The game has changed.
Whether your son or daughter is in high school or already playing college ball, chances are you’ve heard the term NIL — and felt both excited and overwhelmed.
You’re not alone.
At Monarch, we work with athletes and families navigating this space every day. Some are fielding brand offers and media requests for the first time. Others are trying to make sense of legal terms, social media expectations, and what “representation” really means.
This post is for you — the parent who wants to protect their child, support their future, and make wise decisions in a fast-moving, often confusing world.
1. What is NIL — and what does it mean for your family?
NIL stands for Name, Image, and Likeness — and it allows student-athletes to earn money from their personal brand. This could look like:
Endorsement deals
Social media partnerships
Guest appearances
Branded merchandise
Personal content licensing
For the first time, your athlete’s identity has real, tangible commercial value — sometimes before they even hit the college field.
But value and vulnerability tend to go hand-in-hand.
2. Not all money is good money
Just because a deal offers cash doesn’t mean it serves your child’s future. Many deals:
Come with fine print that limits future opportunities
May pressure athletes to create constant content
Misalign with your family’s values or your child’s character
Focus on short-term image instead of long-term influence
We’ve seen athletes with incredible potential sell themselves short because no one helped them zoom out and look at the full picture. That’s where guidance matters.
3. What your athlete actually needs right now
They don’t just need an agent.
They need a guide — someone who:
Understands who they are
Helps them build for more than a season
Can say “no” to bad deals
Can say “yes” to opportunities that serve both purpose and profit
Will help them stay grounded while their name gains attention
At Monarch, we start with identity — not just brand strategy. We help your athlete clarify what they value, what they want to be known for, and what kind of impact they want to have. Then we help build everything else around that.
4. What you can do as a parent
Your role is more important than ever. Here’s how you can help:
Be their sounding board, not just their cheerleader
Ask the hard questions about contracts, reputation, and pressure
Encourage them to think beyond the game — about business, legacy, and leadership
Find representation you trust — not just someone with a slick pitch
You know your child better than anyone. You know what they’re ready for and what could distract or derail them. Don’t be afraid to slow things down and ask, “Is this really worth it?”
5. Our promise to you
At Monarch, we believe in developing the whole athlete. That includes:
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Guiding deals that make sense for your child
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Protecting their reputation and long-term opportunities
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Ensuring every decision aligns with their values and your family’s values
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Helping you stay informed and confident as a parent and advocate
This isn’t just about money. It’s about character, clarity, and calling.
Final Word
The NIL era is here to stay — but so are we.
If you’re a parent trying to help your son or daughter navigate this new landscape, we’d love to walk with you.
Your child’s name means something. Let’s protect it — and build something lasting with it.
— The Monarch Team
