Innovative NIL Marketing: In the wake of the 2021 name, image, and likeness (NIL) policy change, marketers and advertisers are shifting their focus towards college athletes, aiming to reach Gen Z and sports fans. While the standard playbook for NIL marketing is still evolving, brands like Nascar and Death Wish Coffee are adopting innovative strategies within the NIL space.
Nascar has embraced NIL talent to boost ticket sales for its major races. The approach involves using trusted voices, like Grayson McCall, a quarterback at Coastal Carolina Chanticleers, and Olivia Dunn, a gymnast at Louisiana State University, to promote events and engage with fans on social media. The strategy aims to attract a diverse fanbase, utilizing athletes from various sports and different-sized institutions. Nascar plans to continue this approach in 2024, expanding partnerships and embracing a range of talents.
Meanwhile, Death Wish Coffee has entered the NIL space by sponsoring football players from Ohio State, Michigan, and Penn State. A unique aspect of their strategy is the anonymous sponsorship, blurring athletes’ names and likenesses in digital and television ads. This approach respects athletes’ privacy and adheres to NCAA regulations while ensuring the promotion of content through digital out-of-home platforms, TikTok, and Instagram.
Both Nascar and Death Wish Coffee’s unconventional approaches reflect their unique brand characteristics and allow them to stand out in the evolving NIL landscape. As the NIL marketing landscape continues to evolve, these creative strategies provide a fresh perspective on engaging with college athletes and resonating with younger consumers.
In the wake of the 2021 name, image, and likeness (NIL) policy change, marketers and advertisers are shifting their focus towards college athletes, aiming to reach Gen Z and sports fans. While the standard playbook for NIL marketing is still evolving, brands like Nascar and Death Wish Coffee are adopting innovative strategies within the NIL space.
Nascar has embraced NIL talent to boost ticket sales for its major races. The approach involves using trusted voices, like Grayson McCall, a quarterback at Coastal Carolina Chanticleers, and Olivia Dunn, a gymnast at Louisiana State University, to promote events and engage with fans on social media. The strategy aims to attract a diverse fanbase, utilizing athletes from various sports and different-sized institutions. Nascar plans to continue this approach in 2024, expanding partnerships and embracing a range of talents.
Meanwhile, Death Wish Coffee has entered the NIL space by sponsoring football players from Ohio State, Michigan, and Penn State. A unique aspect of their strategy is the anonymous sponsorship, blurring athletes’ names and likenesses in digital and television ads. This approach respects athletes’ privacy and adheres to NCAA regulations while ensuring the promotion of content through digital out-of-home platforms, TikTok, and Instagram.
Both Nascar and Death Wish Coffee’s unconventional approaches reflect their unique brand characteristics and allow them to stand out in the evolving NIL landscape. As the NIL marketing landscape continues to evolve, these creative strategies provide a fresh perspective on engaging with college athletes and resonating with younger consumers.
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Our Reader’s Queries
What is NIL in marketing?
NIL stands for Name, Image, and Likeness, and it’s a way for college athletes to earn compensation. Essentially, it involves a brand using an athlete’s name, image, and/or likeness in their marketing or promotional efforts. This can be a great way for athletes to monetize their personal brand and earn some extra income.
How has NIL changed marketing?
In brief, compensation for creators used to be based on what brands were willing to pay. However, with the introduction of NIL, creators are now able to demand fair compensation for the value of their content. This new development presents a wealth of opportunities for college athletes, as well as for brands looking to collaborate with them. Overall, NIL has opened up a whole new world of possibilities for both creators and brands alike.
How to market NIL deals?
As a sponsor, connecting with college athletes on social media or through marketplace platforms can be a great way to navigate NIL and athlete marketing. However, it’s important to ensure that any deals you make are in compliance with all relevant rules, laws, and policies. Don’t forget to check the intellectual property provisions in your contract and consider other relevant laws as well. By taking these steps, you can protect yourself and your brand while still taking advantage of the opportunities presented by NIL.
What does NIL stand for?
In basic terms, Name, Image and Likeness (NIL) is the way college athletes can earn money. It involves using an athlete’s name, image, and likeness for marketing and promotional purposes.