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☆ March Madness student-athlete marketing is leveling up in 2024. Here are the strategies brands are using.
  + stars: | 2024-03-22 | by ( Dan Whateley | ) www.businessinsider.com   time to read: +5 min
But influencer marketers who run student-athlete campaigns are just getting started. Performance is also straightforward to measure, as NIL campaigns typically live on Instagram or TikTok, where "likes" and views can help benchmark engagement. And as more games kick off, we should see a bump in student-athlete marketing activity from previous years, marketers and NIL experts told Business Insider. The company, which worked with NIL firm Opendorse on its first foray into student-athlete marketing, said it also plans to offer career planning and mentorship to players. Student-athlete marketing is more flexible than traditional advertising.
Persons: —, Goldman Sachs, Kim DeCarolis, she'd, Sam Weber, We've, University of Iowa's Caitlin Clark, Staley Gibson, Epsilon's hashtag, Saint Peter's, Doug Edert, MOGL's Syal, OpenSponsorship's Gibson, Syal, They're Organizations: CBS Sports, Business, Altius Sports Partners, NCAA, University of Iowa's, Epsilon, Buffalo Wild Wings, MOGL
☆ More Big Brands Brave the Rocky Terrain of Endorsement Deals With College Athletes
  + stars: | 2023-03-04 | by ( Patrick Coffee | Alexandra Roberts | Northeastern University | ) www.wsj.com   time to read: +8 min
Brands will account for 70% of that spend, with most of the rest coming from so-called collectives, alumni groups that funnel money to athletes, according to Opendorse. Female athletes and meme starsGiven the wide-open field, brands’ strategies with NIL deals vary widely. Jill Cress, chief marketing and experience officer of H&R Block in a 2018 picture. Favorability ratings from both Gen Z consumers and parents of college students rose after the campaign, according to Ms. Cress. Bigger deals aheadNIL deals will likely evolve to often include intellectual property agreements with the schools in question, said Mr. Schwab.
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