A recent significant shift has been the rise of NIL (Name, Image, and Likeness) athletes as powerful marketing partners. In 2021, the NCAA lifted its long-standing restrictions meaning athletes could now secure sponsorships, promote products, and monetize their social media. This policy change has not only opened new doors for student-athletes but has also introduced a fresh avenue for brands to connect with highly engaged audiences.
In this article, we’re diving into why NIL athletes are becoming such a hot commodity for brands and how they offer something unique that traditional influencers can’t always provide. From tapping into the Gen Z and millennial markets to offering hyper-localized and authentic content, NIL athletes have a lot to bring to the table. We’ll also take a look at how NIL athletes differ from your typical influencer and explore ways brands can work with them for successful, meaningful campaigns. Plus, we’ll highlight 10 standout NIL athletes and their impressive brand collaborations to show just how much impact these rising stars are making.
What makes NIL such a big deal?
NIL combines relatability with authenticity, creating connections that traditional influencers or celebrities often can’t match. Many of these athletes maintain strong ties to their local communities and engage deeply with niche audiences, lending their endorsements a uniquely credible quality. For brands eager to capture the attention of Gen Z and Millennials – audiences that prize authenticity – NIL partnerships are a perfect fit.
The rapid growth of NIL marketing reflects this potential. According to Forbes, annual spending in the NIL space has already surpassed $1 billion, despite being just two years old. With more brands recognizing the value of collaborating with student-athletes, NIL is redefining marketing strategies, particularly those aimed at younger demographics.
Why brands partner with NIL athletes
Collaborating with NIL athletes allows brands to build meaningful and impactful consumer connections. Here’s why NIL athletes are taking center stage in influencer marketing:
Hyper-localized reach
College athletes are often hometown icons with deep ties to their local communities. This localized influence makes them invaluable for brands seeking to strengthen their presence in specific geographic markets. Partnerships with NIL athletes can amplify a brand's regional visibility while maintaining a genuine, grassroots feel.
Connection with Gen Z and Millennials
NIL athletes naturally resonate with younger audiences. Gen Z and Millennials gravitate toward content that feels real, not overly polished, making student-athletes a wise choice for reaching these key demographics.
Compelling storytelling
Every NIL athlete has a personal story, and these narratives are powerful tools for brands. Whether it’s overcoming challenges, achieving milestones, or balancing academics with athletics, their stories create emotional connections that are hard to replicate. For example, Hansel Enmanuel’s inspiring journey has elevated his partnerships with brands like Gatorade and T-Mobile.
How NIL athletes differ from traditional influencers
While NIL athletes share some traits with traditional influencers, they bring distinct characteristics that make them uniquely effective:
Audience composition
While traditional influencers have broad and diverse followings, NIL athletes connect with highly engaged niche or localized audiences. Their fans aren’t just casual followers but rather invested in the athlete’s journey, creating a level of loyalty that’s hard to match.
Raw, relatable content
Unlike the polished and curated feeds of traditional influencers, NIL athletes share unfiltered glimpses of their lives, from training to game day to the daily realities of college life. This raw approach adds depth to their collaborations.
Regulatory complexity
Collaborating with NIL athletes involves navigating NCAA rules on compensation, endorsements, and academic commitments. Understanding these guidelines is crucial to ensure a smooth and compliant partnership.
Balancing priorities
NIL athletes juggle intense schedules filled with games, training, and academic responsibilities. Brands must adopt a flexible and understanding approach to accommodate their commitments, making campaign planning a collaborative effort.
Tips for collaborating with NIL athletes
Effective partnerships with NIL athletes require thoughtful execution and strategy. Here are some best practices for creating successful collaborations:
Choose the right athlete
As the same goes for regular influencers, finding the perfect fit is essential. Look for athletes whose personal values, audience demographics, and interests align with your brand’s mission. For example, if your brand focuses on sustainability, partnering with an athlete passionate about environmental causes can better land with audiences.
Be fair and flexible
NIL athletes have the added quirk of being full-time students balancing demanding schedules. Flexibility with deadlines and realistic expectations about deliverables will help build long-term relationships. Fair compensation is equally important, signaling respect for their time and effort.
Include their stories
The heart of a great NIL campaign lies in storytelling. Build your campaigns around the athlete’s personal journey – whether it’s a story of overcoming adversity, achieving a significant milestone, or managing the challenges of academics and athletics. These stories are more meaningful to audiences, turning campaigns into emotional experiences rather than simple ads.
Consider micro-influencers
If you’re new to NIL marketing, working with micro-influencers – athletes with smaller but highly engaged followings – could be a good idea. These partnerships are typically more cost-effective and allow brands to connect with audiences in a more intimate way.
Understand the rules
Familiarize yourself with NCAA guidelines and any state-specific regulations surrounding NIL deals. Partnering with compliance experts or legal advisors can help you navigate these complexities and avoid any missteps.
