At Lyons & Associates, P.C., we understand the world of competitive athletics because we’ve lived it.  Several of our attorneys are former Division I collegiate athletes, and even parents of D-1 and All-American athletes.  We know the stakes, the structure, and the immense potential that comes with being a successful athlete in the NIL era—and we also know how important it is to protect that potential not just legally, but also financially and personally.

Whether you are navigating your first endorsement deal, signing appearances with local brands, or fielding offers from national sponsors, we are here to be your trusted legal advocates.  We provide the experience, insight, and personal investment you need to confidently enter the Name, Image, and Likeness space.

What Is NIL?

Name, Image, and Likeness (NIL) refers to the rights of athletes to profit from their personal brand—specifically their name, image, and likeness—through sponsorships, endorsements, social media promotions, merchandise deals, and other commercial opportunities.

The landscape changed dramatically in 2021 when the NCAA began allowing student-athletes to engage in NIL deals without losing their eligibility to compete. Since then, opportunities have expanded at the collegiate level and in some states—including New Jersey—even to high school athletes.

With more money and attention being directed toward athletes at younger ages, the legal and business complexity has only grown. That’s where experienced legal counsel comes in.

Why Legal Representation Matters for NIL Deals

NIL opportunities can be exciting, but they are also contracts—binding legal documents with real-world consequences. It is essential that athletes and their families understand the terms they’re agreeing to and that they receive strong legal guidance before signing anything.

At Lyons & Associates, P.C., our NIL lawyers are equipped to:

  • Review and negotiate contracts to ensure terms are fair and beneficial
  • Protect athlete eligibility under NJSIAA, NCAA, and other governing bodies
  • Guard against exploitation by sponsors, predatory agents, or other bad actors
  • Advocate for fair compensation especially in exclusive or long-term deals
  • Set up proper legal entities and tax structures to manage income responsibly

We help athletes and families make informed decisions so they can focus on excelling both on and off the field.

The Four E’s of NIL: Our Unique Framework

To simplify and protect your NIL journey, we’ve developed what we call The Four E’s of NIL. This framework helps athletes, families, and even schools think holistically about how to approach Name, Image, and Likeness representation.

1. Eligibility

Eligibility is the gateway to NIL. If you aren’t eligible to compete, NIL opportunities dry up instantly. We work with athletes to ensure full compliance with all rules and regulations set by:

  • New Jersey State Interscholastic Athletic Association (NJSIAA)
  • NCAA and NAIA eligibility requirements
  • High school and university-specific NIL policies

We also help athletes navigate questions about amateur status, compliance disclosures, and communication with athletic departments.

2. Exclusivity

NIL deals often contain exclusivity clauses—whether with a brand or with an agent. Some agents may seek long-term contracts that entitle them to a percentage of your income indefinitely.  Others sponsors may seek deals that limit your future opportunities.

Our NIL attorneys review these terms closely, helping you:

  • Avoid predatory contracts or “lifetime” commissions
  • Negotiate fair terms for any exclusivity a sponsor requests
  • Retain the freedom to grow your brand without unnecessary restrictions

Exclusivity should benefit the athlete—not the other way around.

3. Endangerment

There are many risks in the modern athletic world that go beyond performance. Social media controversies, physical injuries, and mismanaged publicity can derail a promising career. NIL earnings also bring potential liability, both legal and reputational.

Our team helps athletes:

  • Minimize public-facing risks, especially through social media use
  • Plan for long-term protection of brand value
  • Navigate crisis scenarios with swift legal guidance

We help create reputational safeguards and offer proactive counsel to limit exposure to preventable issues.

4. Economics

With NIL deals come real financial considerations.  Many athletes are receiving taxable income for the first time, or are unprepared for the responsibilities that come with running a business.

We provide strategic advice on:

  • Setting up LLCs or other business entities
  • Understanding tax obligations and filing requirements
  • Structuring contracts for profitability and sustainability
  • Long-term planning for wealth, savings, and charitable goals

We help athletes take control of their financial future with smart, compliant planning from the outset.

Who We Represent

Lyons & Associates, P.C., proudly represents:

  • High school athletes navigating state-specific NIL rules
  • Collegiate athletes entering their first deals or expanding into national sponsorships
  • Parents and guardians of young athletes seeking trusted legal guidance
  • Coaches and advisors who want to support their athletes with professional legal resources
  • Athletes in all sports, including football, basketball, baseball, soccer, wrestling, gymnastics, and emerging NCAA sports

We also collaborate with co-counsel in other states to provide support nationwide, while maintaining our strong foundation in New Jersey law.

