This post was contributed by Emilia Nowinski, our marketing intern through Boise State’s WorkU program. She is currently studying Media Communications and will graduate in 2028.
Misconceptions often lead to missed opportunities. Smart business leaders reduce uncertainty by learning from those who have already worked through similar doubts, rather than repeating them.
If you’re hesitant about name, image, and likeness (NIL) deals, whether due to cost, fit, or uncertainty, this is exactly why you should reconsider.
Successful businesses don’t need a million-dollar budget or a Heisman Trophy candidate. They need a good story, the right athlete, and the courage to try something new. Boise businesses are seeing results that are changing how they think about marketing.
Misconceptions surrounding NIL deals are causing many businesses to miss valuable marketing opportunities. In Boise, however, an expanding group of leaders are pushing past that uncertainty by using NIL partnerships to drive brand growth, community engagement, and measurable results.
After conducting 11 interviews with Boise business professionals involved in NIL deals, it is evident that local partnerships between businesses and student-athletes reach far beyond the misconceptions that stop many leaders from entering the space. Whether a company is big or small, sports related or not, all companies can benefit from using NIL deals as a marketing tool.
The rise of name, image, and likeness (NIL) deals has created a new marketing opportunity that many companies still overlook. In 2021, the NCAA began allowing college student-athletes to profit from their personal brand after pressures from legal challenges and new state laws forced there to be a change. The shift, emphasized by cases like NCAA v. Alston, recognised athletes’ rights to benefit from their own name, image, and likeness. As a result, businesses can now partner with college athletes in more authentic and targeted ways, yet misconceptions still hold many back.
By breaking down the most common misunderstandings and examining how local companies have successfully navigated them, this article offers a clearer path for businesses looking to enter the space with confidence.
To understand how businesses can successfully enter the NIL space, it’s important to first address the most common misconceptions:
- NIL Deals Only Benefit the Athletes
- NIL Deals Don’t WorkFor Every Business Model
- NIL Deals are Too Expensive
- NIL Deals are Self-Centered
Despite these misconceptions, Local Boise businesses took risks and saw real results by entering into the NIL space. Here is what they found.
Misconception 1: NIL Deals Only Benefit the Athlete
When businesses consider investing in student-athletes, they often assume the value flows mostly towards the athlete, with little return on investment. However, companies with NIL deals in Boise have found different results through their experiences.
BJ Fillingame, Vice President of Marketing at Lookout Credit Union, had been searching for an influencer to increase their reach on social media when a partnership with Boise State basketball star, Julian Bowie, fell in his lap. Enjoying the idea of having an authentic partnership, he signed a deal with the athlete, emphasizing both the company and Bowie getting their start in Pocatello, Idaho.
The match was organic, it had a great story, and the numbers followed. As Fillingame put it, “Our social media impressions went from 63,000 the year before to 663,000…about a thousand percent increase…we’re only six months into this and we’re loving where the partnership is going.”
While Lookout Credit Union was able to create measurable success, another business saw a different kind of impact from their deal.
Lyndsey Hopkins, owner of Caffeina Kitchen, a local Boise coffee chain, has partnered with multiple Boise State athletes over the past year with her focus being on hospitality and creating a second home for students, adults, and people from all walks of life. She explained the ripple effect created across the deal, the athletes, her workers, and customers.
“For my team to experience a collegiate athlete who comes in and says hello and makes them feel important,” she explained,“it really adds to the culture and camaraderie of being a local business…it’s really refreshing to see the perspective they bring.”
NIL deals do not solely support the athletes. Sydney Bruner has seen this firsthand through her behind-the-scenes view of NIL deals.
Sydney Bruner, NIL Business Manager with Bronco Sports Properties through Learfield, has been involved in NIL since 2022 and has worked as a liaison between Boise State and Learfield since 2024, ensuring business properly understand how to use Bronco intellectual property (IP), such as logos, in NIL deals.
She clarified the difference between deals with and without Bronco IP, “You can do an NIL deal and not use any Boise State marks or logos… and then it’s basically just influencer marketing with the student athlete.” She emphasized that the cost of having access to intellectual properties for NIL deals is low, giving smaller businesses the opportunity to get involved.
