By Robert Mazin
The state of modern youth sports is undergoing a seismic shift. With the rise of Name, Image, and Likeness (NIL) legislation, high school and college athletes are now empowered to monetize their personal brands — and for the first time in history, teenagers are entering the sports marketplace as full-fledged entrepreneurs.
From the outside, it may seem like a dream scenario: endorsement deals, sponsorships, national recognition, and direct income before even going pro. But for those of us who manage athletes and understand what it truly takes to build a career — and a life — in high-performance environments, this new era brings more pressure than ever.
The truth is simple: exposure without preparation is a formula for collapse.
As the founder of 369 Sports & Entertainment, I’ve managed and mentored over 300 athletes across the globe — NHL players, world boxing champions, Olympic hopefuls, and rising youth stars. I’ve been on both sides of the equation: as a former professional athlete myself, and now as a businessman responsible for guiding young people into adulthood with clarity, structure, and vision.
What I see today is both exciting and alarming.
Young athletes are more visible, more connected, and more monetizable than any generation before them. But while opportunities have exploded, infrastructure has not. Too many athletes are mentally, emotionally, and structurally unprepared to handle what’s coming their way — and the consequences are becoming more evident with each passing season.
The Brain Isn’t Ready, But the Market Doesn’t Care
Let’s start with the science. The human prefrontal cortex — the part of the brain responsible for judgment, decision-making, and impulse control — doesn’t fully develop until around age 25. That means when a 17-year-old signs a $30,000 NIL deal, he or she is doing so with an incomplete risk-assessment engine. And yet, the market doesn’t care. Brands don’t pause. Social media doesn’t wait. Platforms move — with or without preparation.
According to data from Opendorse, over $900 million in NIL deals were signed across the NCAA in 2023. But less than 10% of athletes involved in those deals reported receiving any formal training in contract literacy, tax planning, brand reputation management, or financial strategy.
We are handing out national exposure like candy — but forgetting the coaching manual that must come with it.
This is why, at 369, our athlete development philosophy is built on what we call The Three Core Foundations — a model rooted in neuroscience, behavioral psychology, and lived experience.
The Three Core Foundations of Elite Athlete Development
- Emotional Resilience
Emotional regulation is a more important performance skill than any vertical jump or bench press.
- Weekly mindset coaching
- Journaling and breathing exercises to reduce cortisol and enhance focus
- Performance Under Pressure Training (PUPT), adapted from Olympic and military protocols
These techniques are critical not just for game day — but for interviews, setbacks, and social media storms.
- Habit Architecture
Without structure, talent burns out. Period.
- Building customized daily routines that optimize sleep, nutrition, recovery, academics, and digital hygiene
- Utilizing wearables like WHOOP and Oura to monitor recovery and stress
- Gamifying habits to reinforce consistency through behavioral cues and reward systems
- Civic Responsibility
A NIL deal means more than money — it means influence. And influence must be handled with maturity.
- Media training focused on empathy, leadership, and tone
- Community engagement as a pillar of brand building
- Lessons in digital citizenship, platform impact, and legacy development
This approach isn’t just ethical — it’s strategic. It protects athletes from themselves. It creates professionals out of prospects. And it prepares kids not just to get the deal, but to build something after the deal.
The Role of Schools, Communities, and Local Organizations
Athlete development is not a solo journey. And it shouldn’t fall entirely on the shoulders of parents or agents.
We need to modernize the entire ecosystem.
That means integrating:
- NIL literacy education into high school and prep school curriculums
- Partnerships with local mentors and retired professionals who can share experience
- Collaboration with financial advisors, brand managers, and sports psychologists at the youth level
In cities like Chicago — where I’ve seen countless stories of raw talent, fierce competition, and community pride — this is more than just a sports issue. It’s a social one.
When athletes succeed the right way, they inspire entire neighborhoods. But when they crash from early fame or burnout, those same communities lose trust in the process.
That’s why the system must evolve — together.
Legacy Over Leverage: A New Identity for the Modern Athlete
One of the biggest myths we see in the NIL space is that it’s about leverage — about getting what you can, when you can. But the truth is, short-term leverage without long-term vision is a dangerous game.
Athletes are not just brands. They are builders. They are educators. They are future investors, CEOs, and community voices.
At 369, we don’t just teach athletes how to win — we teach them how to lead, earn, influence, and transform.
We help them:
- Understand the basics of personal finance and investment strategy
- Build content platforms that reflect their values
- Learn negotiation skills that align with their identity
- Balance ambition with inner stability
Because NIL success isn’t about being famous — it’s about being prepared.
Conclusion: Hype is Loud. But Habits Are Louder.
Every generation of athletes has its moment. For this generation, NIL is that moment. But the winners in this new era won’t be the ones who chase every deal — they’ll be the ones who are disciplined enough to say no, focused enough to build slow, and wise enough to grow deep.
The world of sports is no longer just about performance — it’s about endurance, vision, and clarity under chaos.
At 369 Sports & Entertainment, we don’t just develop athletes.
We build people who can last.
Because hype fades.
But habits echo for a lifetime.
About the Author:
Robert Mazin is the Founder & Managing Director of 369 Sports & Entertainment, a global management agency that mentors elite athletes, entertainers, and student talents. A former professional athlete turned executive, Robert is known for his no-nonsense approach to long-term development, branding, and career architecture in the NIL era.
To learn more about 369 Sports and Entertainment, visit them on Instagram @369.ent
