"NIL deals allow NCAA athletes to profit off their personal branding through sponsorships, endorsements and social media posts. The U.S. Supreme Court cleared the path for these terms in 2021, and since then, college athletes have made millions of dollars without losing eligibility to play for their schools. NIL deals are also a win for brands, as they offer a lower-cost way to participate in major sporting events."
"Today, brands are treating athletes as creators and storytellers, rather than relying on traditional endorsement-style posts where athletes simply tag a brand, citing more personal content like get-ready-with-me videos. Food, beverage and QSR brands are driving the highest deal volume when it comes to NIL deals during March Madness."
Consumer brands across multiple sectors are actively partnering with NCAA college basketball players through Name, Image and Likeness (NIL) deals during March Madness. Following the Supreme Court's 2021 clearance, college athletes can now profit from sponsorships and endorsements without losing eligibility. Brands including Jordan Brand, NYX Professional Makeup, and Freddy's have announced partnerships with collegiate athletes. NIL deals offer brands a cost-effective way to engage with major sporting events while allowing athletes to monetize their personal brands. The partnerships have evolved significantly, with brands now treating athletes as creators and storytellers rather than traditional endorsers. Food, beverage, and quick-service restaurant brands are driving the highest volume of NIL deals during the tournament.
Read at Digiday
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