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