Athletes have arguably become the most sought-after influencers in our increasingly digital world, thanks to their unique ability to connect with fans on a personal level—and their endorsement can be a game-changer for brands. In yesterday’s AdWeek webinar our CEO and Founder, Bob Lynch, was join by our partners at Celsius and Pit Boss Grills to dive into partnerships across NIL, professional, and retired athletes.

In case you missed it, you can access the Webinar via Adweek now —> Register

In the meantime, here are some additional insights into the NIL, Pro, and Retired Player space:

NIL athletes have become a red-hot commodity, as more than 915 unique brands have inked deals with them since the NCAA greenlighted these deals in July 2021. The top five most active brands in NIL partnerships—Hooters, Dunkin, Urban Outfitters, adidas, and H&R Block—hold a whopping 81% of these deals. Social media posts, the most common asset, averaged a remarkable 4% engagement rate over the last 12 months—outperforming major pro sports athletes and retired athletes at 2.6% and 0.8%, respectively. Instagram reigns supreme, accounting for 78% of total engagement and hosting the top three posts, including Livvy Dunne's partnership with Vuori Clothing, Bronny James' collaboration with Beats by Dre, and Angel Reese's deal with Mercedes-Benz of Baton Rouge, which racked up over 1M engagements each.

Outside the burgeoning world of NIL athletes, retired players have also found their niche in brand endorsements, with more than 640 brands seeking partnerships with these former standouts. The enduring marketing impact of retired players is evidenced by their impressive reach, generating more than 85M engagements from 2,146 branded social media posts in the last year. 

In the pro athlete realm, more than 6,100 unique brands have inked deals, 76% of which feature social media posts, led by Instagram image posts. Wielding huge influence, these athletes drive 90% of their social media engagement through Instagram, posting two-thirds of their posts on the platform. An impressive 430 brands have partnered with five or more of these sports figures, underscoring their perennial appeal to companies seeking a diverse global audience.

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