Episode 4: The New Money Playbook: How NIL Is Changing Financial Futures for Student Athletes
The world of college athletics has entered a new era. With Name, Image, and Likeness (NIL) now in play, student athletes are gaining access to real income opportunities earlier than ever, often before they even step onto a college campus. But with these new possibilities come major responsibilities around money, contracts, and long-term planning.
In this episode, Domenick Macri, NIL consultant and partner at Via Vitae Partners, breaks down what NIL really is, who’s actually earning money, and the biggest misconceptions surrounding these deals. He shares what families need to know before signing, how sudden income can impact young athletes, and why education and structure are critical in this fast-moving space.
Listen in as Domenick explains how young athletes can avoid common financial mistakes, develop smart spending and saving habits, and build a foundation that protects their future, whether their path continues in sports or leads elsewhere.
What You’ll Learn:
What Name, Image, and Likeness (NIL) means and how student athletes earn income from it.
The biggest misconceptions about NIL and who is actually receiving large contracts.
Why financial literacy is critical for young athletes managing sudden money.
How spending habits, optimism, and lifestyle inflation can impact long-term wealth.
The importance of saving early and planning for life beyond athletics.
How personal branding and social media factor into NIL success.
Why wraparound support systems can help protect athletes and their families.
Ideas Worth Sharing:
“Being too optimistic about the future sometimes can be painful in the current, and so if you get all this money and you think, ‘Oh, it's just gonna keep coming, or I can play my way to more money,’ you tend to spend more because you're optimistic that that's gonna happen.” - Domenick Macri
“The best thing to do is set up a nest egg so that you have that for the future. That allows you to be a better planner in the future and have the ability to make decisions.” - Domenick Macri
“Our goal… is to help them transition from high school to college to either professional athletes or into professional employment.” - Domenick Macri
Resources:
Domenick Macri: LinkedIn
About Our Guest:
Domenick Macri is an NIL consultant and partner at Via Vitae Partners, where he helps student athletes and their families navigate NIL opportunities with education, structure, and long-term planning. With a background in financial services and trust administration, Domenick focuses on protecting athletes from common financial mistakes while helping them build sustainable habits, strong personal brands, and lasting financial foundations beyond sports.
Connect with Us:
If you're ready to stop avoiding your finances and start building the future you deserve, schedule a free call with me at pelicanfinancialplanning.com and let’s create your personalized financial plan together.
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Read the Transcript:
Domenick Macri: Being too optimistic about the future sometimes can be painful in the current, and so if you get all this money and you think, “Oh, it's just gonna keep coming, or I can play my way to more money,” you tend to spend more because you're optimistic that's gonna happen.
Welcome to The Wealth Development Studio. I'm your host, Genevieve George, Senior Financial Advisor and Founder of Pelican Financial Planning & Wealth. Our goal for this episode is to provide clarity about today's financial topic, inspire you to be brave with your questions, and gain confidence in your financial future. So take a deep breath, grab your favorite cup of coffee, and step into the studio. Your dose of financial empowerment begins now.
Genevieve George: Today, we're diving in to one of the fastest-changing areas of personal finance. The world of name, image, and likeness, or NIL. For student athletes, NIL has opened the door to earning real income, building a personal brand, and even laying the foundation for long-term financial success all before graduation, but with new opportunities come new challenges, taxes, contracts, managing cash flow, and planning for the future.
My guest today is Domenick Macri with Via Vitae. He's an NIL consultant who empowers clients to make smarter financial decisions, building enduring brands, and creating impact that lasts long after the game ends. We'll explore how young athletes can make the most of their NIL opportunities, avoid common mistakes, and set themselves up for financial stability, whether their career continues in sports or takes a different path.
Thanks for being here today.
Domenick Macri: Thanks for having me. It’s a pleasure.
Genevieve George: Can you explain what it means—this NIL? This is new to the landscape, like what does that really mean for student athletes? And just let you go with that.
Domenick Macri: Yeah. So a few years ago, the NIL was basically a revenue share opportunity for student athletes to work with the school that they go to, to allow them to commercialize their name, image, and likeness so that the school can utilize it to sell shirts or advertise and things like that. The other component is that the athletes can also basically get sponsorships or commercialize their name in the community. So car dealerships or big brand—Nike—things like that can also work—
Genevieve George: So it's with the school, but also contracts with potentially with businesses outside of the school as well?
