Why NIL Is Now a Core Marketing Channel Not a Test Budget
What Brand Leaders Should Focus on Heading into 2026
2025 wasn’t just another year of NIL headlines, it marked a clear shift in how brands build athlete partnerships. The winners weren’t chasing one-off moments. They were creating structured, long-term programs rooted in alignment and authenticity.
As we head into 2026, NIL has moved beyond experimentation. The opportunity now is execution.
In this edition of The NIL Deal, sports attorney Darren Heitner breaks down what changed in 2025 and what brand leaders should prioritize next.
What strategic shift in NIL during 2025 should brand leaders be paying attention to?
One of the most notable shifts in 2025 was the move away from purely transactional NIL deals toward more intentional partnerships. Brands became more thoughtful about who they work with and why, prioritizing alignment with athletes whose values, audiences, and stories genuinely fit their brand.
This approach not only reduces risk, it also drives stronger engagement and long-term brand equity. NIL works best when it’s treated as a relationship, not a one-off tactic.
Which NIL trends became real opportunities for brands in 2025, and how should they prepare for 2026?
The professionalization of NIL was a major development in 2025. Brands increasingly recognized that athlete partnerships require the same structure and accountability as any other marketing channel — from compliance and creative oversight to performance measurement.
This is where experienced partners and platforms play a critical role. Organizations like 98Strong, for example, help brands navigate the athlete ecosystem with clear guardrails, strong creative direction, and a focus on measurable outcomes. When NIL is approached with that level of discipline, it becomes scalable, repeatable, and far more effective.
Heading into 2026, brands that invest in systems and long-term relationships — rather than isolated activations — will be best positioned to succeed.
Looking Ahead
The OLIPOP launch proves that the right influencer strategy can shift shopping behavior - bringing Gen Z into physical retail spaces. If you’re looking to accelerate sell-through, expand retail footprint impact, or debunk the “Gen Z doesn’t shop in-store” myth for your brand, 98Strong can help.
Let’s talk about how we can bring retail traffic to your key markets in 2026!
Andrew Mavis
98Strong, Founder & CEO
