NIL deals that don't cost you eligibility.

Name, Image, and Likeness is the right an athlete has to monetize their identity through endorsements, social content, appearances, and merchandise. The Canadian NIL landscape is different from the US and still evolving, with U Sports and provincial sport organizations each setting their own rules about what athletes can and cannot accept without losing eligibility.

NIL in Canada is where the US was in 2020 — moving fast, unevenly regulated, and full of deals that look fine until they cost an athlete eligibility or leverage. U Sports opened the door on NIL in 2023, but each conference and each sport can set additional rules, and international eligibility (NCAA, FIBA, etc.) complicates it further.

The practical issues are not usually the NIL rules themselves. They are the contracts. Most NIL deals in Canada today are drafted by US agencies, brand marketers, or templated platforms that do not reflect Canadian tax, eligibility, or privacy law. Perpetual usage grants, broad exclusivity, morality clauses, and payment terms that run into eligibility conflicts are the recurring patterns.

We review NIL deals before athletes sign, structure deals properly when the athlete has leverage, and advise on eligibility questions across U Sports, NCAA, and international federations. We also work with parents, agents, and collectives on the paperwork that sits around the athlete.