How College Athletes Are Using NIL and Social Media to Market Themselves

You would be wrong to think that college players only care about practice, watching film and game day. They also post, edit, hashtag and direct message (DM) in 2025. Since 2021, when the NCAA allowed Name, Image, and Likeness (NIL) rights, student players have taken on a whole new role: they are now part-time entrepreneurs.

For athletes, NIL isn’t just about making money; it's also about building a brand that will last after college. And the key tool in this new game? Social media.

NIL doesn't happen to every player the same way, though. Famous athletes, like quarterbacks or basketball stars, often get national contracts and make all headlines. However, NIL is not just for the top 1%.

We can use social media to help with that. Platforms like Instagram, TikTok, and Twitter (now X) let players talk to fans directly, build relationships and even get deals that are unique to them. It's not just about money for NIL; it's also about building a long-lasting brand.

To see how this plays out on a local level, I spoke with CU Boulder kicker Alejandro (Alex) Mata. While NIL has been a game-changer for college athletes nationwide, Mata’s experience shows the realities of being in a less spotlighted position.

When asked how NIL has impacted him, Mata was honest. 

“As a player it hasn’t really impacted me as much as other guys. As a kicker it doesn’t really pertain to me. I’m definitely glad they’re paying players and [that it] gives us more opportunities while at this level.”

Athletes need to define their personal brand. Mata has done exactly that.

 “My brand as a kicker is representing Latinos in a sport that is lacking in the Latino community. It’s great to be able to use my brand to bring awareness to those things to hopefully see change in the future and a wider variety,” he explained. 

This kind of branding goes beyond performance stats. It connects to identity, culture, and values — all of which help athletes resonate with specific audiences. By positioning himself as a representative voice for Latinos in football, Mata is carving out a unique brand that stands apart from the rest of the team.

“As an athlete I use social media to promote my brand and to reach new audiences every day. It’s a platform where I can inform and engage with people easily to widen my reach as an athlete.” said Mata.

This shows why social media is often called the "second stadium." It's where players can show off their personalities, talk to fans outside of sports, and even show brands that they can get people to interact with their products. Kickers don't always get a lot of camera time during games. Social media gives them a chance to become more well-known and influential.

When asked about whether kickers face different NIL opportunities, Mata didn’t hesitate. 

“Yes, kickers are overlooked and it translates into the NIL world. Just means you need to work harder to be seen and reach out.”

Here’s the kicker : NIL isn’t just a lesson for athletes. Regular students can use the same marketing tactics that college players use. Every carefully chosen Instagram post, every updated LinkedIn page and every new version of your resume is a form of personal branding. 

Athletes like Alex Mata show us that ability alone isn't enough to be successful these days. In the process, it's about how you stay true to yourself while telling your story. The NIL rules are the same whether you're looking for a summer job or an advertising deal: define your brand, make good use of your platforms and don't be afraid to stand out.