NIL's Freshman Year: Who's Really Profiting From the Marketing of College Sports Stars?

Student-athletes offer brand partners a potentially higher ROI—but there are lessons still to be learned about how to make these deals a win-win

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This year’s NCAA Tournament offered a glimpse at the future of name, image and likeness (NIL) deals in college sports.

Though Kansas won the tournament, Saint Peter’s guard Doug Edert, who had 20 points off the bench in the tournament darling’s upset of Kentucky, ended up with a shining NIL moment. Thanks to his performance—and a mustache that would make Tom Selleck blush—Edert’s profile instantly rose on social media, and he secured NIL deals with Buffalo Wild Wings and Barstool Sports.




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This story first appeared in the May 9, 2022, issue of Adweek magazine. Click here to subscribe.