At Practice Made Perfect, our mission has always been to keep law firms ahead of the curve. For decades, personal injury (PI) marketing has leaned on familiar standbys: billboards, bus benches, and late-night TV spots. These tactics still have their place, but the landscape has shifted. Audiences consume media differently, trust is harder to earn, and attention spans are shorter. 

Enter NIL—Name, Image, and Likeness—a fast-growing marketing frontier that offers PI firms an authentic, community-driven way to build visibility and credibility. 

What Is NIL, and Why Now?

NIL refers to the ability of college athletes to profit from their personal brand—through endorsements, appearances, and sponsorships. Since regulations changed in 2021, the market has exploded, topping $1.2 billion in 2023 with annual growth projections of 15–20%. 

Why does this matter for PI law firms? Because these athletes aren’t just influencers in a broad, abstract sense. They are hometown heroes with deep ties to the communities PI firms serve. 

A Nielsen study found that 71% of consumers are more likely to purchase from a brand endorsed by someone they trust. In the personal injury world—where hiring decisions hinge on credibility and confidence—this “trust transfer” from admired athlete to local law firm is a game changer. 

The Trust Factor in PI Marketing

Personal injury clients aren’t shopping for a product—they’re making one of the most consequential decisions of their lives. They want an advocate they can believe in. And credibility is often built through familiarity and community presence. 

That’s why NIL is so powerful. Imagine a well-known quarterback, sprinter, or volleyball captain—someone who’s constantly in the local paper or the evening news—standing alongside a law firm. That athlete’s reputation and recognition become an asset to the firm. 

It’s not just advertising. It’s borrowing trust from someone the community already admires. 

Local Fame Matters More Than Follower Counts

When people think about influencer marketing, they often picture Instagram stars with hundreds of thousands of followers. But for PI firms, local name recognition beats national reach. 

A quarterback who lights up the scoreboard on Friday nights may have only 8,000 Instagram followers, but in his city, everybody knows his name. That connection can be more persuasive than an anonymous “influencer” with a bigger digital footprint. 

A useful way to think about NIL talent: 

  • Tier 1: 25k+ followers and strong local visibility (conference/national presence). 
  • Tier 2: 10k–25k followers or a “local hero” role (star quarterback, team captain). 
  • Tier 3: Fewer than 10k followers but high community involvement (charity work, family name recognition). 

For PI firms, tiers 2 and 3 may be just as valuable—sometimes more so—because the audience is hyper-local and trust-based. 

Where NIL Content Fits 

So how does NIL show up in a PI firm’s marketing? Think of it less as a standalone tactic and more as a way to enrich your existing channels. 

  • Social Media & Digital Ads: Athlete photos, videos, and shout-outs repurposed on the firm’s platforms. 
  • Community Events: Athletes making appearances at charity walks, safety fairs, or school events alongside the firm. 
  • Cross-Channel Creative: Incorporating athlete imagery into billboards, OTT/CTV campaigns, or even broadcast spots. 

The beauty of NIL is that these assets can extend across a firm’s entire marketing mix—delivering a multiplier effect without reinventing the wheel. 

Cost and Accessibility

One misconception is that NIL is only for national brands with massive budgets. The reality is far more approachable. 

  • Local/regional athletes: $500–$2,500 per post or appearance. 
  • Mid-tier Division I athletes: $2,500–$10,000. 
  • High-visibility stars (Heisman-level, pro prospects): $10,000–$50,000+. 

For PI firms, the sweet spot often lands in the $1,500–$5,000 range—large enough to feel impactful, but manageable within a community marketing budget. 

That makes NIL one of the most cost-effective ways to generate buzz and build trust compared to traditional media buys. 

Navigating Risks and Realities

Of course, NIL isn’t without its complexities. A few realities PI firms should keep in mind: 

  • College vs. Pro Rules: Collegiate athletes may have restrictions around logos, uniforms, and compliance. 
  • Content Control: Athlete-owned channels are a bonus, but firm-owned content should be the foundation. That way the firm controls how the message lives over time. 
  • Unregulated Landscape: NIL deals vary widely—sometimes negotiated by agents, sometimes by family members. Due diligence is critical. 
  • Brand-Building vs. Direct Response: NIL is about reputation and trust, not generating calls overnight. Setting expectations is key. 

Handled thoughtfully, these challenges are manageable and far outweighed by the potential upside. 

Why PI Firms Can’t Wait

The NIL market is young but growing fast. Early movers in PI marketing will benefit from standing out before NIL becomes a crowded channel. 

Just as the first firms on TV or billboards captured disproportionate attention, the firms that embrace NIL now will enjoy first-mover credibility and community presence. 

At its core, NIL aligns perfectly with what PI firms need most: trust, recognition, and relevance in the local community. 

The Bottom Line

Personal injury marketing has always been about more than impressions—it’s about credibility at the moment of need. NIL partnerships offer firms a unique way to borrow trust from beloved athletes, amplify their community presence, and differentiate themselves in a competitive market. 

For PI firms ready to move beyond the bus bench, NIL isn’t just a shiny new tactic. It’s the next logical step in connecting with the audiences that matter most.