Domenick Macri: That’s correct. There's two revenues.
Genevieve George: Do you have to have that relationship with the school first or is there any…?
Domenick Macri: No. 'cause you can actually start in high school and have commercialization agreements with local businesses and where you live, so you can actually start making money in high school. And then once you get interest from a college, if you decide to go to X college or university, a part of the package is that they will offer you an NIL deal if you are a top player. So this is more for four and five-star athletes that have really big opportunities. Also, it's really big for them to have a following on social media and things like that because obviously it's now it's a business.
Genevieve George: Okay. Okay. So are there any misconceptions about the NIL that you see, like when you're working with the athletes or parents or when you're talking to people like myself that don't know enough about it?
Domenick Macri: Yeah. The biggest misconception, I think, is that everyone's getting millions of dollars.
That's not really the case. The average NIL deal is $60,000 to $150,000. Most of the athletes that go to colleges are not gonna get the millions dollars. Most of those really high dollar amounts are for quarterbacks or really big star athletes at big universities. So what happens is the college puts together basically a pool of funds that they will allow to the coaches and administration to use for NIL deals for specific players.
So depending on the sport, depending on the position, depending on the school, there's a lot of variables. And then on the outside, most of the commercialization contracts with local businesses and things like that are between a thousand and let's say $20,000. It's usually like a commercial or one Instagram post about Subway sandwiches or a car dealership or something like that.
Genevieve George: Okay. So even on the lower end, like $60,000 to $150,000, that is a lot of money for somebody who is in high school and/or potentially like 18 or 19 years old. So how are you working? What are the conversations with those individuals, and are there parents involved or not?
Domenick Macri: Yeah, first of all, there's two types of NIL advisors, right?
One that basically just comes in and gets 20% of the contract to negotiate the contract. So the normal NIL agent is really just a transactional basis. It's almost like a fly in attorney, do the contract, or they're not usually attorneys; they're usually just people from the community that have connections.
Those people don't provide usually any other services except for the NIL contract negotiations. And then that is where their relationship ends.
Genevieve George: Which is different from how you're working with clients. So tell us about that so we can see the other side.
Domenick Macri: Yeah. So for us, when we started the business two months ago, we really wanted to focus on being the support system for the athletes and their families.
We actually have former athletes involved in the company. One of my partners, Deonte Thompson, actually went to University of Florida, won a championship with Tim Tebow, went to the Ravens and won a Super Bowl with the Ravens and had an eight year career as a wide receiver. We also have some other players involved that are coaching or gonna be talent evaluators to help us with kind of people that want to improve their game.
What we're doing is we are surrounding the athlete and their family with financial support services, so financial literacy, so they understand what's going on with the contracts, as well as how to manage their money and working with RIAs such as yourself to refer them out to vetted advisors that we've vetted and we understand that they will take care of them.
We also provide mental health services, life coaching, performance coaching. And really on a monthly basis, we'll have a webinar where we can educate them on different things as part of the services that we provide. Our goal really is to help them transition from high school to college to either professional athletes or into the professional employment.
And so we want to be with them through each stage of their life as well as be their support system, because these kids have a lot of pressure on them to be successful. And as you know, there's a lot of people looking at them as dollar signs that are trying to get their money, and so we really want to be the people that protect them from those outside people that might be looking to sell them things that really aren't appropriate for them.
Genevieve George: Yeah. So in contrast to the other type of NIL Broker I think is what you call or agent, NIL agent, they're just coming in and brokering that deal. But you're actually coming in and holistically looking at the whole picture and trying to—it doesn't stop at the contract. It starts well before the contract and goes well after to ensure, the family is protected. Is that correct?
Domenick Macri: That's correct. So we just signed an athlete yesterday. He'll be going to visit different schools. We plan on going to the college business with him. Make sure he understands what the coaches and the administration are saying. Make sure that they know that they have representation available for them at all times.
It's not just about going after the biggest pot of money. It's about going after the right place for them to get their best education. Are they gonna be able to play and have success in that institution? Then also, what are the coaches like? What's the team atmosphere? Things like that. So we really wanna prepare them so that they're set up to be successful, and that way when they make the decision, they're confident that's the place they want to go.
