Changing the Game: The Rise of Monetizing Collegiate Athletes

In 2021, a significant shift occurred in the world collegiate athletics when the NCAA enacted a policy that allowed athletes to profit from their Name, Image, and Likeness (NIL), something that was strictly forbidden until then. Fast forward to 2025, and brands have fully embraced this new pool of influence, leveraging the athletes’ positions in the culture to tap into new audiences and drive brand awareness. 

The idea of utilizing an NIL deal with a collegiate athlete centers around influence and credibility. There have always been players to become household names among sports fans, but today’s digital age has caused an increase in awareness that crosses various industries and interests. 

• Brand awareness and fan loyalty: Advertisers that tap into the athletes’ hyper-targeted and highly engaged fanbase gain new access to credible recognition and organic loyalty.
• Untapped potential: There is room to explore NIL deals that transcend the traditional endorsement activations and commonplace social media sponsorships.
• Impact on digital and traditional media: This expansion of the creator economy’s role in marketing has reshaped media strategies spanning from content messaging to channel placement.

Collegiate Athletes: The New Wave of Influencers

Unlike today’s more traditional influencers who build their following through lifestyle content, these athletes bring a unique blend of authenticity, school spirit, and competitiveness. Their organic audiences are highly engaged, often consisting of devoted fans, local communities, and fellow students who already have deep-rooted connections. This built-in trust makes them particularly valuable to advertisers looking for authentic endorsements and meaningful engagement. 

The NIL Playbook: How to Integrate Athletes into Brand Strategy 

Brands that align with an athlete’s values and personality can tap into this loyalty, resulting in seamless brand integration. Creators are not going anywhere, so it is important for advertisers to take advantage of this wave before they get left in the dust. EMarketer expects 86% of US marketers to integrate influencer marketing into their brand strategies in 2025, with sports being one of the emerging emerging industries.

Consumers engage with collegiate athletes in various ways, from paid social media posts to national commercials. High-profile ad campaigns have also become popular across CTV and streaming platforms, allowing brands to reach a broad audience that covers die-hard fans and casual viewers alike. 

Navigating the Risks of NIL Advertising

Despite its opportunities, NIL advertising comes with its risks. Compliance with NCAA and school-specific regulations is crucial, as every state, and often each institution, has its own policies regarding NIL deals. Brands must be mindful that these athletes have rigorous academic and athletic commitments and that content creation and brand involvement is not their full-time job. 

As NIL continues to evolve, the opportunities for advertisers to engage with collegiate athletes are boundless

With careful strategy, brands can harness the power of athlete influence while respecting their commitments to academics and sports. The future of NIL advertising is still being written, and for advertisers willing to innovate, the rewards are substantial.