JOURNAL ARTICLE

How Marketers Choose College Athlete Influencers.

  • Published In: Harvard Business Review, 2024, v. 102, n. 3. P. 61 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Whitler, Kimberly A.; Twente, Graham 3 of 3

Abstract

The article focuses on the emerging practice of U.S. college athletes monetizing their Name, Image, and Likeness (NIL) rights following a 2021 Supreme Court ruling that overturned NCAA restrictions on athlete compensation. It highlights how leading companies like McDonald's, Microsoft, and PepsiCo sponsor college athletes across a variety of sports, not just football and basketball, valuing athletes' character and authentic social media presence over follower counts. The analysis of sponsored athletes' Instagram content reveals preferences for candid, sports-focused posts and avoidance of sexualized imagery to maintain brand alignment and minimize reputational risk. While the return on investment for these endorsements remains difficult to quantify, the lower cost compared to professional athletes and potential for long-term relationships make NIL deals an attractive marketing strategy.

Additional Information

  • Source:Harvard Business Review. 2024/05, Vol. 102, Issue 3, p61
  • Document Type:Article
  • Subject Area:Social Sciences and Humanities
  • Publication Date:2024
  • ISSN:0017-8012
  • Accession Number:176460446
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