Genevieve George: And let's use that as an example. That young athlete, you're aging with them doing the school visits with them. I'm assuming mom and dad are involved as well. Is the child—still a child in my world, yeah, in the way I'm thinking about—is the child involved in some of those financial discussions as well?
I'm thinking back to when I was 18, I probably wasn't making the best financial decisions, and that I could have all the things we could go back and do different, but Right. Think about that because kids are young and they see even just some dollars and they're thinking, new car, new this, new that.
Domenick Macri: Yeah.
And that's one of the biggest principles that we talk to them about when we speak to them initially. So in this specific case, it's a single father met with us. What was interesting is that one of the first things he said was everyone that I've talked to— because he is getting six or seven calls because his son is a really highly sought after defensive end for football—and he said, “Everyone is talking to me about the NIL negotiations, but no one's talking to me about what happens after.”
And so he said, “You guys are the only ones that have talked to me about what happens after the NIL contract and the support services.” I was really proud of that because it's kinda one of those things where you realize there's such a need, but he actually wanted his son to make the decision of who he went with, who he chose to represent him, and he's also empowering him to be part of the education services and understanding what's going on.
When we meet with them, we talk about setting up your IRA accounts and we get really detailed about retirement accounts and making sure that things are set up so that when you transition to whatever stage of life next, you'll be prepared. So whatever happens, yeah—God forbid you get injured, or you don't make it to pros—you'll still have a nice nest egg that you could start your career with and you will have the ability to make decisions that you want instead of have to make.
And so we're all seeking that financial freedom to make the decisions we wanna make on a daily basis, and that's what we really want them to have.
Genevieve George: Yeah, I love that. And when you and I first met and you were telling me about this business, what I loved was I almost wanna call it a hug around the family, like.
Sort of this protective bubble too, because people do look and I think the assumption like you already debunked that misconception. But the assumption is that all of these kids on NIL contracts are making millions of dollars, and people are just seeing them as targets, like “Ooh, I've got this new investment idea. You should invest. Like I've got this startup.”
So they're get people coming after them to say, “You should invest in this and you should invest in that.” And I'm not saying they're all bad, but having that help beyond actually negotiating the contract, but to make sure that they're getting help with the longer-term financial decisions.
I believe that's something that you work on as well.
Domenick Macri: Definitely. We tell them if anyone comes to you and asks you or tries to sell you something, or as you invest in something, we're the first person you call. The thing is from experience of talking to the people we have on board, a lot of times it's family members that come to them with investment opportunities.
“I wanna start a business or I wanna do this.” And it's hard to say no in those situations. So if you have a team that you could say, “Hey, you need to talk to Dom or Kevin or Deonte or Greg before I make any decisions,” then it allows us to be the bad person. Like in the trust relationships with the corporate trustee.
And that was my role at JP Morgan. We were the “no” people. You know when people came to us and asked us for distributions that were outside of the trust terms, we had to say no. And a lot of times, when you co-trustee with a family member or a family friend, they don't want to make those decisions.
They will be a part of it, but they want you to communicate it 'cause they don't wanna change their relationship with that family member or friend. So we’re really trying to protect them.
Genevieve George: I say that to people too. I'm like, “Just blame your advisor. It's fine.” You know what? 'cause that's my job too, right?
To try to protect the clients. So I love that. That they have that sort of buffer for those things. And I'm sure you agree with this, at the end of the day, it's theirs to decide, but you're there to help them see the bigger picture. That's maybe not a good plan because of this or that could be a good opportunity, but I would limit it to this much or.
So really being able to help guide that.
Domenick Macri: Both of our backgrounds are in planning and so when you think about it, you set a plan and you're trying to work that plan until it's successful. And if you keep reminding them about how does this fit into the big overall plan, hopefully they understand that.
But we're really trying to bring on athletes that understand the concepts of what we're trying to do. There's other people that go with people that pay them for the services or that you know tell them that they're gonna get millions of dollars when they're really not qualified to get those things.
We just are very honest with them, and if they don't want that kind of service or advice, then they're not the client for us. But we are always gonna look out for the best interest. We literally have nothing to sell them. We really want them to be free to express themselves and be themselves and focus on really what's important, which is their education and the athletics, and let us handle the rest.
