The world of college sports has changed dramatically since 2021, when athletes gained the right to profit from their Name, Image, and Likeness (NIL) without losing NCAA eligibility. It’s not just the big football stars or Final Four hopefuls cashing in—student-athletes from all kinds of sports are suddenly in the mix.
Marketers, from big agencies to scrappy startups, are jumping in with creative NIL deals. The whole thing feels a bit like the early TikTok days—lots of energy, plenty of experimentation, and nobody really knows where it’ll all end up.
Let’s take a closer look at how NIL is shaking up college sports marketing, and maybe, why brands shouldn’t sleep on this wild new market.
The Emergence of NIL in College Sports
Now that NIL rules have changed, college athletes have more freedom than ever to make money from their personal brands. Some are turning into content creators, others into influencers, and a few are even launching their own businesses.
Tinashe Chaponda, co-Managing Partner at Sosani Consulting Group, compares this NIL moment to TikTok’s explosion in 2020. Athletes can sign sponsorship deals, start side hustles, and experiment with all sorts of content.
Opportunities Beyond Major Sports
Sure, the headlines love Miami Quarterback Carson Beck and his potential $5 million NIL deals. But there’s real action happening in less flashy sports, too.
Rowers and volleyball players with loyal followings are catching marketers’ eyes. Chaponda points out that brands need to see these athletes as athletes first—creators second. It’s a shift in mindset, and honestly, it’s overdue.
Regional and Targeted Marketing Strategies
One big plus with NIL? Brands can get hyper-local and zero in on specific regions or Designated Marketing Areas (DMAs). Sosani Consulting Group, for example, teamed up with Warner Brother Discovery for a campaign around the film One Battle After Another, targeting Historically Black Colleges and Universities (HBCUs).
This kind of focus lets brands connect with communities in a way that just wasn’t possible before. It’s more personal, and honestly, it feels more genuine.
Case Study: Sosani Consulting Group
Sosani Consulting Group, which launched in 2020, has been leading the charge in NIL marketing. They’ve pulled off around $3 million in campaigns and consulted on another $2 million in creator deals.
Chaponda, who started out as a YouTuber, has worked with big names like Lexus, Cash App, and Amazon—not to mention celebrities like Dwayne “The Rock” Johnson and Lil Yachty. This kind of experience shows just how much potential NIL campaigns have, across all kinds of industries.
Beyond Influencers: Brands as Creators
Chaponda suggests that brands shouldn’t just hire influencers and call it a day. Why not become creators themselves?
Even small businesses can jump in—maybe just by livestreaming or showing off their products on TikTok. It’s not as complicated as it sounds, and honestly, it’s kind of fun once you get into it.
Practical Tips for Brands
- Leverage Local Talent: Look for athletes at nearby colleges who already have fans in your area.
- Engage in Authentic Storytelling: Share athletes’ personal stories and achievements to connect on a human level.
- Utilize Multiple Platforms: Don’t box yourself in—try out different social channels to see what sticks.
- Be Transparent: Lay out the terms and expectations clearly. Nobody likes surprises when it comes to deals.
The Future of NIL Marketing
NIL is still pretty new, and honestly, nobody knows exactly where it’s going. As more brands jump in, the market’s bound to grow and get a bit more sophisticated.
Will we see more creative campaigns? Almost certainly. But for now, there’s a lot of room for experimentation—and maybe that’s the most exciting part.
The introduction of NIL in college sports has shaken things up, opening up a world of opportunity for athletes and marketers alike.
Brands now have a chance to connect with younger audiences in ways that feel real and actually matter. Regional campaigns, working with local talent, or even jumping in as creators—the options are wide open.
Curious about how marketers of all sizes can get in on the action? Check out Chief Marketer for more ideas.
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