A NEW CLASS OF ATHLETE – AND INFLUENCER
College athletes are now some of the most sought-after influencers in advertising – and for good reason. Once NIL rules were relaxed by the NCAA in 2021, businesses of all sizes jumped at the chance to partner with this new class of athlete.
And from day-one college athletes have delivered. These on-campus stars have met, and more often, surpassed the performance of their peers – pro athletes and traditional influencers.
College athletes offer brands enhanced social engagement, unrivaled fan connection, increased affordability and flexibility, and a greater talent pool to choose from than any other category of athlete or influencer.
This article is an exerpt from the new report GAME ON: How Brands are Leveraging NIL in 2023
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WHY STUDENT-ATHLETES?
Student-athletes offer a unique appeal to brands – in more ways than just the novelty and newness of NIL. Partnering with athletes on campus can help brands reach diverse and engaged consumers, create authentic and positive brand awareness and ultimately drive sales in a cost-effective way.
ACCESS TO A HIGHLY ENGAGED MARKET
Student-athletes have a strong following among their peers, fans, and communities. By partnering with student-athletes, brands can tap into this audience and engage with them in a more meaningful way than many professional athletes.
UNRIVALED AUTHENTICITY
Consumers want authenticity and ingenuity from a brand. NIL campaigns that give student-athletes the freedom to promote a product in their own voice and style create that authentic connection.
COST-EFFECTIVE PARTNERSHIPS
Between the NCAA, NAIA, and NJCAA, there is no shortage of athletes to choose from. In cities all across the nation, brands big and small, national and local can tap into the student-athlete market at any budget. Whether running a national campaign or a local business, with over a half million eager student-athletes to choose from, a budget of any size can benefit from the reach of student-athletes.
REACHING A DIVERSE AUDIENCE
Student-athletes come from diverse backgrounds and have a wide range of interests and passions. Partnering with student-athletes from various sports and backgrounds allows brands to reach a wider target audience.
