Leveraging NIL in college football for B2B marketing success: A BrandDemand approach

What’s in a name? With the NCAA’s 2021 decision to permit athletes to monetize Name, Image and Likeness (NIL) rights, the answer now is “a lot more.” The NIL market has rapidly grown into a billion-dollar industry, with athletes securing lucrative deals across various sectors. And while consumer-focused companies were quick to see the potential, B2B marketers are now also eagerly exploring a new frontier with game-changing potential.

If you’re wondering how NIL can play a pivotal role in your brand and demand strategies, especially in industries marked by complex purchase decisions, you’ve come to the right place. Let’s dive in.

NIL and its impact on marketing

NIL rights allow college athletes to profit from endorsements and sponsorships. This shift came after a critical Supreme Court ruling in 2021, which ended decades of restrictions, offering brands a direct connection to one of the most engaged and influential demographics in the U.S.

This opportunity is significant for athletes and brands alike, as college athletes, particularly in high-profile sports like football and basketball, have large, loyal followings. Their endorsement can lend a powerful voice to a brand’s message, helping to build trust and authenticity with both existing and potential customers.

Initially, consumer brands dominated the space, leveraging athletes’ visibility to reach broader audiences. But unlike B2C brands that aim for immediate consumer impact, B2B brands must contend with longer sales cycles, complex decision-making processes, and the need to build trust over time. Fortunately, by tapping into the authentic connections athletes have with their followers, B2B marketers can use NIL to similar effect, fostering deeper, more meaningful engagements with their target audiences to make the long-term investment worthwhile.

NIL’s role in accelerating BrandDemand

The essence of BrandDemand is creating personalized, relevant content that resonates with target audience personas throughout the buyer journey, building trust and fostering long-term relationships. NIL represents a powerful tool within BrandDemand Marketing to accelerate the journey from awareness to loyalty by utilizing the influence and relatability of college athletes to enhance brand awareness and strengthen trust — essential factors in complex purchase decisions.

Once a purchase decision is made, the continued partnership between the brand and the athlete supports the Retention stage. The athlete’s ongoing association with the brand can reinforce the buyer’s decision, delivering content that keeps the brand top of mind and encourages repeat business. This ongoing engagement is key to maintaining customer loyalty and increasing the lifetime value of the customer relationship.

Here are several strategies B2B brands can consider:

Local partnerships: Building trust through community – Local businesses can benefit from partnering with college athletes who are celebrated in their communities. These “hometown heroes” can serve as ambassadors, bringing local relevance and a personal touch to a brand’s message. For example, a regional manufacturing firm might partner with a local football star to emphasize its commitment to the community. This approach not only enhances brand visibility but also strengthens community ties, fostering loyalty among local clients and stakeholders.

For instance, when Kansas State Wildcat and Olathe, Kansas, native Jacob Parrish, inked a deal with regional internet provider WTC Fiber to promote its commercial and consumer services via a number of social media posts, the utility was able to reach a hyper-localized audience with focused brand messages and sales offers.

Industry alignment: Enhancing credibility and engagement – Brands operating in industries such as technology, transportation, finance or healthcare can strategically align with athletes whose public personas reflect the brand’s values and mission. For instance, a tech firm might partner with a player known for their dedication and precision, aligning these traits with the company’s commitment to innovation and reliability. Such partnerships can enhance a brand’s credibility, particularly in fields where trust and expertise are paramount.

Three great examples — all within one high-flying industry — come in the form of NIL deals with charter private jet companies. Carson Beck, a quarterback for the University of Georgia, signed a season-long deal with Airstar Charter, appearing in broadcast television spots; Quinn Ewers, a QB at the University of Texas, signed a deal to promote Nicholas Air, as did another QB, Jaxon Dart from the University of Mississippi. For these companies and athletes relied upon for making strategic connections in style, with NIL deals, the sky’s the limit.
Keynote sponsorships: Blending visibility and presentation – B2B brands focused on education, professional development, or corporate training can sponsor athletes in initiatives that emphasize these values. By aligning with athletes in academic-focused activities, brands can showcase their commitment to education and societal contribution. This not only boosts brand visibility but also positions the company as a leader in corporate social responsibility, which can be a deciding factor for potential clients.

Just ask Spencer Rattler, a football player for the University of South Carolina and University of Oklahoma and who earlier this year signed with the New Orleans Saints, partnered with the Keynote Speakers Bureau to speak at its corporate clients’ events, conferences and seminars.
Anything’s possible: Making an unexpected play – Despite the opportunities, NIL is not without its challenges. B2B brands must ensure alignment between the athlete’s image and their brand values to avoid disingenuous partnerships. If a partnership appears to be purely opportunistic, it could harm the brand’s reputation rather than enhance it. Additionally, ethical concerns around “gray” sponsorships and booster involvement require careful navigation. Brands must be transparent and ethical in their use of NIL to maintain trust and integrity with their audience.

In one deliciously unexpected yet clever example, the Iowa Pork Producers Association, an industry group representing the interests of Iowa pork farmers in bolstering pork sales, recently tapped Iowa State University football players Myles Purchase, Tyler Moore, Tommy Hamann and Caleb Bacon for a sizzling consumer-focused campaign urging Iowans to “Purchase Moore Hamann Bacon,” which went viral and won an award for the brand.

Navigating the challenges of NIL in B2B marketing

Despite the opportunities, NIL is not without its challenges. B2B brands must ensure alignment between the athlete’s image and their brand values to avoid disingenuous partnerships. If a partnership appears to be purely opportunistic, it could harm the brand’s reputation rather than enhance it. Additionally, ethical concerns around “gray” sponsorships and booster involvement require careful navigation. Brands must be transparent and ethical in their use of NIL to maintain trust and integrity with their audience.

Booster involvement, where wealthy individuals or organizations financially support athletes in exchange for their commitment to a particular school, presents a complex challenge (or may be illegal or against NCAA regulations). Brands must be cautious to avoid any association with unethical practices that could lead to reputational damage. The focus should remain on genuine partnerships that benefit both the athlete and the brand in a transparent and ethical manner.

In conclusion, keep your name in the game!

NIL is poised to become a significant tool in the B2B marketing arsenal. As B2B brands continue to explore this space, the key to success will be in leveraging NIL to build authentic connections and trust with target audiences. This aligns with the principles of BrandDemand Marketing, which emphasizes the integration of branding and demand generation to create powerful, lasting relationships with customers.

Of course, opportunities and challenges may be unique to your industry, region or even business model — make sure to review the NCAA’s official NIL Rules to catch up on all the details.

Want to win in your market with a creative B2B NIL strategy? Reach out to the B2B experts at BrandAction Agency.