Skylar George’s TikTok persona illustrates evolving NIL landscape
Skylar George built her social media brand before arriving at Syracuse and now partners with companies like C4 Energy and Alani. Tara Deluca | Staff Photographer
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When Skylar George first heard about name, image and likeness, she didn’t really know what it meant.
The Syracuse volleyball outside hitter began posting on TikTok in February. Her content creation journey began with “day in my life” videos, product reviews, brand promotions and SU volleyball videos. She expanded to Instagram, amassing over 30,000 followers.
ESPN gave her a shoutout for having one of the most engaging TikTok accounts in college volleyball. The recognition solidified her growing reputation as both a player and influencer.
From there, the opportunities quickly arrived.
“I gained a lot of confidence in myself and started posting whatever I wanted, and it kind of just took off,” she said.
The Houston, Texas, native has played 32 matches over two years with SU, amassing 295 kills, 247 digs and 32 service aces. The junior has also grown to embrace the opportunities that come with NIL rights, building her personal brand and forming partnerships with brands like C4 Energy, Alani, Owll, Hollister, Glow Yoga, VKTRY Insoles and more.
“Skylar has embraced the business side of college athletics with professionalism and maturity,” Darrin Ashford (Coach Dash), her mentor and athletic trainer, said. “She’s taken a thoughtful approach to NIL opportunities with brands and partnerships that reflect her values as an athlete, student, and role model.”
From a young age, George showed a knack for performance, whether on stage in school productions like “Annie” and “Mamma Mia” or as a “sorority girl” in “Legally Blonde.” Her early love for performing made her naturally comfortable in front of the camera.
Meanwhile, she became a star on the volleyball court, too. She attended Stratford High School, where she emerged as a dominant outside hitter. In three seasons, she recorded over 1,100 kills, 1,000 digs and 100 aces.
“Skylar’s personality has always been persistent and resilient,” her mom, Debra George, said. “Starting volleyball with school in seventh grade and club in eighth grade, she had quite a bit to learn and she never gave up. She wanted to play all six rotations from the start.”
After redshirting in her lone year at Utah, George’s leadership and work ethic led her to Syracuse.
“She trained to prove herself and to others that she can be a 6-foot outside hitter and play D-I,” Skylar’s mom said. “She was told by many that she could not go D-I, which fueled her more.”
She immediately proved she belonged at Syracuse, and her success has continued in her junior year. She notched 18 kills against Cornell, and she had 18 kills, five blocks and 16 digs against Virginia.
As George’s social media following grew, she learned what it really meant to be a content creator. She paid attention to what her audience liked, focusing on authentic moments from her life as a Division I athlete. George independently reached out to brands, hoping to promote them.
Whether it’s sharing a workout routine, promoting a healthy snack or posting dancing videos with her teammates, George’s content is true to who she is as a person, which makes her approachable to brands. Her posts are genuine and give followers a look into her personality beyond volleyball.
“I keep it simple. I say to myself, ‘This is what I’m going to do today. I have this class. I’m going to dinner with friends, so how can I incorporate a video in my schedule?’ One day, I had to pack for an away trip, so I made a video out of it,” she said.
Her first partnership, with Glow Yoga, came about in the fall of 2024. It allowed her to attend classes for free, but it also marked the start of a journey to grow her personal brand while excelling on the court.
The landscape was difficult to manage at first. George had to begin educating herself, which meant hiring an NIL mentor, Debra said.
“The first thing I did was Postgame, which manages NIL campaigns that many athletes use,” George said. “The coolest thing isn’t about the money you can make as an athlete, but more about the brand and the name for myself that goes bigger than volleyball.”
It blossomed into several new opportunities with brands that connect with her interests. She even serves as a VIP host for the Ball Out News Company—a multimedia platform that covers everything from trending news and sports to entertainment, lifestyle and celebrity culture—combining her love of sports with her growing expertise in social media and broadcasting.
Skylar George slams the ball in Syracuse’s loss to Georgia Tech on Nov. 9. The junior has recorded 295 kills, 247 digs and 32 service aces across two seasons with the Orange, also embracing NIL opportunities. Tara Deluca | Staff Photographer
“She can show who she is through working with these brands,” Lauren Ahearn, a Manhattan University soccer player and George’s childhood best friend, said. “She loves caffeine, so working with Alani is special to her. She gives her Syracuse teammates TIY hair ties from her brand, which shows how she loves to give back to those she cares about.”
Debra said NIL has been a powerful outlet for George’s creativity and focus, saying all of her NIL opportunities have been “a wonderful experience.” She said she admires how George’s deals reflect her interests, like a deal with Salata that reflects her love for food.
George has leveraged multiple platforms to showcase her personality. She didn’t post anything on Instagram before her TikTok was hacked, but the switch sprouted into a major following. Her social media presence allows her to connect with fans, provide insight into student-athlete life and expand her NIL reach.
“I try to show a fun side of me, and my goal is always to put myself out there,” George said. “I put Syracuse volleyball on my social media to promote the school and get people to come support the team, which has motivated my teammates as well.”
This past summer, George was selected for the NCAA x Meta NIL Empower Program, which was launched in 2024 through a collaboration between the NCAA and Meta to help female college athletes maximize their NIL profiles and opportunities. The program enabled George to develop her personal brand, expand her online presence and connect with industry professionals. One of her TikToks even got reposted to the NCAA’s Instagram.
On platforms like Opendorse, George offers paid fan experiences, including social media posts, video shoutouts, in-person appearances, autographs and personalized responses, showcasing her approach to building and expanding her brand.
She attended AthleteCon this past summer, and the experience inspired her to expand her reach beyond Instagram and TikTok. Over time, she constructed a “real community” of fans that showed up at her games.
George hopes to inspire younger volleyball players to follow in her footsteps. She encouraged other student athletes to “be authentic to who they are,” she said.
“People come to our games, and they’re like, ‘I want to be just like you and I love how you play,’” George said. “It’s crazy to hear that because I never thought I’d be in this position. I’m extremely grateful to be here.”
George encouraged athletes to go for their dreams and not be afraid to take risks. After all, that’s exactly what she did. She’s leveraged it in a way unique to the new generation of student-athletes, combining athletic excellence with entrepreneurial vision.
She might not have known what NIL was at first. But now, she’s far more familiar with the term than most.
