As Marketers Line up for NCAA Athlete Deals, Pitfalls Await

The argument for compensating college sports stars fairly is likely to be tested by a series of obstacles and opportunities

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

A temporary name, image and likeness policy prepared college sports for a new world of student-athlete marketing. New programs at big schools in Oregon and Texas are set to groom young athletes to be better salespeople.

But are the athletes ready? Everybody’s about to find out.

As the floodgates are being thrown open to a raft of sports marketing deals aimed at college athletes, industry observers warn of potential pitfalls awaiting the students, schools and brands.

The NCAA’s interim name, image and likeness rule (aka “NIL”) lets student athletes earn income from offering private lessons, licensing merchandise, podcasting, promoting brands on social media, streaming on YouTube or Twitch or opening a small business.

On

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in