Why this matters
Most NIL deals fail because nobody measures the right numbers. This calculator helps you evaluate cost, reach, engagement, conversions, and fair-market-value risk before money changes hands.
Verdict
FAIR
Within the typical CPM range for this sport.
CPM Benchmark
$120 – $400
BargainTypicalHigh
Effective CPM
—
Per 1,000 impressions
Projected reach
—
Total impressions
Engaged users
—
Likes / comments / shares
Cost per engaged
—
Lower = better
Est. conversions
—
At category mid rate
Athlete PAV
—
Deal as % of annual
NIL Go Clearinghouse
—
All deals at or above $600 trigger CSC fair-market-value review. Average rejected deal is ~$41,200.
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Who built this
Created by Henry Bell, author of The Game Plan and founder of B2G Sports, with experience building athlete, brand, and grassroots sports partnerships with companies including Nike, Adidas, BMW, Gatorade, and others.
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The Measurement Framework – 6 checks to install before launch
Section 02
The measurement framework.
Six checks to install before the campaign goes live. Each one closes a gap that vibes campaigns leave open.
01 · UTM-tagged links Required
Every link in athlete content must carry a campaign-specific UTM. Without this, the deal generates traffic you can't attribute.
02 · Promo / affiliate code Required
A unique code per athlete creates a direct conversion line. The single highest-leverage tracking decision in the contract.
03 · Content rights window High
Specify whitelist/dark-post rights so paid amplification can extend organic reach for 30–60 days post-deal.
04 · Conversion benchmarks High
Set a category-specific conversion-rate target in the contract. The benchmark workbook gives you the starting numbers.
05 · Brand-lift pre/post Medium
If the goal is affinity or awareness, run a brand-lift study on athlete's audience before and after the campaign.
06 · Exclusivity scope Medium
Define category exclusivity duration. Without this, your athlete signs with a competitor 30 days later and dilutes the deal.
The Glossary – every term & abbreviation defined
The glossary.
Every term and abbreviation used in this calculator, defined. Tap a dotted-underlined number anywhere on the page for the quick version.
CPM – Effective Cost Per Mille
Cost per 1,000 impressions delivered. Calculated as (deal value ÷ projected reach) × 1,000. The single most defensible price metric for an NIL deal.
Reach (Projected Impressions)
Total impressions expected across all posts in the deal. Calculated as posts × followers × reach-per-post. Reach-per-post is typically 10–20% on Instagram for organic, lower for sponsored content.
Engaged Users
Users who liked, commented on, shared, or saved the athlete's content. Calculated as projected reach × engagement rate. Engagement rate varies by follower tier and platform.
Cost / Eng – Cost Per Engaged User
Deal value divided by engaged users. Useful for engagement-goal campaigns where the deliverable is interaction, not impressions. Lower is better.
Conv – Estimated Conversions
Projected number of sales, sign-ups, or other measurable actions. Calculated as engaged users × category conversion rate. Conversion rates vary widely by brand category (apparel 3–5%, finance 0.5–1%, etc.).
PAV – Player Asset Valuation
Annual estimated market value of an athlete's NIL – what they could plausibly earn across all deals in a 12-month period. Originated by On3 NIL valuation methodology. Deal-as-%-of-PAV signals whether the spend is meaningful to the athlete.
FMV – Fair Market Value
The defensible market price for a given deal, used by the NIL Go clearinghouse to flag overpayments. A deal priced far above category benchmarks creates "FMV-gap" risk and is more likely to be rejected.
NIL Go Clearinghouse
The third-party review body (operated by Deloitte under House settlement terms) that audits deals over $600. Rejections typically come from FMV gaps, vague deliverables, or missing fair-market comparables.
UTM (UTM-Tagged Links)
Tracking parameters added to URLs in athlete content (source, medium, campaign) so analytics can attribute traffic back to a specific deal. Standard tags: utm_source=athlete_handle · utm_medium=nil · utm_campaign=campaign_slug.
Engagement Rate
Engaged users divided by followers (or by reach, depending on platform). Typical bands: 2–5% solid, 5–8% strong, >8% exceptional. Drops sharply at higher follower counts.
Star Tier
A coarse multiplier on athlete value reflecting national name recognition: bench (0.5×), solid starter (1.0×), conference star (2.0×), national-name star (4.0×). Affects PAV, not reach.
CPM Benchmark Bar
The three-band scale (Bargain / Typical / High) showing where this deal's effective CPM falls within the typical range for the athlete's sport. Ranges adapted from creator-economy benchmarks plus a women's-sports adjustment.