For brands in the CPG space, Name, Image, and Likeness (NIL) partnerships present a unique opportunity to connect authentically with athlete audiences. NIL offers fresh, relatable content through college athletes who resonate with both Gen Z and Millennial consumers.
Authenticity: College athletes are perceived as relatable and genuine, fostering stronger brand loyalty
Cost-Effectiveness: NIL partnerships can be more budget-friendly than macro and mega influencer partnerships
Targeted Reach: Athletes often have strong regional followings, allowing for precise geographical targeting
In order to make sure a partnership between a college athlete and a brand is successful and strategic, there are some key considerations when building the partnership:
Athlete Alignment: Prioritize athletes who genuinely align with brand values and naturally integrate products into their daily routine
Focus on authenticity over follower count, as relatable content drives higher engagement
Content Creation Capability: Ensure athletes are skilled content creators who can produce high quality, engaging lifestyle content
Just because an athlete has a large following, doesn’t mean they excel at creating compelling content - prioritize those with proven content creation skills
Regional Targeting: Leverage athletes with strong regional or local followings to enhance brand presence in targeted markets
Ideal for brands with specific geographic goals or regional distribution
Brand-Athlete Alignment: Identify athletes whose personal stories or interests align with the brand’s mission (health, sustainability, performance, etc)
Consider creative campaigns that tie athlete names or personas to product names for memorable partnerships (Angel Reese worked with Reese’s, Darianna Littlepage-Buggs worked with Raid)
Flexible Campaign Structures: Design campaigns that allow athletes to showcase products in authentic settings, such as game-day routines, training sessions, or everyday life
Encourage long-term partnerships to foster brand loyalty and deepen consumer trust
