As the 2024 Presidential Election approaches, a new wave of influence is emerging—college athletes are stepping into the spotlight, utilizing their platforms to engage first-time voters and advocate for the issues they believe in.
This is a pivotal moment in American politics, marking the first federal election since the introduction of Name, Image, and Likeness (NIL) rights, allowing college athletes to participate in paid marketing activities. Political Action Committees (PACs) are embracing the power of these athletes to inspire their peers to register to vote in the upcoming election.
How are PACs engaging athletes?
Numerous political organizations are engaging athletes on college campuses nationwide, especially in battleground states. The organizations are partnering with the student-athletes through NIL deals to encourage their fans and followers to vote and educate them on how to do so.
College Athletes have become a staple in caused-based marketing campaigns
While the election is at the top of mind, this trend extends well beyond the political sphere; organizations across various sectors recognize the potential of athletes in their cause-based marketing initiatives. Since NIL’s inception in 2021, cause marketing initiatives and organizations including Movember, the FDA, Alumna House, Youth On Course, SheMate, and many more have worked with Opendorse to develop athlete marketing strategies, secure participation, and deliver campaigns at scale in support their missions or campaign objectives.
By collaborating with these influential figures, advertisers can amplify their efforts, foster authentic connections with audiences, and drive grassroots engagement.
Increased Authenticity
A standout advantage of involving college athletes in cause-based marketing is the authenticity they bring to the conversation. Unlike traditional advertising or endorsements from celebrities, athletes resonate more deeply with their audiences due to their relatable stories and experiences. Their journeys often reflect hard work, resilience, and community values—qualities that align closely with many social causes.
When athletes advocate for issues such as mental health awareness or social justice, their personal stories lend credibility to their messages. This authenticity encourages fans to engage with the cause, viewing their favorite athletes not just as sports role models but as champions of important societal issues.
Movember, the global charity and annual awareness campaign that raises funds and awareness for men’s health issues, has prolifically worked with college athletes in recent years. The organization has engaged dozens of college athletes to give men (and women) the necessary knowledge to understand their own health and how to get support. The athletes have shared facts and resources while emphasizing the mission’s importance.
Targeted Reach to an Engaged Gen Z Audience
College athletes’ social media audiences over-index to younger generations, especially their peers in Gen Z, who are increasingly passionate about social and political issues. By collaborating with athletes who are relatable and influential within these demographics, organizations can refine their messaging to resonate more effectively.
For example, the US Food and Drug Administration (FDA) worked with top men’s and women’s college athletes to create first-person PSAs detailing “The Real Cost” of vaping. The campaign earned millions of views and video impressions, effectively communicating the risks associated with vaping.
Grassroots Engagement
Athletes excel at fostering grassroots engagement, a crucial element in any cause marketing campaign. Their influence extends beyond social media; they can mobilize communities, inspire collective action, and create a sense of solidarity around important causes. When athletes participate in community events or awareness campaigns, they often spark a ripple effect, encouraging their fans to join in and contribute.
Youth on Course, a non-profit organization dedicated to transforming the lives of young people through golf, partnered with 18 program alumni as official Youth on Course (YOC) Athletes. The student-athletes, mostly college golfers, used their platforms to share more about how YOC helped them get to where they’re at. They also encouraged kids and teens to sign up for Youth on Course memberships.
On-Campus Influence
On college campuses, athletes hold a unique position as influencers. Their visibility and popularity make them ideal advocates for various causes, from environmental sustainability to mental health initiatives. With their peers often looking up to them, athletes can bridge the gap between traditional advocacy efforts and grassroots movements. By engaging in campus events and discussions, they can draw attention to important issues and mobilize fellow students to take action, whether that means participating in community service or advocating for policy changes.
As the 2024 Presidential Election showcases the power of athletes in political engagement, organizations recognize their potential in cause-based marketing. By collaborating with college athletes, advertisers can tap into increased authenticity, targeted reach, and grassroots engagement – elements that are vital in today’s marketing landscape. Athletes are not just role models in sports; they are becoming catalysts for meaningful change, driving vital conversations and inspiring action in the causes they care about most. As we move forward, the intersection of athletics and advocacy promises to create impactful movements that resonate with communities and amplify the voices of the next generation.
