Boise State soccer players, Tambree Bell and Ava de Leest, are leveraging Name, Image, and Likeness (NIL) opportunities to build personal brands while fostering local community connections. Following the House v. NCAA antitrust settlement in June 2025, they learned the importance of marketing themselves authentically rather than just chasing financial gain. This journey has transformed their social media presence from a fun hobby into valuable partnerships, especially with local businesses that support college athletics. Their experiences illustrate a deeper connection to the Boise community, where being a college athlete holds significant impact.

By the Numbers
  • Tambree Bell has over 18,500 followers on Instagram and 87,600 on TikTok.
  • Ava de Leest highlighted a partnership with RJ Soap Market, which contributes to a foundation supporting individuals with special needs.
Yes, But

The prevailing perception that athletes pursue NIL deals solely for money overlooks the community-building aspect that players like Bell and De Leest emphasize. Their collaborations with local businesses reflect a commitment to authentic partnerships rather than just financial transactions.

State of Play
  • Both athletes attended AthleteCon, a convention aimed at developing personal brands in an evolving NIL landscape.
  • They continue to cultivate relationships and share insights with fellow athletes to enhance their branding efforts.
What's Next

As college athletics evolve, NIL opportunities will likely expand, opening doors for more athletes to engage with local communities and amplify their brands. Continued networking and content creation will be crucial for maintaining success in this new environment.

Bottom Line

Building a personal brand through NIL is not just about financial benefits; it鈥檚 about fostering genuine connections and representation. Athletes like Bell and De Leest showcase the potential impact of social media when athletes authentically share their journeys and support their communities.