Why Choose Lyons & Associates, P.C., as Your NIL Attorneys

We are not just attorneys—we are athletes, parents of athletes, and trusted partners who understand your world. Our firm combines legal excellence with real-life athletic experience to give you more than just contract review—we give you confidence in your choices and protection for your future.

NIL opportunities are growing every day, but so are the risks. Make sure you have the right team behind you.

Contact Our New Jersey NIL Lawyers Today

Whether you’ve been approached with a deal, want to make sure your eligibility is intact, or are simply trying to understand what NIL means for your future, Lyons & Associates, P.C. is here to help. Call us at 908-829-6959 or contact us online to schedule a free, confidential consultation. We are available to meet with clients in-person at our multiple New Jersey locations, and work with athletes and families throughout the United States.

Name, Image, and Likeness (NIL) – Frequently Asked Questions

1. What does “Name, Image, and Likeness” (NIL) mean for student-athletes?

Name, Image, and Likeness (NIL) refers to an athlete’s right to profit from their personal brand. This includes being paid for appearances, endorsements, social-media promotions, merchandise, and licensing agreements. Under NCAA and state laws, college athletes in New Jersey and across the U.S. can now earn income from NIL activities without losing eligibility. The NIL landscape is evolving quickly, making it essential for athletes to consult a New Jersey NIL attorney to protect their rights.

2. Who can earn money through NIL deals?

Most college athletes, and in some states even high-school athletes, can earn compensation through NIL agreements. However, each school and athletic association sets its own rules. Lyons & Associates advises athletes, families, and schools across New Jersey to navigate compliance, contract review, and tax issues connected to NIL earnings.

3. How is NIL income taxed?

NIL income is considered taxable income by the IRS. Most athletes are treated as independent contractors, meaning they must report NIL income on their personal tax returns using Form 1099-NEC or Schedule C. They may also owe self-employment taxes and estimated quarterly payments. It’s critical to keep organized records of all NIL deals, expenses, and receipts. A tax attorney for NIL income or a financial advisor can help athletes avoid costly mistakes and stay compliant with IRS reporting requirements.

4. Should student-athletes form an LLC or business entity for NIL activities?


Forming an LLC or S-Corporation can provide legal protection, simplify tax management, and create credibility for larger NIL partnerships. However, entity formation depends on factors like income level, number of deals, and business goals. Lyons & Associates helps athletes evaluate when forming a business makes sense for their NIL brand.

5. What should be included in an NIL contract?

Every NIL agreement should clearly outline:

  • Payment structure and timing
  • Deliverables (appearances, posts, events, etc.)
  • Usage rights for the athlete’s image or likeness
  • Duration and termination clauses
  • Exclusivity terms and conflict provisions

Before signing, athletes should have a lawyer review NIL contracts to ensure their rights are protected and obligations are clearly defined.

6. Can an athlete work with any brand they choose?


Not always. Many schools prohibit NIL deals involving certain industries—like alcohol, gambling, vaping, or adult content—and require disclosure or pre-approval. Violating school policies could risk eligibility. A New Jersey NIL compliance attorney can review deals to ensure alignment with NCAA and school rules.

7. How do NCAA and New Jersey laws regulate NIL?

The NCAA allows NIL compensation but forbids “pay-for-play” or offers linked directly to recruiting or athletic performance. New Jersey’s Fair Play Act provides additional NIL rights to student-athletes. Still, each school’s compliance department may have stricter reporting and approval requirements. Lyons & Associates helps clients interpret both state and NCAA NIL regulations to avoid violations

8. What happens if an NIL deal conflicts with a school’s sponsorship?

If an athlete’s NIL partnership competes with an existing school or team sponsorship, the school’s contract generally takes priority. Disclosing all NIL deals early and seeking legal guidance prevents disputes or eligibility risks.

9. How does NIL work for international student-athletes?

International students on F-1 visas face unique restrictions on paid work in the U.S., which may limit NIL opportunities while in the country. However, they may be able to earn NIL income for deals performed outside U.S. borders or through approved visa programs. Consulting both an immigration attorney and an NIL lawyer is essential for compliance.

10. How can Lyons & Associates help with NIL representation?

Our New Jersey NIL attorneys provide comprehensive legal guidance for athletes, universities, and businesses, including:

  • NIL contract review and negotiation
  • IRS and tax compliance for NIL income
  • Business formation (LLCs, S-Corps)
  • Trademark and brand protection
  • NCAA and state law compliance
  • Dispute resolution and deal enforcement

Lyons & Associates, P.C. helps athletes and families protect their future while maximizing NIL opportunities legally and strategically.