When a college athlete is arrested, the criminal case is only part of the problem. A scholarship, a roster spot, a name, image and likeness deal and a public reputation can all be in play at once. The athlete may be eighteen, far from home and getting calls from coaches, teammates and reporters before they have spoken with a lawyer.
Defense firms near universities see these cases. Few of them have pages written for this reader. This guide covers how to build useful, responsible content for college athletes and their families, without promising outcomes or treating a stressful situation as a marketing hook.
Who is searching
- The athlete, often on a phone late at night
- Parents, frequently from another city or state
- Sometimes a coach or athletic department staff member looking for referrals
- Teammates or friends trying to help
Understand what the athlete is worried about
A typical defense client wants to know about penalties and court dates. An athlete wants that too, and also asks a second set of questions. Will I be suspended from the team? Will I lose my scholarship? Will this end my chance of playing at the next level? What happens to my endorsement deal?
Many of these questions depend on school, conference and team policies, as well as the terms of any NIL contract, and the answers vary widely. A defense lawyer cannot answer them all, but a page that acknowledges them shows the reader you understand the whole picture. It can explain that team and school discipline usually run on a separate track from the criminal case, and that a lawyer can help the athlete think through how statements in one process might affect the other.
Write for the parent who is not there
Parents often find out by phone and start searching immediately. They may not know the city, the court or how the local process works. They want to know what to do in the next few hours.
A section for parents can cover the basics in order: how to find out where their child is being held, how bail or release generally works in your county, why their child should be careful about discussing the facts with anyone before speaking to a lawyer, and how to reach your firm. Keep the tone steady and practical. A frightened parent needs clear steps more than reassurance.
Cover the charges that come up
The charges in athlete cases are often the same ones you see among other students: underage drinking, DUI, possession of a controlled substance, assault after a fight and similar offenses. Some cases involve more serious allegations. The process follows the same law as anyone else’s case, but the attention around it is different.
Write pages for the specific charges you handle, and include a section on each for students and athletes where it fits. Avoid creating a page that suggests athletes get special treatment under the law. Keep penalty descriptions general and accurate, with a note that outcomes depend on the facts and the person’s record.
Many college athletes are also from out of state. That adds questions a local student would not have: whether they must return for every court date during breaks, how a conviction might be reported to their home state’s licensing agency after a driving offense, and how the case affects plans to transfer to another school. Answer these in general terms and invite the reader to talk through the details. A short paragraph on each of these points tells an out-of-state family that your firm has thought about their situation before they ever pick up the phone.
Handle publicity and privacy carefully
Athletes at well-known programs can draw media coverage. A page aimed at this audience can explain, in general terms, why it helps to let a lawyer handle questions from reporters and why posting about the case on social media is risky. Keep this educational, since the right approach depends on the case.
Your own marketing must protect clients as well. Never name or hint at specific athletes you have represented, even if their cases were public, without clear consent and a check of your state bar’s rules. Avoid team names, logos and mascots in your marketing. Using them can raise trademark issues and may suggest an affiliation that does not exist.
Make the firm easy to reach on short notice
Arrests involving athletes often happen on weekends and during travel to away games. A page for this audience should state clearly how to reach the firm after hours. If you have lawyers who can respond quickly or appear in courts near the campus, say so. Make the phone number tappable on mobile and keep contact forms short.
If parents are likely to call from out of state, mention that you can speak with family members while respecting the client’s confidentiality. Many parents do not realize that an adult child’s case is the child’s, even when the parents are paying.
Stay within the advertising rules
Content aimed at a specific group can drift toward targeted solicitation. Writing pages and articles that people find through search is generally treated differently from contacting a specific person who was just arrested. Check your state bar’s rules on solicitation and advertising before running any campaign aimed at a campus or team, and avoid any message that pressures people at a vulnerable moment.
Questions about pages for college athletes
Should I create a separate page just for athletes?
It can help if you handle these cases regularly near a campus. Otherwise, a section within your student defense or charge pages may serve readers just as well.
Can my page explain how team discipline works?
You can explain in general terms that team, school and conference policies are separate from the criminal case and vary by program. Avoid stating specific rules unless you have confirmed them for that school.
Can I mention that I have represented athletes before?
Only in general terms, and only if it is accurate. Do not name or hint at specific clients without consent, and check your state bar’s rules on describing past representation.
This guide is part of SBD Marketing’s coverage of marketing for law firms serving athletes. SBD Marketing works only with criminal defense law firms.
SBD Marketing · info@sbdmarketing.agency · Book a call: sbdmarketing.agency/scheduling · Serving criminal defense law firms across the USA · sbdmarketing.agency
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