Measure results thoughtfully
Set clear, realistic goals for your campaign, and track success using metrics that go beyond simpler metrics like follower count. Engagement rates, sentiment analysis, and conversions can offer a more comprehensive picture of your partnership’s impact.
10 examples of NIL athletes and their brand collabs
Here’s a closer look at some of the stars reshaping brand partnerships in the NIL space.
1. Olivia Dunne (Gymnastics, LSU)
Olivia Dunne is dominating NIL with deals from American Eagle, Vuori, Forever 21, and Bodyarmor. Her American Eagle campaign boasted impressive engagement, solidifying her as a top performer. Olivia’s partnership with Vuori, celebrating her LSU championship win, also pulled in a number of views. She blends athleticism with lifestyle and fashion content, making her the perfect pick for brands targeting younger audiences.
2. Shedeur Sanders (Football, Colorado)
Shedeur Sanders is everywhere, teaming up with Nike, Beats by Dre, Celsius, Mercedes-Benz, and more. He made history as Nike’s first NIL football athlete, paving the way for others. He’s also part of Celsius’s “Essential Six” campaign, a roster of top NIL stars. Shedeur’s presence goes beyond sports, giving brands a way to connect with fitness, lifestyle, and tech-savvy consumers.
3. Travis Hunter (Football, Colorado)
Travis Hunter’s NIL deals include NerdWallet, EA Sports, and United Airlines. With NerdWallet, he made headlines as their first college athlete ambassador, promoting financial literacy and smart saving. His Celsius campaign further cements his influence in fitness and wellness, while partnerships with travel and gaming brands show his versatility.
4. Flau’jae Johnson (Basketball, LSU)
Flau’jae’s unique dual career as a basketball player and rapper has drawn brands like JBL, Powerade, and Taco Bell. JBL’s campaign taps into her music career, while Taco Bell connects her to Gen Z audiences. Her ability to seamlessly mix sports and entertainment makes her stand out as an NIL star.
5. Arch Manning (Quarterback, Texas)
Arch Manning may not have much playing time yet, but that hasn’t stopped him from landing deals with Panini America and EA Sports. His Panini partnership launched an autographed card that sold for over $100,000, proving his immense marketability. Arch’s family legacy and potential make him a must-watch for brands looking to tap into sports nostalgia and future stars.
6. Cooper Flagg (Basketball, Duke)
Cooper Flagg is already making NIL history with Gatorade and New Balance deals. As Gatorade’s first men’s college basketball athlete, he’s setting new standards for sports partnerships. His New Balance deal highlights his crossover appeal in sports and fashion, and with an NIL valuation of $2.6 million, his star is only rising.
7. AJ Dybantsa (Basketball, Utah Prep)
AJ Dybantsa is rewriting the rules of NIL for high school athletes with partnerships like Nike and Red Bull. His Nike deal, worth $4 million, showcases the growing confidence in high school talent. Red Bull’s endorsement further amplifies AJ’s influence, positioning him as a rising star even before college.
8. Hansel Enmanuel (Basketball, Northwestern State University)
Hansel Enmanuel’s story of overcoming adversity has turned him into a fan favorite. Gatorade and T-Mobile have both tapped into his inspiring narrative, celebrating resilience and perseverance. His campaigns focus on authentic storytelling, making him a natural choice for brands wanting to connect on a more personal level.
9. Caitlin Clark (Basketball, Iowa)
Caitlin Clark’s NIL deals are a blueprint for success in women’s sports. She’s partnered with Nike, Buick, Gatorade, and more, breaking barriers as State Farm’s first college athlete ambassador. Her Buick “See Her Greatness” ad during the NCAA tournament highlighted her leadership and influence, both on and off the court.
10. Jalen Milroe (Quarterback, Alabama)
Jalen Milroe is building his NIL portfolio with Beats by Dre, Celsius, and EA Sports. As part of Beats’ “Elite” roster, he’s showing his star power, while his inclusion in EA Sports’ upcoming college football game proves his appeal to gamers and sports fans alike. Milroe’s deals highlight his versatility and marketability in fitness, tech, and sports.
Conclusion
The rise of NIL athletes and influencer marketing is a total game-changer. It’s opening up doors for brands to connect with highly engaged, loyal audiences in ways that feel fresh and authentic. These athletes bring their passion, personality, and local fanbases to the table, making them the perfect partners for campaigns that stand out.
For the athletes themselves, it’s about way more than just signing deals – it’s a chance to grow their personal brands, gain experience, and set themselves up financially, all while chasing their dreams on and off the field.
As NIL continues to gain traction, the clear driving force here is how real it is. When partnerships feel legitimate and bring value to both sides, everyone wins. Whether you’re a brand thinking about diving into this space or an athlete figuring out the landscape, there’s no denying the huge potential here.
