The rise of Name, Image, and Likeness (NIL) policies in college sports has kicked off a whole new era of influencers. Brands are suddenly connecting with Gen Z in ways that feel a lot more real.
The Goat Agency’s recent report, *From Campus to Culture: The Rise of NIL Influencers*, says college athletes aren’t just sports endorsers anymore. They’re shaping trends and holding a kind of peer credibility that’s tough to ignore.
Let’s dig into how NIL athletes are quickly becoming Gen Z’s go-to trusted influencers.
The Emergence of NIL Athletes as Influencers
NIL policies have flipped the influencer world on its head. College athletes can now cash in on their own brands, which has created a market that Opendorse predicts could top $2 billion by 2026.
With nearly 20 million college students in the U.S. by 2025, brands have a massive audience right at their fingertips.
Peer-Level Credibility
NIL athletes stand out because of their peer-level credibility. They’re not distant celebrities—they’re classmates, teammates, and friends.
Sharing the same campus life makes them relatable, and honestly, Gen Z just trusts them more. The report puts it simply: college athletes are living the same life as their audience, which forges instant connection.
The Unique Position of Female College Athletes
Female college athletes are especially powerful for brands looking to make an impact. According to the report, 67% of fans who regularly watch women’s sports are more likely to buy from sponsors of female athletes.
The more invested the fan, the bigger the brand impact. That makes these partnerships a seriously smart move.
Engaging Young Male Audiences
NIL athletes are also a rare way to reach young men, who usually tune out traditional sponsored content. The report points out that 64% of young men can spot paid influencer posts a mile away.
But college athletes? They’re seen as athletes first and creators second, which makes their endorsements feel more authentic. It’s a smart way for brands to break through to a tough crowd.
The Role of Live Sports
Live sports are still a cultural touchstone. In 2024, 75 out of the 100 most-watched U.S. telecasts were sports broadcasts (Variety).
- The 2024 College Football Playoff Semifinal (Rose Bowl) peaked at 32.8 million viewers.
- The 2025 NCAA Women’s Basketball National Championship hit 24.1 million viewers (Nielsen).
- 43% of Gen Z fans use social media while watching live sports (Greenfly).
- 67% of Gen Z prefer to watch sports content on their phones, wherever they are (Vizrt).
Local and National Influence
NIL athletes have a unique mix of local campus clout and national reach. Local fans might actually know these athletes, which makes brand partnerships feel personal and relevant.
This hyper-local influence is gold for regional brands. At the same time, today’s campus stars could easily become tomorrow’s national influencers, giving brands a chance to grow alongside them.
Year-Round Influence
What really goes viral isn’t always the game-winning shot. It’s the behind-the-scenes stuff: game-day outfits, mic’d up players cracking jokes, or locker room interviews about pop culture.
Because athletes are always creating, brands have year-round opportunities—not just during the sports season.
Successful NIL Partnerships Across Industries
The report spotlights some standout NIL partnerships across different industries:
Beauty
Hally Hair’s Campus Color Campaign – Hally Hair teamed up with over 100 Baylor student-athletes to push Shade Stix temporary hair color. They even launched special Baylor green and gold editions.
TikTok and Instagram helped spread the word, with a focus on self-expression and school spirit.
Fashion
American Eagle x TK Line – NFL star Travis Kelce worked with American Eagle and chose NIL athletes to model his new clothing line. The campaign brought together athletes from all sorts of sports—football, basketball, tennis, gymnastics.
It was all about individuality, style, and celebrating different backgrounds.
Tech
DJ Lagway x Nintendo & Epic Games – Florida QB DJ Lagway joined forces with Nintendo and Epic Games. The goal? Merge college football and gaming in a way that speaks to a generation that’s always online and loves a good crossover.
Wellness
CELSIUS’ LIVE. FIT. GO. Campaign – CELSIUS brought six college football athletes into its LIVE. FIT. GO. campaign. These athletes show off their routines and how CELSIUS fits into their daily grind.
Finance
Nijaree Canady x Venmo – Texas Tech softball standout Nijaree Canady partnered with Venmo, highlighting team spirit and the peer-to-peer vibe.
This collaboration made fintech feel more personal and social.
Food & Beverage
Chipotle’s Athlete Meal Program – Chipotle gave about 1,000 Ohio State athletes free meals during their seasons. The message? Chipotle is where campus leaders eat.
It’s a smart way to weave the brand into everyday student life.
Lifestyle
United Airlines’ NIL Deal with JuJu Watkins – United Airlines signed USC’s JuJu Watkins, using travel as a way to connect with the aspirational side of college life.
Travel, after all, is a huge part of the student experience—why not make it aspirational?
Strategies for Effective NIL Marketing
The report suggests five practical strategies for getting NIL marketing right:
- Engage athletes in their element – Meet them where they already hang out: dining halls, dorms, gyms.
- Get in early with rising stars – Spot talent before they blow up.
- Combine micro and macro influence – Mix high-profile athletes with local campus creators to reach everyone.
- Plan around key moments – Time campaigns to student milestones throughout the year.
- Amplify creativity and style – Give athletes room to show who they are beyond sports.
Key Activation Periods
The report points out eight key activation periods during the academic year when NIL athletes really make an impact:
- December-January: College Bowl Games/Playoffs
- March: NCAA Basketball Tournaments
- April: Spring Break
- May-June: Graduation/Senior Year
- June-July: Off-Season & Off-Campus
- August: Back to School
- September-November: Tailgate Season
- December: Winter Break/Holidays
Each of these moments opens up a chance for brands to reach students. It’s when young people are making choices on their own, and those choices can stick for years.
If you’re curious, you can check out the full report on how NIL athletes are becoming Gen Z’s most trusted influencers here.
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