In his session Leveraging NIL for Business Expansion, Bill Carter assessed the current Name, Image and Likeness (NIL) landscape and detailed ways that small business owners can leverage NIL to grow their business. Carter is the founder of Student-Athlete Insights where he serves as a NIL consultant and educator. Reflecting on his years of experience, Carter discussed the various types of NIL deals that small businesses can enter with student athletes and how those deals can be beneficial to achieving marketing or promotional goals.