And they can be a part of it as much as they want, or they can get updates once a year, whatever they want to do. But we really just want to be partners with them and be a support services that a lot of us didn't have support services in our lives, and that's what we're trying to create.
Genevieve George: Yeah. If you are a family and you have an athlete as a child and you're just not even really sure what the next path is, how early are families reaching out to work with a company like yours?
Domenick Macri: So we have two sides of the business. One is the NIL eligible athlete, and the other is the athlete that just as everyone sees on a daily basis that has potential or their parents wanna invest in their future.
So we have a website Dreams2Elite, which is where most people will sign up, and there's different packages that they can get to get basically: coaching, consulting, film review, college recruiting. “What's a college recruiting application?” And those are more like tailored solutions for those athletes. What we wanna do is, if there's potential with any of those athletes, is talk to the parents and say, “Look, we really see that there's potential on these athletes. We would like to move them into the NIL side.”
And what we do is we don't get paid until they get an NIL contract. So we're investing in these athletes for their future. So our fee is actually half of what normal NIL organizations charge. Most going rates are 15% to 20%. Ours is 10%. So we really want them to retain as much of their value as possible for themselves, and we'll surround them with the social media team and marketing and things like we were talking last night, we had a press release ready to go once we officially signed our new player, but getting his Instagram up and TikTok and things like that, because those are things that are gonna be branded for them so that they can be extremely marketable wherever, whatever they do with their life.
Genevieve George: Sure. Sure. And that was another one of my questions too, because so much of it is, it's not just the money and the athletic piece, right?
It is that personal brand and what they're building, and so you're offering guidance around that too and mentorship around creating that brand. How does that work with the athletes? You're mostly doing that directly with the athlete, I assume?
Domenick Macri: Exactly. So what we do is, the first thing after they sign, we bring them in to do training. So we'll have a social media etiquette class, talk to them about branding, understand what their interests are, understand it from an educational perspective, where they want to go, what they want to do, really get to know the athlete, the student, and then really come up with a tailored approach for them.
So some of them are really good at social media. They're not gonna need a lot of help from us. Some are not.
Genevieve George: Well, they’re significantly younger than us.
Domenick Macri: Yeah, exactly. They're like me. Yeah. Some are just not out there as much on social media. They don't post as much. With social media, it's all about consistency and things like that.
And so we have a team that's on our, that we work with that comes in and educates them on, okay, here are the things we're gonna do. Let's get look at your current situation from a social media perspective, and then how we're gonna increase viewers. One of the clients that we have is about to break a sack record for the college the school that he's at.
So we'll come up with a big announcement for that, and then he could do a post talking about how excited he is. So it's really trying to get them to see the value in those things. Some of them already down have it down or are really good at it and some just aren't. So we work we meet them where they are and then try to educate them for the next stage.
Genevieve George: Yeah, I love that. Back on the financial side, you talked about how you're sitting down with them, you're trying to help them set up the right accounts and set themselves up. So whether they continue in athletics or this becomes a nest egg for their career outside of athletics. Talk about how you're working with that individual and/or their family, because it's the concept of sudden money.
So how are they navigating that and trying to plan ahead with that, with those dollars?
Domenick Macri: Well, it's like anything there. Every client's different. Some have never had money. Some have money or come from a family that's well off. So we try to educate them on why it's important to save. Kevin Amirsaleh, our CEO, he's an investment background on planning background.
He's very into making sure that he educates them and they understand that saving and becoming an investor for the long run is really the way you wanna be. He talks about that on every call. He says, “I want to turn you from a spender to a saver.” The reality is there's always, if you win the lottery, you're gonna put money aside that you're gonna spend because you have pent-up things that you wanna purchase. Right?
And so it's a balance of, not being too strict and focused on not spending any money. But if they get a chunk of change, how do we allocate it so that there's short term, as a planner, medium term and long term so that, we have to understand the family situation. It's a lot of things that go into the whole educating them and advising them from that perspective.
Genevieve George: I love that. And I think what you said, we're talking in the space of NIL, and these young athletes that are potentially eligible for these favorable contracts. But I think that applies to all young people. I want them to all—
Domenick Macri: Yeah, exactly.
Genevieve George: —become savers and not spenders. And also to when you were describing that, I use this term a lot when I'm working with clients.
