Last week I talked about brands and the athletes that they sign to an NIL contract. But what exactly makes an athlete marketable to a brand? Today we are going to discuss how public relations plays a critical role in the NIL game.
Athletes have their own way of branding themselves. You see some athletes that post every day on their social media. Where some athletes post a little less frequently. You see some athletes dancing on TikTok even. Whatever their idea of branding is, that is what makes them stand out from the other thousands of athletes in collegiate sports. Let’s take a look and see how athletes brand themselves and what NIL deals that have generated.
Bo Nix: the former Quarterback for University of Oregon. His NIL deals consist of Milo’s Tea, The Duck Store (Oregon’s student bookstore), and Bojangles. Bo Nix growing up in the South brought his southern charm to Eugene when he transferred from Auburn. His faith leading him through his college career and his down-to-earth charm made it easy for brands to sign him. He also has a very family-oriented image that makes him likeable to others. All of these are reasons why Bo Nix has a good public image and also makes him quite easy to market for brands.
Haley and Hanna Cavinder: Women’s basketball stars at University of Miami. Their social media presence has helped them land some big-time partnerships with brands. Boost Mobile, WWE, and Champs Sports to just name a few have partnered up with the Cavinder twins. With their massive presence on TikTok and their media savvy personalities they have gained a large following. Their PR impact is they capitalized super early on NIL by branding their strong sister bond that helped them target deals that are similar to their lifestyle.
Jaden Rashada: Quarterback at University of Georgia. The Georgia Quarterback has an interesting past with NIL deals since he cancelled a 13-million-dollar Florida and committed to ASU instead. But he has been rebuilding his endorsement paths and has gained some solid partnerships with brands, such as Leaf Trading Cards. Even with Jaden’s past why is he still marketable you might be asking? He has become a huge talking point when it comes to NIL. After his deal with Florida fell through, he used interviews to show transparency and helped reshape the narrative around him. He has rebuilt his reputation through staying transparent, and the public sympathy has helped give him a second wave.
Livvy Dunne: Gymnast at LSU. An LSU gymnast that has also taken over the NIL and college world. Her personality has helped her gain a massive following on social media and that has attracted multiple brand deals for her. Some of those include BodyArmor, Vuori, and American Eagle. She is very media trained which comes through with her authenticity and interviews. She is on-brand for the Gen Z culture as she interacts with fans which helps boosts her popularity even more.
If you were a brand manager which athlete traits, would you prioritize? Would you prioritize someone like Jaden Rashada who is rewriting his story? Or would you pick someone like Bo Nix who brings that southern charm and faith lead lifestyle? No matter what you prioritize, college athletes now are branding themselves just like professional athletes have done for years. Looking at these athletes you see how critical self-branding is. Even if you are not an athlete remember that you’re in control of what you want your brand to be, and your public perception is always something you must think about.
Links: https://nil.store/blogs/news/the-ultimate-beginner-s-guide-to-starting-a-nil-deal
https://nozakconsulting.com/branding/how-to-create-a-personal-brand-get-recruited/
Jack Erskine 
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