More than 1,000 brands have partnered with collegiate athletes in NIL deals over the last 15 months, and that number continues to be on the rise.
Through August 2022, 1,637 NIL partnerships have been inked across college sports, which collectively include 3,381 social posts. Engagement across all deals stood at 34M– averaging 20,839 per deal–while average engagement per post numbered 7,069, with 5.14% of followers engaging.
Here’s a breakdown of the top 5 industry categories in the NIL space by number of deals, with a quick look at their respective leading players.
- The Players Trunk : 60% of the brand’s overall NIL partnerships are with men’s college basketball athletes.
- Adidas: The brand has NIL deals with athletes in 8 sports, while 51% of its NIL partnerships are with female athletes (21% women’s soccer; 15% softball; 15% women’s volleyball).
- American Eagle Outfitters: 46% of American Eagle Outfitters’ NIL partnerships are with college football athletes–30% of whom play for Ohio State. LSU gymnast Olivia Dunne’s 9 American Eagle Outfitters posts have racked up a total engagement of 2,333,957 so far.
- Players’ Lounge: 91% of the gaming brand’s overall partnerships are with college athletes, of which 79% are football players.
- Epic Games: College football players comprise 54% of the brand’s NIL partnerships are with football athletes. While female basketball players only account for 13% of its deals, University of Oregon’s Sedona Prince tops Epic’s partner list for highest total social engagement (25,489) and average engagement per post (12,745).
- Mercury NFT: 68% of the brand’s overall partnerships are with college athletes: 62% in men’s Basketball and 6% in football.
- Raising Cane’s: While 42% of the chicken finger specialist’s NIL partnerships are with football athletes, the brand is the only QSR that has a partnership with a (female) wrestler–Marlee Smith (Arizona State). Football player Stetson Bennet boasts the brand’s highest total and average engagement, at 46,964 and 23,482, respectively.
- Krystal: 59% of the Georgia-based burger maker’s overall partnerships are with college athletes (37% football; 12% men’s basketball; 10% women’s basketball). Georgia women’s soccer player Abby Boyan is its one NIL deal outside of football and basketball.
- Bojangles: 27% of the chicken-and-biscuit brand’s NIL partnerships are with female athletes (23% women’s basketball; 5% softball), while 52% are with football players.
- FTX: 65% of the brand’s NIL partnerships are with football players, while 23% of FTX’s overall partnerships are with college athletes (17% football; 6% men’s basketball). Sacramento State men’s basketball player Deshaun Highler totaled 19 posts for FTX, with a total engagement of 33,233.
- H&R Block: 94% of the tax prep company’s partnerships are with female athletes. South Carolina women’s basketball player Zia Cooke leads its list of athlete endorsers: 5 of her posts for the brand scored total engagement of 200,248 followers.
- Current: 53% of the fintech brand’s NIL partnerships are with football players. Nebraska Women’s volleyball standout Lexi Rodriguez and Arizona State women’s wrestler Marlee Smith boast Current’s top two total engagements on social, at 8,628 and 1,858, respectively.
- UPTIME Energy: 44% of the brand’s overall partnerships are with college softball players. It’s 1 of 6 brands (along with Magic Spoon, Champs Sports, DoorDash, DSW, and Met-Rx) to have a partnership with a men’s soccer athlete–Jared Panson of Brandeis University–and 1 of 2 non-alcoholic beverage brands (along with Rowdy Energy) to partner with a lacrosse athlete.
- Simple Truth: 55% of its overall partnerships are with men’s basketball players.
- Six Star Pro Nutrition: 24% of the brand’s total partnerships are with college basketball athletes (16% men’s; 8% women’s). It’s the only non-alcoholic beverage partnered with a (female) golfer: Stanford University’s Rachel Heck.
The top 5 brands by number of deals in the NIL space are:
- Hooters: 40% of the brand’s overall partnerships are with college football players. One of its notable NIL deals outside the sport is with University of Arkansas golfer John Daly II, son of professional golfer John Daly.
- Players’ Lounge (see above)
- FTX (see above)
- Raising Cane’s (see above)
- Degree: The deodorant brand has deals with athletes across 11 college sports; 24% of its NIL partnerships are with female athletes.