Bruner offers a unique inside perspective, as she sees how businesses grow with or without IP logos through their involvement in the NIL space. From her sales and marketing perspective, she explained:
“One of the coolest things is that it creates a stronger community tie… how do you better humanize your brand than working with athletes that are right here in the community? Every brand is trying to connect to people, and nothing builds that connection more effectively than people.”
By examining the measurable, visible, and community driven impacts of NIL deals, it becomes clear that athletes are not the only ones who benefit.
Misconception 2: NIL Deals Don’t Work For Every Business Model
Anyone considering NIL marketing must understand that there is no “typical” company in this space. Success depends on strategy and how the deal is executed. When a brand is interested in optimizing its marketing through NIL, it may be beneficial to meet with someone who specializes in making these partnerships for companies in Boise.
Lucky for local leaders in or around the Treasure Valley, Joel Schneider, Co-Founder of ID43 Creative, spent several years working to build up Boise State’s NIL department before shifting his focus towards independent visual marketing used for NIL deals. Schneider is an expert in transforming partnership into successful campaigns by adapting his social media marketing skills to client needs.
Through these experiences, he has developed a strong understanding of successful strategies for different business models. “They get to build trust and credibility with a community that already cares about those athletes,” Schneider explained,“and translate that into trust for a brand.”
Schneider emphasized that while there are a variety of ways to market an NIL deal, companies should always think about the benefits of building a brand’s credibility through the trust a community already has in its athletes.
While Schneider works with companies navigating the NIL space, Shelby Lindley has been on the frontlines of developing one of the largest NIL marketing strategies in Boise.
Shelby Lindley, Marketing Sponsorship Officer for ICCU, worked at the organization since entering the NIL space about three years ago. His advice for business starting out is to be willing to experiment.
“What works best for a credit union might not work best for a plumbing store…there’s not a playbook…a lot of this is testing new things and seeing what works.”
NIL deals may feel like a leap into the unknown, but many businesses have shown that when leaders are willing to test new ideas and take risks, there is always potential for success.
While trial and error may be inevitable, the support of Boise State’s NIL department and local experts can help guide businesses toward meaningful results, rewarding those who are perseverant.
Misconception 3: NIL Deals are Too Expensive
So, if your company is likely to see benefits regardless of its business type, as long as you are open to some trial and error, what is holding you back from making your first NIL deal?
This is arguably where the biggest misconception lies: NIL deals are too expensive.
This belief has likely grown from the controversy surrounding NIL, where both strong support and criticism have shaped public perception.
In Boise, Idaho, this is often joked about through stories of star running back Ashton Jeanty, who was offered millions of dollars to break his loyalty to Boise State University. On a national level, it is evident in the transfer portal, where athletes move across the country to play for the community offering the most money.
Jesse Ellis, Social Media and Digital Marketing Manager, has personally overseen Jacksons Food Stores’ investment in NIL deals for about three years. He has been responsible for allocating money to their marketing efforts both before and after the company entered the NIL space.
Ellis talked about his experience:
“It’s a great way to give back but also get the benefit of working with a celebrity for a relatively low cost,” he said, “Some traditional TikTok influencers… cost a lot more than working with an NIL athlete in a lot of cases.” Through his experiences, he made one thing clear: “There’s a misconception that businesses need tens of thousands of dollars to do NIL… but it’s actually a really affordable way to add to your marketing mix.”
The idea that NIL requires a large financial investment was challenged not only by Ellis, but by every expert interviewed.
Rachel Diacogiannis, the Marketing and Leasing Team Lead at VERVE Boise, offered an interesting perspective about the ease and low cost that blends into her marketing mix. She explained that VERVE Boise is one of the only apartment complexes in the area currently involved in NIL. Her partnership with Boise State basketball player Andrew Meadow began simply by reaching out after noticing his name on a future residents list:
“The way our contract works is that he receives a housing discount… and in exchange he has specific posts he has to do monthly,” she added,“There are also engagement opportunities like giveaways or events.”
Diacogiannis emphasized that while it has the opportunity to be really beneficial, it becomes important to focus on thoughtful execution. By structuring deals around what a business already offers, such as housing discounts for an apartment complex, companies can significantly reduce both financial and timely costs.
