FAQ on Name, Image, and Likeness (NIL) Marketing

How More College Athletes Are Becoming Influencers

Report by Ross Benes  | UPDATED: Mar 19, 2025
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Table of Contents
How is the NIL marketing opportunity growing?
How big is the market for NIL deals?
What should marketers understand about the NIL opportunity?
How should marketers work with athletes?
What else should marketers keep in mind about NIL deals?
EMARKETER Interviews
Sources
Media Gallery
About This Report
As college sports amateurism dies, marketers are increasingly working with student-athlete influencers.
Topics
Influencer Marketing
United States
Table of Contents
How is the NIL marketing opportunity growing?
How big is the market for NIL deals?
What should marketers understand about the NIL opportunity?
How should marketers work with athletes?
What else should marketers keep in mind about NIL deals?
EMARKETER Interviews
Sources
Media Gallery

A new category of athlete influencers has opened up to marketers. Name, image, and likeness (NIL) deals between brands and college athletes often center on small transactions on social media. Brands investing in this area should provide clear guidance to their athlete partners, take a data-driven approach when selecting spokespeople, and recognize that most relationships expire when playing eligibility ends.

Key Question: How are marketers’ relationships with college athletes changing?

Automotive Represents Only About 1% of Total NIL Deals but Nearly One-Third of Total NIL Spending (% of US total name, image, and likeness (NIL) deals vs. spending, by brand category, July 2021-Nov 2024)
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Key Stat: Nearly half of NIL activities between 2021 and 2024 were driven by technology and retail brands, according to Opendorse.

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    Table of Contents

    1. How is the NIL marketing opportunity growing?
    2. How big is the market for NIL deals?
    3. What should marketers understand about the NIL opportunity?
    1. How should marketers work with athletes?
    2. What else should marketers keep in mind about NIL deals?
    3. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Automotive Represents Only About 1% of Total NIL Deals but Nearly One-Third of Total NIL Spending (% of US total name, image, and likeness (NIL) deals vs. spending, by brand category, July 2021-Nov 2024)Name, Image, and Likeness (NIL) Spend Will Skyrocket in 2025 When Revenue Sharing Kicks In (billions in US NIL spending and % change, 2021-2025)
    More Than Two-Thirds of NIL Social Media Deals Are Under $1,000 (% of US NCAA name, image, and likeness (NIL) social media deals, by deal value, 2024)

    Interviewed for This Report

    Bill Carter
    Student-Athlete Insights
    NIL Educator and Consultant
    Interviewed February 20, 2025
    Chase Griffin
    The Athlete’s Bureau
    Publisher
    Interviewed March 4, 2025
    Braly Keller
    Opendorse
    Director of NIL and Business Insights
    Interviewed February 24, 2025
    Blake Lawrence
    Opendorse
    Co-Founder, President
    Interviewed February 24, 2025
    Chad Martin
    Stephens & Associates
    Group Director, Strategy
    Interviewed February 22, 2025
    Ryan McConnell
    Kantar
    Executive Vice President, Head of Sports Monitor
    Interviewed February 27, 2025

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    First Published on Mar 18, 2025

    authors

    Ross Benes

    Contributors

    Rahul Chadha
    Director, Report Editing
    Jasmine Enberg
    Vice President and Principal Analyst
    Madan Kumar
    Copy Editor
    Tracy Tang
    Senior Researcher
    Matt Torpey
    Senior Chart Editor
    Emman Velasco
    Chart Editor
    Yoram Wurmser
    Principal Analyst
    Ali Young
    Senior Copy Editor and Manager of Content Operations