I call it buckets, right? So these are like the long-term dollars or tomorrow dollar bucket, but then you have a bucket maybe that’s celebratory you just earned this and you do wanna enjoy a piece of it. And just creating space for all of that while not impacting the longer-term picture.
So I love that and I love that you're working with young clients to educate them on that, because I really think that there's a miss in the system, right? We're not getting a lot of financial literacy to kids in high school and college. And so being able to provide that, I think, is really important.
Domenick Macri: No. Exactly, and we don't want them to think of “Oh, we're gonna buy this really fancy car.” The majority of these kids are gonna be athletes and going to school and really focusing on those things. We don't want a lot of distractions in their lives. Or we joke around, we say, “Look, if you go out in a club in Miami and it's two o'clock in the morning, you don't have a ride home. Call us. We will drive down and pick you up or get you an Uber.”
We've talked about getting like a business Uber account where we could just give people Uber so that we'd prefer them actually not to drive, to be honest with you, or get cars, right?
Genevieve George: Yes. Yeah.
Domenick Macri: Don't get a car, do not drive. we'll get you an Uber.
Genevieve George: Make the choices. Yeah, I love that. I love that. So I know it's only been a few years with these NILs, but have you seen it evolve from the beginning to where we are now, and what do you think is maybe coming?
Domenick Macri: Yeah, it has. Originally was more restrained to the bigger schools, and now it's matriculating down to junior colleges and high school and all these other things.
I joked around on LinkedIn the other day. I said, as soon as athletes in college could get NIL money, all of a sudden, they approve the rules for college gambling. So it's there's all these things that change because now this group of people have money that they can spend.
There's a huge focus. I think private equities are starting to invest in NIL advisory firms and things like that. So you're gonna see a whole industry around this. And so I think that's why we're really focused on making sure they're protected and doing things the right way.
And we're bringing the level of service, from my background working at JP Morgan and other places, bringing it down to their level so that they have that concierge, private family office kind of experience.
Genevieve George: Yeah. As you were saying that, it's creating this wraparound service beyond just the financial piece and very much what you experience in the family office space, but bringing that to these athletes and their families, which is really awesome.
If there was one piece of advice that you give to a student athlete, getting close to an NIL contract or just close their NIL. What? What? What would you tell 'em?
Domenick Macri: Something I learned through my personal experience, and one of the things is we talked about some of the things that we've done as going through our lives, and bad financial.
I think being too optimistic about the future sometimes can be painful in the current, right? And so if you get all this money and you think, “Oh, it's just gonna keep coming, or I can play my way to more money,” you tend to spend more because you're optimistic that's gonna happen. And the reality is that the best thing to do is set up a nest egg so that you have that for the future.
And then that allows you to be a better planner in the future and have the ability to make decisions that you want to do. If you are too optimistic, sometimes you start spending more money than you really have. And then once you get to a certain spending level, it's hard to reduce that spending habit.
So that's my biggest thing is—think more long-term than short-term.
Genevieve George: Yeah. Yeah.
Domenick Macri: And this is a long game and anything can happen. So you don't wanna assume that the money, spigot, the money's just gonna keep coming in.
Genevieve George: That's great advice because particularly with these athletes, right?
They could get injured, and then the money train stops. And that's tragic already because they aren't able to do what they love and they're passionate about doing. But now also you just turned off the faucet, and if you didn't save during that time, you might be in a bad spot where you're starting from scratch and you really had a pretty, pretty awesome opportunity to set yourself up for longer-term success.
So I love that as advice. What they always say, pay yourself first. And it's not necessarily pay yourself, or in today's dollars, you're putting it away for later.
Domenick Macri: Exactly. Exactly. Yeah.
Genevieve George: I love that. So you mentioned this, and I think you and I have had really great conversations about this in the past, but one of the things we like to do on the podcast is ask people, okay, what is one financial mistake you've either made or that you've seen a client or watched somebody go through that you wanna help other people avoid?
I know we just talked about one, but maybe that wasn't your response.
Domenick Macri: It's funny, I have so many personally and seen, being a part of it because I grew up in a low-income area, so I really didn't understand money until later on in life, and as I started working with wealthy people and advising them and being a trust administrator and things like that.
