In today’s consumer landscape, trust is built upon transparency. Gen Z demands authenticity, which is causing brands to rethink their current marketing strategies. Since the NCAA introduced Name, Image, and Likeness (NIL) in 2021, these partnerships have emerged as a way to stand out. NIL deals have transformed the influencer game and offer new opportunities for all companies, big and small.
But does that mean it’s the right move for your brand? Let’s break it down.
What is NIL, and why does it matter?
NIL allows college athletes to profit from their personal brand, whether that’s through social media sponsorships, product endorsements, autograph signings, or in-person appearances. Since its launch in 2021, there’s been a significant shift for both athletes and the brands that partner with them.
These athletes aren’t just players on the field or court, they’re content creators, campus celebrities, and role models. For brands looking to connect with younger demographics or tap into the sports world, NIL athletes offer endless opportunities.
The Pros and Cons
One of the upsides to NIL is that athletes often have strong ties to their local markets or specific college fan bases. For regional brands or companies looking to reach students and young adults, this can be more impactful and sometimes more cost-efficient than traditional media buys.
Unlike big-time celebrity endorsements that demand big-time budgets, NIL deals can be more affordable, especially with micro or nano-influencers. This opens the door for smaller and mid-size companies to enter the influencer space without draining their marketing budgets.
One of the downsides to this is brand alignment. Have you ever come across an athlete in a sponsored post about ___ and found yourself thinking, “there's no way he/she actually wears that brand” or “he/she doesn’t use that product”? Not every athlete will be the right fit.
Before diving headfirst into an NIL partnership, brands need to ensure values, audience, and tone align with the athlete. In an online world that’s increasingly valuing authenticity, a possible mismatch can confuse your audience or even harm your brand.
How to approach NIL the right way
Stepping into the NIL space isn’t just about writing a check and slapping your logo on a popular athlete’s Instagram. To get your desired results and avoid missteps, you need a smart, strategic approach. Here are some tips on how to get started:
1. Define Your Goals Early
Before you sign a single deal, get clear on what you’re trying to achieve. Is it brand awareness in a new market? Driving conversions through influencer codes? Community building? Knowing your “why” will shape everything from who you partner with to how you measure success.
2. Evaluate the Athlete Thoroughly
NIL partnerships should feel like an extension of your brand, so it’s important to do your research and look beyond follower count. Review their content, tone, values, and audience engagement. Do they post regularly? Do they align with your brand’s messaging? Does their audience trust them? More importantly, would your target audience trust them? Famous athlete or not, you wouldn’t want someone with a bad online reputation representing your brand.
3. Collaborate on Content
Don’t just hand over a script. Instead, let the athlete’s personality shine through; it’s what makes NIL content so compelling. Their audience can spot it instantly if they’re just reciting a brand’s script word for word. When both sides contribute creatively, you get more authentic, higher-performing campaigns.
4. Think Beyond Social Posts
NIL can be much more than an Instagram story and a static post. Consider athlete-hosted events, community appearances, or even product collabs. The more integrated your partnership, the more impact you’ll see.
5. Track Performance
Use custom links, promo codes, and engagement data to track performance. Not every NIL deal will be a “slam dunk”, but each one should offer insights to help you refine your strategy going forward.
So, is NIL right for your brand?
If you’re looking to engage a younger audience, build authentic local or campus influence, or simply want to support student-athletes and community involvement, NIL could be a good fit. It's more than a trend, it’s a complete game-changer. For brands willing to adapt and get creative, it offers an authentic and community-driven way to tell their story. If you're a regional brand looking to dominate your market, NIL might just be your next move.
