Brands have long turned to professional athletes for their star power in big-budget commercials, but recent shifts in name, image, and likeness (NIL) policy have pushed marketers to widen the talent pool.

On July 1, the House v. NCAA settlement took effect, allowing colleges to compensate athletes for their NIL usage. Marketers expect that these athletes, many of whom have built-in communities and an engaged digital fanbase, can help brands stand out in the influencer space.

• Student athletes boast a social media engagement rate 3.7x higher than traditional influencers (5.6% compared to 1.9%), according to a June Opendorse report.

“College athletes bring a new edge by commanding hyper-loyal, local communities,” said Alison Bringé, CMO of Launchmetrics, “shaping culture on campuses and connecting with younger consumers with a level of authenticity traditional influencers can’t reach.”

Why college athletes resonate

NIL compensation has shown that sports influence functions like creator influence, as fans want more from their favorite players than just highlight reels. US sports fans look for personal life updates (31%) almost as much as game highlights (34%), according to an April YouGov survey.

“With jam-packed schedules, they don’t always fit the mold of the ‘always-on’ influencer, which makes the glimpses they share into their daily lives, routines, and preferences even more special and exciting to fans,” said Ajalin Williamson, strategy director at The Goat Agency in an October report.

Inside the sports creator economy

With the NIL settlement giving new opportunities to athletes and marketers, brands are reconsidering who is influential, recognizing that considering the full sports sphere can lead to more memorable work.

Cameo, an app where consumers buy personalized videos from celebrities, is recognizing the value of expanding athlete partnerships through a partnership with the Pro Athlete Community (PAC). The goal is to highlight how “brand deals have historically been limited to only the most prominent names,” according to a press release.

You no longer need to be in the big leagues to be a top sports creator. The Savannah Bananas, an exhibition baseball team that is known for their choreographed dances and social presence, has 11.1 million TikTok followers. The Yankees have 1.8 million, and The Mets only 801.7 thousand.

This shift is changing how pro teams market themselves. Nearly half (46%) of total US sports fans and 57% of US Gen Z sports fans follow sports influencers, according to a June IBM survey.

This has made sports “less of ‘dad’s hobby’ and more culture-core,” said Piet Dewy, senior manager of content strategy at The Goat Agency, in the report.

She cited trends like social media managers asking players if they were Team Jeremiah or Team Conrad, two characters fighting over a love interest in the hit show "The Summer I Turned Pretty."

“These clips go instantly viral, turning casual viewers into fans,” she said.

More than Gatorade and Nike

Since college athlete content often encompasses life across campus, they have attracted promotional interest from more than sports drinks and sneaker brand deals. One in 5 Gen Z adults report having made a beauty purchase influenced by an athlete, per a February Morning Consult report.

Recent campaigns show the payoff:

• Texas Longhorns quarterback Arch Manning’s collaboration with Warby Parker drove 87% more media impact value than the brand’s usual content on the platform, according to LaunchMetrics data one week post announcement.
• College players Angel Reese and Paige Bueckers, who have long-term partnerships with Reese’s and Oreo respectively, just teamed up on a collab product. This shows brands’ confidence in building long-term equity through NIL talent, not just one-off posts.

“The payoff is not just fan loyalty, but brand loyalty,” said Nielsen’s Vice President of Inclusive Insights Charlene Polite Corley in a “Behind the Numbers” episode, who added that “sports will continue to be one of the safest places for brands to show up, but also to really demonstrate their values.”

This cultural fluidity makes NIL partnerships attractive, said Bringé. They often cost less than pro-athlete deals, yet create opportunities for long-term brand-athlete relationships.

“For brands, it’s a strategic way to diversify talent portfolios and build relationships that can mature into long-term loyalty as the ambassador’s career develops,” she said.

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