NIL: The New Frontier in Sports Marketing and PR

The introduction of NIL (Name, Image, and Likeness) rights has transformed college sports, allowing athletes to profit from their personal brand. Before 2021, college athletes couldn’t monetize their fame, but the NCAA’s decision changed that. Name, Image and Likeness was only reserved for professional athletes before this. This shift opens up exciting opportunities for businesses to collaborate with athletes in ways previously unimaginable. NIL is not just for professionals and big brands like Nike or Michelob Ultra – but with college NIL, brands without multi-million dollar marketing budgets can leverage these resources and relationships to their advantage. NIL now allows college athletes to sign endorsement deals, promote brands on social media, and engage in various forms of marketing. The key to success in these partnerships lies in understanding that opportunities vary based on the athlete, their school , and their level of influence within their market or niche.

Opportunities for Businesses of All Sizes

NIL presents opportunities for businesses of all sizes. Small businesses can partner with local athletes, creating authentic connections within their community, while larger companies can collaborate with high-profile athletes with broader followings. The key is understanding each athlete’s unique audience and how it aligns with the brand’s goals. Tailoring campaigns to an athlete’s influence is crucial for success.

Building Authentic Relationships

NIL partnerships thrive on authenticity. Athletes are highly aware of their personal brand and want to align with companies that respect their image and values. Long-term partnerships built on trust and transparency resonate most with fans who are increasingly drawn to genuine connections. It’s crucial for businesses to prioritize athletes whose values and personalities align with the brand to ensure the partnership feels real and impactful.

What We Can Learn:

Are you looking to partner with an athlete for your brand? Here are three tips on how you can make the most of an NIL collaboration:

1. Tailor Partnerships to the Athlete’s Influence: To create effective NIL partnerships, it’s essential to assess the athlete’s reach and relevance to align with your brand’s goals. Understanding the athlete’s level of influence, whether local or national, allows businesses to craft campaigns that resonate with the right audience, driving stronger engagement and more targeted impact. A great example of this is when Justin Stuckey, an athlete at Auburn University, partnered with Harmless Harvest in 2023. Their collaboration included a photoshoot on campus, which not only showcased the brand’s connection to healthy, sustainable living but also resonated with the student body. By choosing to work with a brand that directly aligns with the college lifestyle, Justin was able to engage with his peers in a meaningful and authentic way, demonstrating how local athletes can successfully leverage their influence.

1. Authenticity Drives Engagement: To build meaningful partnerships, it’s crucial to collaborate with athletes whose values and personalities align with your brand. Authentic partnerships foster trust and differentiate brands, as consumers are more likely to support brands that feel genuine and true to the athlete’s persona. A great example of this is Ilona Maher, the Olympic medalist known for confidently rocking bold lipstick on the rugby pitch. In 2024, she partnered with L’Oréal Paris, a brand that champions self-expression and confidence. This collaboration felt organic, not only resonating with Ilona’s fans who admire her unique style but also perfectly aligning with L’Oréal’s message of empowering individuals to embrace their true selves. It’s a partnership that felt real, elevating both Ilona’s personal brand and L’Oréal’s commitment to inclusivity.

1. Understand the Market and Athlete’s Niche: Tailor campaigns based on the athlete’s audience and demographic to maximize impact. Knowing the specific fan base and market the athlete represents enables businesses to reach the most relevant consumers, increasing the effectiveness of each campaign. Competitive gymnast, Livvy Dunne, has partnered with clothing brands like American Eagle. With her fan base being primarily young girls, this partnership has been tailored to fit her online presence. 

NIL provides businesses with an exciting opportunity to partner with athletes in a way that feels personal and authentic. By embracing this shift strategically, brands can unlock the full potential of NIL and create meaningful connections with their audiences!