Effort, Not Status, Drives NIL Success for Midmajor Student-Athletes

As a student-athlete, former Ball State field hockey player Kerrianne McClay successfully secured name, image, and likeness deals. She quickly discovered that NIL success was not dependent on playing time, a power conference affiliation, or participation in a revenue-generating sport. Instead, her experience showed a far more direct correlation: effort, consistency, and time yield success in the NIL world, just as they do in athletics.

NIL legislation passed during McClay’s sophomore year, prompting her to jump right in. She downloaded every app and platform her friends used, learning through observation and experimentation. As a field hockey player at a smaller Division I school, she was confident that while landing deals might be more challenging, it was certainly not impossible. Her primary approach involved sending direct messages or emails monthly to representatives of brands she used and loved. She created a go-to email template that introduced her background, expressed her passion for their products, and inquired about ambassador or sponsorship opportunities—what she called her “NIL cold calling.”

After finishing four years of collegiate field hockey, McClay secured an NCAA postgraduate scholarship to continue her education in NIL matters, which allowed her to use her final year of eligibility. Her head coach, Caitlin Walsh, cited the scholarship as a testament to McClay’s integrity, resilience, and commitment. For her sports administration master’s degree, McClay wrote her thesis on self-marketing and branding strategies at a midmajor university in the NIL landscape.

Through her research and interviews with student-athletes, McClay found that the greatest gap between power conferences and midmajors was in support. She noted that the disparity often comes from student-athletes simply not knowing how to get started, highlighting a lack of guidance on how to feel empowered to take advantage of their opportunities. Her research confirmed that the name on the jersey matters less than the work put in. The common thread for securing deals was always effort, proving there’s room in the space for anyone willing to work hard and pursue it with purpose.

McClay’s teammates directly benefited from her expertise. She recommended helpful platforms, helped a teammate write a blueprint email for brand inquiries, and guided others through analyzing social media insights to define their personal brands. Teammate Libby Kraus praised McClay’s selfless nature, noting that she worked hard on her required sponsorship tasks and served as a true leader, encouraging others to follow in her footsteps.

McClay recently attended the 2025 NCAA Emerging Leaders Seminar, an experience she called the best of her collegiate career, allowing her to meet impressive role models and learn invaluable lessons. A key takeaway from the seminar shaped her future mindset: chase purpose, not titles. As she transitions to work, she plans to apply her knowledge in the evolving NIL space to support and empower athletes who may feel opportunities are inaccessible to them. She is passionate about giving back to collegiate athletics, ensuring future student-athletes have the same opportunities she had to grow, thrive, and make the most of their time in the NCAA.