a restaurant might get more value from an ongoing relationship than a one-time post ever could.
What to do if they say yes
Get the agreement in writing before you do any work — even for a small, informal-feeling deal with a business you already know. A written NIL agreement protects both sides: it defines exactly what you're delivering, when, and for how much, so there's no confusion later about whether a single Instagram story counted as "promotion." See our guide to what's actually in an NIL contract for what a solid agreement should cover. If you're under 18, your parent or guardian needs to be part of that agreement too — build that into your timeline from the start rather than as an afterthought after terms are already agreed.
What to do if they say no (or say nothing)
Most pitches don't land, and that's normal — treat this like the volume game it is. A polite one-time follow-up a week or two later is reasonable; anything more than that starts to feel like pressure. If a business says no, ask if you can check back before a specific upcoming event or season — that gives you a natural reason to reach out again without it feeling repetitive.
Don't take silence personally. Small businesses are busy, and a message can get buried without any reflection on your pitch. Move to the next business on your list rather than waiting on one response.
After the deal is done
Deliver exactly what you agreed to, on time, and follow up with the business afterward — ask how it performed for them, and if they'd be open to working together again. A completed deal with a good review is worth more to your next pitch than almost anything else you can put in your profile: it's proof you're reliable, not just available.
Create your profile so you have something real to link in your pitch, or browse open opportunities to see what local businesses are already offering in your area.