So it was always, for me, I was doing what, I'm telling these athletes not to do is I was betting on myself in the future terms versus the now. I would spend more than I should have, or I would maybe take loans from my 401(k) to pay for current expenses and things like that, that were inappropriate.
And looking back 20 years ago, you're kinda like, “Geez, man, if I would've not done that, I could be potentially so much wealthier because the stock market always goes up.” You might have these dips, but over time, it goes up, and it's really investing early and often is really that compounding interest.
The compounding effect of investments is really powerful, and it's just being cautious and not being overexuberant and overexcited about the future. You want to be excited about the future, but you also wanna plan for it and make sure that you're investing now for it.
Genevieve George: Yeah, I agree with that one.
And made similar mistakes along the way. So yes, get as much money in those retirement accounts. Let it ride. Let the markets do what they don't touch it. That's definitely great advice, especially for the young folks that might be listening. So tell us, I'm gonna put it in the show notes too, but how can people get in touch with you and your business?
And if you wanna say anything else about the company, so people know the full scale of what you're doing, I would love to share that.
Domenick Macri: Yeah. So our website is Via Vitae Partners, viavitaepartners.com. And it has all the information and contact information for all of us, all of our partners. We have amazing people that are part of the business.
It's funny, everyone that we work with has said, “I wish we had these types of services when we were athletes in high school and college, and the professionals, the pros back in 20 years ago.” So it's one of those things that we're really excited about because we know that there's a huge need, and we really want to just help these kids and these parents, and these families make better decisions.
We're educating the family as well. These kids are gonna be experiencing a lot of things. We want them to understand what they're experiencing and the decisions that they're gonna make, so they could be also a better support system for their kids. And so the financial education and all those other things are also available for the family.
So we're really trying to be holistic and be connectors for them if they have the things that they need. We just look forward to working with our future client, and we're really excited. It’s already happening very quickly, and we're actually talking to other NIL advisors, and they want to join our firm because they are not able to give those services to their clients, and they see the value in it.
So it's just been an interesting experience that we just started a few months ago, but people already want to join us from externally. But also, other NIL firms are asking us to partner, collaborate because they know that we have the services that they need for the clients.
Genevieve George: I think that speaks to the group that you've built in the services, but essentially, you care. It's more than just the transaction. I think some of the other agents that you describe, it feels very transactional, but you care about the person and their long-term success, the whole picture, their mental health, their financial health their brand, all of it. And I think that's really important for people to understand.
You told me when we met. What Via Vitae stands for, and I remember it being unique, but I don't remember what it said.
Domenick Macri: So yeah, it means the way of life and the reason why we chose that name is because we really are living what we're practicing, and we want those services and those families to feel that and understand that this isn't a gimmick.
We're not brokers; we're not trying to get them to give us more money. Our fees are very transparent. And we're really just trying to help them and their families. And so I always say, 'cause I grew up, like I said, in a low-income area, and I still have family that are around those areas. And I say, I've worked with billionaires, and so my wealthy clients will ask me more questions than my family that is low-income.
And I always say to them, I'm like, why aren't you asking me for help? I get calls all the time from people in my network that are well off, that are asking me questions, but the people that need the help don't ask me for advice, and it drives me nuts. So we're trying to bring that level of help and services and guidance and all those things to surround these families that are gonna be going on an amazing journey, and we just want to be there to support them.
Genevieve George: I love that. I love that. I'm so grateful to have had you on, and I think that this is valuable information. I want all the upcoming athletes and their families to be reaching out to you 'cause I know that you're gonna take good care of them in the long term, not just from the one transaction standpoint.
So I love that. These NIL deals are an incredible opportunity, but with any financial windfall, regardless of the size, it's what you do with that money that makes a difference. So whether a student athlete is managing their first deal or an adult navigating that career change or business success, the fundamentals are the same.
You need to plan ahead, seek good advice, and align your financial decisions with those long-term goals. So I'm so grateful to have had you here to share that, and hopefully that reaches a lot of these young people and the families of those athletes that are striving for those things. So thank you.
Domenick Macri: Thank you. I really appreciate it.
That's it for today's episode of The Wealth Development Studio. Remember, financial clarity is powerful. Do you need help with your financial plan? Go to pelicanfinancialplanning.com to schedule a call with me. Until next time.
