Top 10 Questions Every Athlete Should Ask a Potential NIL Agent
Choosing the right NIL (Name, Image, and Likeness) agent is one of the most important decisions you’ll make in your student-athlete journey. A good agent can help you unlock brand partnerships, negotiate smarter deals, protect your eligibility, and build long-term wealth. A bad one can leave you stuck in contracts, short on money, and full of regrets.
Whether you’re being approached by agents or actively seeking one out, it’s critical that you treat the process like a job interview — because that’s exactly what it is. They work for you, not the other way around.
Here are the top 10 questions every athlete should ask a potential NIL agent before signing anything.
1. What experience do you have working with NIL deals or student-athletes?
Start with the basics. You need to know whether this agent has actual experience negotiating NIL deals, or if they’re just trying to break into the industry using you as a test case.
Follow-up questions:
- What athletes have you worked with before?
- What kinds of deals have you helped negotiate?
- Can I speak with one of your current or former clients?
An experienced agent will be transparent and happy to share examples. If they get defensive or evasive, that’s a red flag.
2. Are you registered or certified as an agent in my state or school?
Some states require athlete agents to be registered under the Uniform Athlete Agents Act (UAAA). Some schools have additional requirements, or only allow agents who are certified through certain platforms.
Ask them:
- Are you registered with the state where I go to school?
- Have you gone through the necessary compliance steps with my school?
If they’re not familiar with those rules, they may put your eligibility at risk — even unintentionally.
3. How do you charge for your services?
You need to understand exactly how and when they get paid. Most NIL agents work on a commission basis, meaning they take a percentage (usually 10–20%) of the deals they help secure. Some may charge flat fees or hourly consulting rates.
Ask:
- What percentage do you charge?
- Do you charge upfront fees or retainers?
- Will you take a commission on deals I bring in myself?
Get the answers in writing. Clarity now prevents confusion (and conflict) later.
4. What services do you provide beyond negotiating deals?
Not all agents offer the same level of support. Some only negotiate deals. Others may help with branding, social media management, business formation, tax preparation, and more.
Clarify:
- Do you help with content creation or brand strategy?
- Will you advise me on setting up an LLC or bank account?
- Do you offer guidance on taxes or financial planning?
You want an agent who offers well-rounded support or can connect you with a trusted team of professionals.
5. What happens if I want to end the contract?
You should never sign any agreement that doesn’t have a clear and fair exit clause. Life changes. Circumstances change. If your relationship with the agent stops working, you need a way out.
Ask:
- How long is the contract term?
- Is there a cancellation policy or penalty?
- How do I end the agreement if I need to?
A fair agent understands this is a two-way street and will not try to trap you in long-term contracts with no flexibility.
6. Can I see a copy of your standard contract before we move forward?
Before signing anything, you should have time to read the full agreement — with no pressure and no rush. You should also be encouraged to have a trusted adult, coach, attorney, or compliance officer review it.
Ask:
- Can I take this contract home and review it with my support team?
- Is there a sample I can look over now?
If they refuse, delay, or discourage you from reviewing it carefully, walk away.
7. How do you plan to help grow my personal brand?
A good NIL agent isn’t just about landing one-off deals — they’re helping build your brand for the long term. That means helping you understand your image, audience, and how to increase your value.
Ask:
- Do you have a branding strategy for athletes?
- How do you help athletes stand out on social media?
- Will you help me work with local businesses or national brands?
Their response will reveal whether they’re thinking about your long-term growth or just looking for quick commission.
8. How do you find and evaluate NIL opportunities?
You want an agent who’s proactive — someone who has a network of brand partners, marketing agencies, and platforms. Ask how they stay plugged into the NIL space.
Questions to ask:
- How do you discover new NIL opportunities?
- Do you work with specific brands or agencies?
- How do you decide which deals are a good fit for me?
This tells you how hands-on they’ll be when it comes to securing the right partnerships — not just any partnership.
9. What other professionals do you work with to support your clients?
NIL success often involves a team: legal, tax, marketing, and financial professionals. Your agent doesn’t have to do it all, but they should have trusted referrals and partners in place.
Ask:
- Do you work with a CPA or tax expert for athletes?
- Can you connect me with a financial advisor or attorney?
- What happens if I need help outside of your area of expertise?
If they say “I handle everything myself,” be cautious. No one can do it all well — and a lone-wolf agent is a risky one.
10. Why should I choose you over other agents?
This is your final filter question — it gives the agent a chance to summarize their value proposition. Pay attention to their tone, professionalism, and how well they understand your unique goals.
Ask:
- What makes you different?
- How will you advocate for me?
- What’s your long-term vision for my success?
Their answer should show that they’ve done their homework, they care about your future, and they see you as more than a paycheck.
Final Thoughts
Choosing an NIL agent is not about hype or popularity — it’s about alignment, trust, and professionalism. Don’t rush the process. Don’t be afraid to say “Let me think about it.” And never sign with someone just because they “know someone” or made you a flashy promise.
You’re the CEO of your own brand now. Ask the right questions, expect the right answers, and protect your future like the business it is.
Because in the world of NIL, smart athletes don’t just play the game — they own it.
