The lifting of the NCAA’s ban on student athletes signing sponsorship deals with their Name, Image and Likeness (NIL) three years ago opened the floodgates for brands and college sports stars to partner up, and it’s meant huge earnings for recent college phenoms like Caitlin Clark, Livvy Dunne and Bronny James.
But what should brands know before they enter into these deals with young ambassadors and how can they make the most of the relationship? In this discussion from BevNET Live Summer 2024, Andrew Mavis, founder and CEO of college-based influencer platform 98Strong, and Slate Milk co-founder Manny Lubin, whose company has partnered with University of Miami basketball stars Hanna and Haley Cavinder, examine how the personal and localized appeal of college and university athletes can utilized by brands for regional launches, how companies and students can develop marketing plans together, and the education required in working with young spokespeople new to the public spotlight.
“The authenticity is there and the audience is directly who you want to target, versus a traditional influencer who can be a little more scattered,” Mavis said.