As a student-athlete, Ball State's Kerrianne McClay successfully wrangled name, image and likeness deals.
This did not mean more playing time equaled more deals, nor did it mean being a student-athlete in a power conference or playing a revenue-generating sport led to NIL success.
McClay discovered a correlation far more straightforward: Effort, consistency and time yield success in the NIL world, just as they do in athletics.
After NIL legislation passed during her sophomore year of college, McClay dove in with a passion.
"I just jumped right in. I downloaded every app or platform I heard my teammates and friends using, learning by observing what others were doing and experimenting with different approaches myself. As a field hockey player at a smaller Division I school, I knew landing deals might be more challenging, but I was confident it wasn't impossible," she said.
Each month, McClay sent direct messages or emails to representatives of brands she used and loved. She developed a go-to email template that introduced her background and expressed her passion for their products, while inquiring about ambassador or sponsorship opportunities. This approach helped her secure most of her NIL deals.Â
"I thought of it as my 'NIL cold calling,'" she said.
As McClay finished four years of collegiate field hockey, she wanted to continue her education in NIL matters. In 2023, she applied for and received an NCAA postgraduate scholarship that allowed her to use her final year of eligibility.
Caitlin Walsh, Ball State's head field hockey coach, takes pride in McClay's accomplishments.
"Receiving this scholarship … is a true testament to her integrity, resilience and commitment and to her teammates and university," Walsh said.
As McClay pursued her sports administration master's degree, she wrote her thesis on NIL: "Self-Marketing and Branding Strategies of NCAA Division I Collegiate Athletics at a Midmajor University in the NIL Landscape."Â
As she interviewed student-athletes, she found the biggest gap between schools in power conferences and those in the midmajors was support.
"The notion around NIL is you either fully tap into it or you don't touch it at all. I think where that disparity is — (student-athletes) just don't know how to get started," she said. "And what's been really revealing is the lack of support or that gap of how we educate student-athletes to be able to be empowered, to be able to take advantage of their opportunities."
McClay's research revealed that the name on your jersey doesn't matter most when it comes to securing NIL deals.
"The common thread wasn't status, school or even sport. It was effort," she said. "There's room in this space for anyone who is willing to work hard and pursue it with purpose. That realization is something I carry with me beyond NIL. It's a reflection of how success often comes down to showing up and putting in the work."
McClay's teammates benefited from her NIL expertise. She recommended apps and platforms she found most helpful and showed teammates how to use them effectively.
"I helped a teammate write her own blueprint email to send to brands inquiring about potential partnerships. We also went through her social media accounts together, adjusted her settings so she could see post insights and engagement, and used that information to figure out what direction she wanted to take with her personal brand. It was rewarding to watch her gain more success and secure deals," McClay said.
Libby Kraus, a field hockey teammate and friend, said McClay helped whoever wanted to be a part of NIL.
"She is so selfless and is always there to offer a helping hand. She wants everyone to have opportunities to use NIL," Kraus said. "She worked hard to get her required tasks done for each sponsorship, and she did it well. She is a true leader, and people followed in her footsteps when it came to NIL."
McClay recently had the opportunity to attend the 2025 NCAA Emerging Leaders Seminar, which providedleadership, educational and transitional programming for nearly 200 interns and graduate assistants.
"I had a conversation where it felt like for the first time in five, six years of studying, a light bulb went off," she said while participating in the event in February. "(The seminar) has absolutely driven me closer toward my goal of even understanding what I want to do."
McClay would recommend the seminar to everyone.
 "This has been the best experience that I've had in my collegiate career," she said. "Not just undergrad, but grad. I've been able to meet and connect with so many people. I have learned invaluable lessons from such impressive role models."
Now, McClay plans on taking time to travel and reset before transitioning to work. As she plans for the future, a lesson from the seminar has shaped her mindset: Chase purpose, not titles.
"That sentiment really stuck with me. I'm excited to pursue a path where I can apply everything I've learned in my master's program, especially in the evolving NIL space, to support athletes and professionals in meaningful ways," she said.
Her goal is to empower student-athletes to pursue opportunities that may not feel available or accessible to them.
"As I reflect on all I've gained through my journey, I'm passionate about giving back to collegiate athletics," McClay said. "The NCAA has given me opportunities, resources and relationships that have shaped who I am. I want to ensure that future student-athletes have the same opportunities to grow, thrive and make the most of their time in the NCAA."
