Introduction
The NIL (Name, Image, and Likeness) era has opened the floodgates for brands to collaborate with college athletes across various sports. From major corporations to small businesses, companies are spending millions on NIL deals to boost their brand visibility and connect with young, engaged audiences.
In this blog, we’ll break down the top 10 brands investing in NIL sponsorships, why they are in the game, and how you can land a sponsorship deal with them.
Why Brands Invest in NIL?
Brands see college athletes as highly influential figures with dedicated fan bases, making them perfect for:
Authentic Marketing: College athletes represent hard work, passion, and dedication—values that align with many brands.
Social Media Exposure: Many athletes have large and engaged followings, providing brands with a direct line to Gen Z consumers.
Localized & National Reach: Brands can leverage both local deals (small businesses) and large-scale national campaigns.
NIL Brand Spending Growth (2021-2025)
| Year | Total NIL Spend ($B) |
|---|---|
| 2021 | $0.6 |
| 2022 | $1.0 |
| 2023 | $1.4 |
| 2024 | $1.7 |
| 2025 | $2.0+ (Projected) |
Top 10 Brands Spending the Most on NIL
1. Nike – The King of NIL Apparel Deals
-Why? Nike has a long history of athlete sponsorships, and they’ve extended this strategy to NIL.
-Notable NIL Deals: Bronny James, Caitlin Clark, Travis Hunter
-Best for: Basketball, football, track & field athletes
2. Adidas – Expanding NIL Across Schools
-Why? Adidas launched its NIL program for 109 Division I schools, allowing thousands of athletes to become paid brand ambassadors.
-Notable NIL Deals: Schools like Kansas, Miami, Arizona State
-Best for: Athletes in Adidas-sponsored schools
3. Gatorade – Fueling the Next Generation
-Why? Gatorade’s NIL strategy focuses on athletes that embody high performance and endurance.
-Notable NIL Deals: Paige Bueckers, Shedeur Sanders
-Best for: Basketball, football, soccer, and endurance athletes
4. Boost Mobile – The NIL Telecom Giant
-Why? One of the first major brands to embrace NIL, offering deals to high-profile athletes.
-Notable NIL Deals: Shedeur Sanders, Hanna & Haley Cavinder
-Best for: Athletes with strong social media engagement
5. Raising Cane’s – The Fast Food NIL Favorite
-Why? This fast-food brand focuses on partnerships with athletes that fit their fun and casual brand image.
-Notable NIL Deals: Olivia Dunne, local college athletes
-Best for: Athletes with strong regional fan bases
6. Under Armour – Competing with the Giants
-Why? UA continues to compete with Nike and Adidas by signing rising stars in college sports.
-Notable NIL Deals: Various football and basketball players
-Best for: Athletes in UA-sponsored schools or sports
7. Degree Deodorant – NIL for Social Impact
-Why? Degree’s NIL program focuses on inclusivity, mental health, and diversity in sports.
-Notable NIL Deals: Adaptive athletes, women’s sports players
-Best for: Athletes interested in advocacy and social impact
8. H&R Block – NIL Tax Education
-Why? NIL taxes are complex, and H&R Block uses athlete partnerships to promote financial literacy.
-Notable NIL Deals: Women’s sports athletes (Title IX campaign)
-Best for: Female athletes, financial-savvy athletes
9. Dr. Pepper – Big in College Football
- Why? A key sponsor of college football, Dr. Pepper leverages NIL to boost its presence.
- Notable NIL Deals: DJ Uiagalelei (Clemson QB), College Football Playoff promotions
- Best for: College football players
10. WWE – NIL Beyond Sports
-Why? WWE’s "Next in Line" NIL program recruits college athletes to transition into professional wrestling.
-Notable NIL Deals: Gable Steveson (Olympic wrestling champion)
-Best for: Athletes in wrestling, football, and combat sports
How to Land an NIL Sponsorship with These Brands
1. Build a Strong Social Media Presence
Consistency is key: Post regularly on Instagram, TikTok, and Twitter.
Engagement matters: Brands prefer athletes with high engagement rates over just a high follower count.
Showcase your personality: Be authentic and relatable in your content.
2. Use NIL Marketplaces to Connect with Brands
Sign up for NIL deal platforms to get brand opportunities:
- Opendorse – A leading NIL marketplace connecting athletes and brands.
- INFLCR – Focuses on content creation and brand partnerships.
- MOGL – An NIL marketplace for college athletes.
3. Reach Out to Brands Directly (DM & Email Templates)
- Personalized Outreach Works: Brands love when athletes proactively reach out.
- Use This DM Template:
"Hey [Brand Name], I’m [Your Name], a [Sport] athlete at [School]. I love what you’re doing with NIL and would love to explore a partnership. I have [#] engaged followers and have worked with [Past Brands, if applicable]. Let’s connect!"
4. Collaborate with Local Businesses
- Don’t just target big brands—local businesses are a goldmine for NIL deals.
- Restaurants, gyms, and apparel stores often sponsor athletes in their community.
5. Be a Good Brand Representative
- Brands want professionalism – Respond quickly, meet deadlines, and deliver quality content.
- Use contracts – Always sign a deal to ensure proper payment and expectations.
Final Thoughts: The NIL Opportunity Is Growing
Brands are investing more money into NIL every year, and athletes who position themselves correctly can secure major sponsorship deals. Whether you play for a high-profile school or a smaller program, the key to landing NIL deals is strong branding, strategic outreach, and engagement with the right companies.
Want to Learn More About NIL Sponsorships?
- Download our NIL Sponsorship Guide with email templates and brand pitch examples.
- Join our Athlete NIL Community to connect with brands and secure deals.