Dan Landucci, the owner of Paddles Up Poke, has worked with athletes for several years, with anywhere from one to thirteen athletes at a time. He explained that he has also found ways to reduce the time and effort required by developing a consistent strategy that fits for his business.
“Most of the athletes we work with are customers already or people we meet through the university,” he said. “Sometimes it’s as simple as seeing someone who’s already a customer… and just reaching out and saying, ‘Why don’t we do an NIL deal?’” He acknowledged that making deals that show followers you’re giving back only costs a little more than a simple conversation.
Landucci has experienced the positivity, success, and ease that comes from working with student-athletes.
While many companies hesitate to enter the NIL space due to perceived costs in both time and money, Boise business leaders have found a level of flexibility that makes NIL far more accessible than expected.
Misconception 4: NIL Deals Are Self-Centered
Another big misconception is that NIL deals purely serve the self-interest of companies and the financial growth of s student-athletes.
While NIL often leads to growth, it is important to understand that the intentions behind these deals are frequently much more significant than personal gain.
Joe Nickell, Executive Director of The Horseshoe Collective, pairs local charities with community-minded Boise State student-athletes seeking to use their Name, Image and Likeness to make a positive impact in our community.
From his start at Boise State in 2005 to his transition to The Horseshoe Collective, Nickell’s roles as Graduate Assistant, Associate Athletic Director for Strategic Communication, Athletic Liaison, and various other positions, allows him to bring extensive experience and expertise to NIL.
His approach to NIL has evolved into a great balance of intentional personal and professional growth for both athletes and businesses. While Nickell describes that it enhances the institution’s profile, he also described the other impacts:
“It gives student athletes opportunities and uplifts local community organizations…the mission of the collective is promoting local charitable causes through NIL.”
Much like The Horseshoe Collective, businesses like Lithia Ford of Boise have discovered how to align their company vision with creating an impact in their community alongside student-athletes.
Jamie Drake, Business Development and Marketing Manager for Lithia Ford of Boise, spoke highly of both the athletes and the impact of their NIL partnerships. She emphasized the value these opportunities create, not just for the business, but for the athletes and the community.
Lithia Ford didn’t just want influential faces, they wanted athletes to gain professional experiences by impacting their community through their partnership. As Drake put it, “Instead of asking what athletes get from NIL deals, we started asking what they give.” The results were tangible: one athlete-led charity campaign raised nearly $38,000.
Lithia Ford of Boise’s gratitude toward NIL has strengthened its commitment to creating more opportunities for student-athletes, driven by the meaningful results they have seen.
Collin Stoecker, former Assistant Athletic Director with BroncoPRO at Boise State University, also plays a key role in advancing NIL opportunities for student-athletes and businesses across the Treasure Valley.
In November 2024, Boise State launched BroncoPRO (Professional Resources Organization), where Stoecker worked to further NIL initiatives. The program’s mission is to better equip Boise State student-athletes for life after graduation. He shared his perspective:
“I truly see NIL as an extension of student-athlete development and the idea of trying to get athletes real-world experience. He explained that “There’s no better internship than entering into an NIL partnership because there are deliverables and expectations and ways that you have to operate as a professional.”
Local Boise business leaders involved in NIL partnerships have witnessed a “giver’s gain” dynamic that drives meaningful success. Through these conversations, it becomes clear that the impact of NIL begins with intentionality and extends far beyond individual benefit.
Conclusion
Misconceptions will always exist. But, so will the opportunity to move past them.
Name, image, and likeness deals have proven to create measurable impacts for businesses, athletes, and the community. While no two partnerships look the same, their shared foundation is found in credibility built through the trust athletes have already established with their schools and communities. For businesses willing to think differently, the investment is not only accessible, but meaningful.
Regardless of size or industry, companies can benefit from using NIL deals as a marketing tool by leading with the right intentions.
The leaders I spoke to didn’t wait for a playbook. They tested, connected, and found growth in an unfamiliar space. The question for every business leader in the Treasure Valley isn’t whether NIL can work for your company. How can name image, and likeness deals impact your business, your community, and your future athletes?
Written by Emilia Nowinski
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