Looking to Reach a Hyperlocal Audience, Outback Signs 12 Student-Athletes to NIL Deal

The restaurant chain uses analytics to choose TeamMates partners

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As name, image and likeness partnership and endorsement deals continue to proliferate throughout the college sports season, brands are learning on the fly about what NIL deals make sense.

Outback Steakhouse recently expanded its TeamMates program, signing 12 college basketball players in an effort to strengthen the brand’s presence in university athletics and boost its efforts to celebrate teamwork within sports as well as the broader community.

“We have been doing a digital transformation throughout the pandemic,” Danielle Vona, svp and chief marketing officer for Bloomin’ Brands, told Adweek.



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