Athlete NIL Interviews: Michael Astorino
Could you share some of the NIL opportunities or partnerships you've been involved in?
I have been fortunate to be involved with several partnerships with companies such as Air Relax, Spacemilk Protein, SaltyMF Goat, Suja Organic, NIL Real Estate and Clean Energy. I also recently appeared on the NIL House podcast as their player of the week.
How did you identify and negotiate these opportunities?
Identifying brands for me has been as simple as looking around my dorm room or daily routine and reaching out to the brands that I actively and genuinely use in my life. I try to align with companies that share my values and passions. I've noticed for most deals or partnerships; I've achieved them through different means. I would organize the outreach process for NIL deals into four categories. The first and most common method is reaching out via Instagram, email, LinkedIn, or filling out an ambassador form. This can be tedious if you are reaching out to several companies, but is sometimes the easiest way to connect. Second, leveraging connections with your network such as building relationships with a local restaurant or pitching yourself to a family friend, working with people you already have "ins" with can be a great first step into a business. Third, utilizing NIL marketplaces such as MOGL, Opendorse, Iconsource, Postgame, etc. Personally, I've found less success through these, but have heard positive things from others who have found a lot of success on such platforms. Finally, I am represented by (and work for) Xtra Point Solutions, a creative marketing NIL Agency. Through them, I have had opportunities to participate in NIL campaigns such as Suja Organic and Clean Energy's.
How has NIL impacted your daily life and responsibilities as a student-athlete?
I would consider my daily life improved by the perks of NIL such as having new clothing to wear, protein to consume, drinks in my fridge, a better recovery system, etc. And while that is a newfound luxury I am very thankful for, NIL has further impacted my daily life and responsibility as a student-athlete by making me more aware of my personal brand. What that means will be different for everyone, but how I present myself online is equally as important as how do so in person. To be successful in the NIL space, establishing and curating a brand is key and since I've gotten a chance to explore this field, it's something I have become more conscious of.
Are there educational programs/tools/events that have helped you better understand the rules and opportunities related to NIL?
It's been somewhat of a trial and error for me personally. A lot of colleges and student-athletes are still navigating the NIL space, especially for myself at the D3 level. I have read our NIL compliance rules (several times), something all athletes should do before getting involved in a contract or deal and I have a good relationship with our designated NIL coordinator at my school. The rules are constantly evolving so I also subscribe to newsletters such as NIL Newsstand to stay updated on what changes in the game.
How do you utilize social media platforms to build your personal brand and engage with your audience? Can you share examples of successful social media campaigns or content that helped promote your brand?
Among my team and around campus, I have somewhat of a reputation for eating healthy and caring a lot about my fitness and well-being. With this in mind, partnering with companies like Suja Organic, Spacemilk Protein and a recovery system like Air Relax's were top of my list. I knew that building off that reputation and making it translate to an online presence would get better feedback than collaborating with a random business that may be less in line with my values. My most successful campaign was probably with Air Relax. After closing the deal with them, I teamed up with my awesome mom to capture the highest quality pictures in boots they provided me with. I sent them the materials they requested and since then they have used several of my photos and content I provided in their advertising. I'd like to think that my attention to quality is what drove them to post more of me and this ultimately benefits my personal brand because my image and likeness is associated with a recovery company.
How have your NIL activities influenced your relationship with fans and supporters?
The majority of my audience is my friends, who were all somewhat surprised when I posted my first deal. However, as I've gotten more involved with NIL, being the "NIL guy" has become part of my personal brand. NIL hasn't been capitalized off of a ton in the Division 3 world, so a lot of the feedback from my following is questions about how to get their own deals and an excitement that it's possible for athletes of all levels to capitalize off the new policies.
What advice would you give to other student-athletes seeking to explore NIL opportunities?
You get out what you put in. I think that applies to all levels, how much you capitalize off your Name, Image and Likeness is completely in your control, it is a matter of how much effort you want to put into it. This means refining your pitch, building a personal brand and marketing yourself to companies. It also should be emphasized that finding success in the space is possible for anybody, it is more about finding your niche and rolling with it.
Is there a college athlete whose approach to NIL you admire? If yes, who and why?
Jack Betts has been a great mentor for me for the past several months. As a D3 athlete hoping to make an impact in NIL, I was inspired by his story because he was in the same conference as me and found immense success. He had over 40 deals himself and was really a pioneer, being someone who capitalized off his NIL as soon as the law was passed. He also created the MYOL Academy, an NIL education group that I am a part of. What he's done for the field and athletes like myself is admirable and he's someone that I'm super appreciative to have in my corner.
How has engaging in NIL activities contributed to your personal and professional growth? Have you discovered new interests or skills through NIL opportunities?
Engaging in NIL activities has helped me discover my passion for entrepreneurship. I am energized by the process of marketing myself and building something from the ground up. I've gotten experience like walking into businesses and speaking with managers, learning from the failures and adjusting my strategy. I have also taken the opportunity to work for an NIL Agency (Xtra Point Solutions) as their Head of Digital Marketing. This has allowed me to get involved in many different aspects of the business such as social media marketing, website creation, business outreach and more. Working for an NIL agency while trying to find success for myself in NIL gave me a unique perspective in seeing both sides of the business. Getting to represent other student-athletes and pitch to larger companies while simultaneously pursuing my own deals continues to be a great learning experiences.
How do you envision your career evolving after college?
I'm not sure exactly what I want to do after college. Like I mentioned, I'm drawn to entrepreneurship, but would like to build a foundation at an already established company first. In relation to NIL, an underrated aspect of the space is athletes like myself are building connections with companies early on in their career and if maintained, can provide them job opportunities in the future if they continue to prove they align with the company well and help grow their brand.
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