As the bowl season and expanded College Football Playoff approaches, sponsors and advertisers have a unique opportunity to engage with fans and drive measurable marketing outcomes by partnering with college athletes. Through the first 3 years of NIL, we’ve seen brands dedicate budgets and ramp up athlete marketing activity to reach college football fans throughout the culmination of the season. By collaborating with college athletes as they approach the sport’s biggest stage, brands can connect with the athletes’ hyper-engaged fan bases and attach their organizations to the excitement and action that only bowl season can bring.
In this article, we examine several past successful activations and share new opportunities for brands to enter the athlete marketing game.
Amplify bowl sponsorship with athlete influence
Bowl games are a major opportunity for companies to put their brand front and center in college athletics. By securing sponsorship rights, the brands become inextricably linked to the action on the field and in the lead-up to the game. Beyond traditional media and in-venue avenues to activate these sponsorships, brands are leaning in to work with the game’s participating athletes to amplify their message and engage the athlete’s followers and fans.
While bowl game participants cannot promote the game itself due to NCAA NIL restrictions, participating athletes can promote the sponsor(s) associated with the game.
In 2002 and 2023, Cheez-It signed NIL deals with multiple players from participating teams in the Cheez-It Bowl to promote its one-of-a-kind activations, ‘Feelin’ the Cheeziest’ Hotel Rooms (2022) and the Cheez-It Flexin’ Section (2023). The athletes promoted each activation, providing
Drive tune-in and attendance with non-participating athletes
Due to NCAA restrictions, bowl game participants still cannot promote the game itself. However, many bowl sponsors are looking to the active players’ peers to promote the product on the field. By teaming up with prominent alumni or non-football athletes at the participating programs, brands can successfully engage the included team’s fans while adhering to NCAA guidance.
In 2023, the Capitol One Orange Bowl contracted Clemson and Tennesee greats and NFL stars, Travis Etienne Jr. and Corradelle Patterson, to promote tune-in for the showdown by sharing the brand’s posts to their Instagram Stories.
The Duke’s Mayo Bowl, in an effort drive tune-in and awareness to the 50th anniversary of Title IX, worked with female student-athletes at Maryland and NC State. The brand asked the participants to share their favorite moments as athletes, and encourage fans to watch their schools square off.
Promote local businesses and fan attractions
Each year, fans flock to bowl games across the country to watch their teams play and explore a new city. To help these fans navigate their trip, local brands and organizations are engaging participating athletes to promote their businesses or attractions in the bowl game’s location. By raising awareness among incoming fans, these brands can increase foot traffic and make the most of the tourism to their city.
Having launched the Duke’s Mayo Bowl NIL Marketplace, the first bowl-specific NIL marketplace in college sports, the sponsor encouraged local Charlotte businesses to connect with participating athletes and work with them to promote things for fans to do while they’re in the city to cheer on their teams.
Support charitable giving and cause-marketing initiatives
It’s no secret that athletes can be a powerful partner for cause-based marketing initiatives. During bowl season, we’ve seen sponsors collaborate with local non-profit organizations to raise funds and awareness to their cause.
Landers Ford, a sponsor of the Liberty Bowl located in Memphis, offered an NIL deal to every athlete participating in the bowl game to help raise money for two groups: the local St. Jude Children’s Research Hospital and an NIL fund for themselves and teammates who participated in the campaign. Athletes posted a brand-created graphic to their personal social media channels, driving fundraising to the hospital and to their potential NIL earnings.
Other ways to leverage athlete marketing during the bowl season
While NIL has taken bowl sponsorship by storm, there are many unique tactics that brands can activate with athletes to engage their fans.
+ Activations surrounding the game
For the first time, participating players can promote NIL activations during game-affiliated events including press conferences, post-game celebrations, and other on-site activities. This allows brands to get in on the action by advertising with the athletes during high-viewership moments.
+ Day-in-the-life content series
Engage fans directly by collaborating with college athletes for day-in-the-life social media takeovers. By taking fans behind-the-scenes of their bowl game prep, training routines, and personal stories, brands can connect with the athletes and their fan base beyond the game itself.
+ Fan engagement challenges
Sponsors can buzz with fan engagement challenges pushed through athlete channels. Launch activities like trick shot contests or cheer challenges, inviting fans to share their entries online. Athletes can review submissions or participate themselves, elevating reach and fan participation. This interactive approach will not only promote the brand, but also foster a deeper connection with the fanbase.
+ Virtual or on-site meet & greets
Organize virtual or live meet-and-greet events with college athletes. These events, sponsored by the brand, offer fans the exclusive opportunity to interact with their favorite athletes, ask questions, and get virtual autographs. This personal interaction can significantly boost brand loyalty and fan engagement.
+ Watch parties and events
Host watch parties in collaboration with non-participating athletes. These events can be virtual or held at venues local the bowl game or participating schools. Live events allow fans to gather, watch games, and interact with athletes. The athletes can share insights, provide commentary, host contests, and promote the brand’s products or venue, creating a memorable experience for fans.
We are only scratching the surface of possibilities for brands and sponsors to maximize their bowl game efforts through athlete. If you are interested in leveraging the power of athlete marketing, get started here.
