A new category of athlete influencers has opened up to marketers. Name, image, and likeness (NIL) deals between brands and college athletes often center on small transactions on social media. Brands investing in this area should provide clear guidance to their athlete partners, take a data-driven approach when selecting spokespeople, and recognize that most relationships expire when playing eligibility ends.

Key Question: How are marketers’ relationships with college athletes changing?

Key Stat: Nearly half of NIL activities between 2021 and 2024 were driven by technology and retail brands, according to Opendorse.