Living in Knoxville, with the University of Tennessee at the forefront of so many college sports, it is easy to see the NIL (name, image and likeness) landscape evolving in real time. While headlines often focus on which star athlete is entering the transfer portal and where they might land next, it’s equally important to consider the crucial, but often overlooked, role that marketing and public relations play in this evolving industry.
About three years ago, the NCAA restored NIL rights to college athletes, allowing them to profit from their personal brands, and in a relatively short time, it has exploded into a full-funnel, multimedia industry. Today, players earn income through endorsements, social media partnerships, sponsorship deals, public appearances and so much more. The impact on college athletics has been nothing short of profound.
One major shift has been the influence of NIL opportunities on player mobility. Increasingly, athletes are transferring schools based not only on athletic fit or academics, but also on which programs offer the strongest NIL support and on where they can earn the most money. In 2024, for instance, the University of Tennessee reportedly spent $11.6 million in collective NIL funding.
With this financial landscape in mind, the role of marketing and public relations has become increasingly important. NIL deals aren’t just about promoting a product; they’re also about promoting the athlete. Public relations expertise and training can help position these athletes for long-term success both on and off the field.
From an overall marketing and visibility perspective, it’s essential to connect the right athlete to the right audience. Just as audiences are segmented for products based on specific needs and interest, athletes chosen as the face of a particular campaign must align with the brand’s values and customer base. A unique attribute, whether it’s personality, background or the sport itself, can make an athlete a good fit (or not). Today’s audiences /consumers are resonating more than ever with individual athletes, allowing companies to extend their reach and create potentially profitable connections through NIL-driven partnerships.
Once a partnership is formed between a brand and an athlete, it’s essential that the athlete become educated on how to manage his/her personal marketing. So public relations experts have been playing a key role in helping athletes navigate the responsibilities (and opportunities) that come with being a public figure and representing a brand. This includes public speaking, media training, brand alignment, crisis management and even negotiating messaging for sponsorship deals. With the right guidance, athletes can build a sustainable, professional image that extends beyond their time in college sports.
Public relations skills and marketing strategies can support the athlete, the team and the brand being promoted through these relationships, ensuring that there is meaningful brand alignment along every part of the outreach process. Third party credibility through effective media outreach and message management can bring these relationships to life in sustainable and compelling ways if they are thoughtfully handled and consistently monitored and measured for effectiveness relative to meeting the long-term goals of both the athlete and the corporate brand being promoted.
Cathy Ackermann, founder and president of Ackermann Marketing and PR, may be reached at cackermann@thinkackermann.com
