The "Valley of Death" to NIL Success: How Val Shafak Built a Sports Marketing Powerhouse

On a recent episode of the Prairie Founders Club podcast, host Brian Lee sat down with Val Shafak, the founder of NIYOU (pronounced "ENN EYE YOU"), to discuss the meteoric rise of his sports marketing agency.

NIYOU didn't start in a boardroom or a high-rise office; it was born in an eight-week entrepreneurship class at Creighton University taught by Omaha startup legend Nathan Preheim. What followed is a masterclass in navigating the "NIL boom," surviving the "year of doom," and bridging the gap between world-class athletes and household brands.

The Eight-Week Sprint: From Concept to Pitch

The story of NIU begins in the spring semester of 2023. Shafak, a student at Creighton with a lifelong itch for entrepreneurship, enrolled in a class taught by Nathan Preheim, a legend in the Omaha startup scene. On the very first day, Preheim issued a daunting challenge: the students had eight weeks to build a functioning company from concept to pitch.

The process was rigorous. Students were required to generate eleven ideas, narrow them down to five, and then form teams. Interestingly, Shafak didn't start with sports marketing; he was originally part of a bagel startup. However, based on an entrepreneurial assessment, Shafak was identified as a "Conductor," someone who excels at orchestrating moving parts and people. Recognizing this, Preheim moved him into the group that would eventually become NIYOU.

Shafak was initially hesitant to enter the NIL (Name, Image, and Likeness) space despite having friends playing Division 1 basketball at schools like Gonzaga and USC. But once he leaned in, he realized the massive opportunity to provide structure to a chaotic new industry.

Nathan Preheim

Defining the "True NIL"

As NIU took shape, Shafak realized that many people were confused about what NIL actually meant. He emphasizes that "True NIL" is an endorsement. While the media often focuses on "pay for play" schemes, Shafak built NIU on the foundation of traditional marketing.

NIU functions as the conductor between two worlds:

1. The Athletes: Shafak has worked with high-profile names like Creighton’s Stephen Ashworth and stars from Husker Volleyball.

2. The Brands: The agency has secured deals for athletes with major brands including Raising Cane’s, Nissan, and Mary.

By positioning NIL as a legitimate endorsement, where a basketball player promotes a local brand like Runza or participates in a physical activation, NIYOU creates tangible value for both the athlete’s personal brand and the company’s bottom line.

The Year of Doom: Surviving the Valley of Death

Every startup founder eventually faces the "Valley of Death," that period where the initial excitement wears off, resources run low, and growth plateaus. For Shafak, this hit during the "year of doom."

Despite early wins with Nissan and Raising Cane’s, the momentum slowed. Shafak reflects on this period with raw honesty, noting that "there's no broke like entrepreneur broke." He contrasts the reality of the struggle with the "Rolex and Amex" lifestyle often portrayed on social media.

"I learned that it was not that... that comes at the very end of the struggle... beyond down the line." — Val Shafak

During this time, Shafak leaned heavily on his faith and his community. He notes that entrepreneurship is inherently lonely because most people will never experience the specific pressures of building something from nothing. This highlights the importance of organizations like the Prairie Founders Club, which provide a support network for founders navigating these low points.

Staying Ready: The Raising Cane’s Success Story

One of the most inspiring moments of the interview is Shafak’s recount of the Raising Cane’s deal. After searching for a marketing contact at Cane's for a long time, Shafak discovered a platform at Creighton that allowed students to connect with professionals across the country.

He had a pitch ready to go because, as he puts it, "It's always better to stay ready than to have to get ready." He sent the email, said a prayer, and by the time he walked from the business school to his car—a mere three-minute walk—he had a response requesting a call the next day. The deal was closed within 48 hours.

This win, followed closely by a partnership with Nissan, proved that a student-led agency could compete at the highest level of sports marketing.

The Evolution of the Team

As NIU grew, so did its leadership structure. Originally, the team consisted of Shafak and co-founders Matt and Sam. Matt served as the CEO and focused on operations, Sam focused on deals, and Shafak served as the Chief Creative Officer, ideating the execution of partnerships.

Transitions are a natural part of any startup’s lifecycle. When Matt left for law school, they brought in Kylie Caskey, who helped professionalize the company by connecting them with a legal team and establishing a path for effective growth. By the summer of 2024, the original co-founders transitioned out of the business on good terms, leaving Shafak as the sole owner.

This transition allowed Shafak to refine his vision for NIU’s future. He now focuses on building a multifaceted team that includes experts in:

• Athlete Relations: Caring for the players' needs.

• Brand Relations: Executing promises made to corporate partners.

• Legal and Finance: Navigating the complex regulatory landscape of NIL.

Navigating a Changing Landscape

The NIL world is shifting rapidly. Recent changes have allowed universities to begin compensating athletes directly. While some might see this as a threat to independent agencies, Shafak sees it as an opportunity to double down on creative sports marketing.

Universities still need to raise money, as the funds used to pay athletes often come from their athletic operating budgets. Agencies like NIU can take the pressure off these budgets by securing outside endorsements for athletes, which frees up university resources.

Looking Ahead: From Omaha to the Coasts

Val Shafak’s vision for NIU is far from local. While he credits Omaha as a phenomenal home base and expresses deep gratitude for local mentors like Jason Fisher, Scott Heider, and the Noddle family, he is eyeing national expansion.

Within the next three years, Shafak aims to establish operational hubs on both coasts—specifically in San Francisco and New York. His goal is to continue evolving as a leader and a communicator, empowering a team to build alongside him as they redefine what it means to be a "high-level" sports marketing agency.

Conclusion

Val Shafak’s journey with NIU is a testament to what can happen when preparation meets opportunity. From an eight-week classroom project to representing some of the biggest names in Midwest sports, Shafak has proven that the "Valley of Death" is not a dead end, but a proving ground. As NIL continues to reshape the landscape of college athletics, NIU stands ready to lead the way—one endorsement at a time.