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.

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