The world of brand partnerships has been revolutionized, and 2025 is shaping up to be a year of unprecedented growth in athlete collaborations. Brands are investing in athletes like never before, and the numbers during the 2024 year clearly reflect this significant shift in marketing strategies. As athletes continue to amplify brand messages, their influence on consumers is proving to be a powerful tool for companies aiming to boost engagement, trust, and loyalty.

Top Brands Leading the Charge in Athlete Sponsored Posts

Recent 2024 data analysis reveals the top brands by the number of sponsored posts featuring athletes. These companies are leading the way in leveraging the power of athlete partnerships, especially within the NIL (Name, Image, and Likeness) space.

Here are the top 5 brands with the most athlete-sponsored posts in 2024:

iHerb: 388 sponsored posts

iHerb, a global online retailer specializing in health and wellness products, expanded its athlete partnerships in 2024 to promote its diverse product range.

Athlete Collaborations: iHerb partnered with athletes across various disciplines, including skincare routines and supplement endorsements. For instance, athlete Jared Humphrey highlighted iHerb's skincare products, emphasizing their importance in his regimen.

Affiliate Program Growth: The brand's affiliate program experienced substantial growth, with total commissions exceeding $12 million in 2024. This expansion attracted quality partners across content, coupon, loyalty, and shopping comparison sites.

Hollister: 325 sponsored posts

Hollister, a fashion retailer, significantly increased its athlete partnerships in 2024, focusing on collegiate apparel.

Collegiate Graphics Shop: Hollister launched a 67-piece collection featuring vintage-inspired university logos on sweatshirts, hoodies, and tees. The collection represented over 30 U.S. universities and was promoted by more than 350 college athletes.

High-Profile Athlete Partnerships: The brand collaborated with top high school football recruits, including Bryce Underwood and Tavien St. Claire, to announce their college commitments via social media, showcasing Hollister's collegiate apparel.

Adidas: 292 sponsored posts

Adidas continued to strengthen its athlete partnerships in 2024, focusing on performance and lifestyle segments.

Product Endorsements: The brand collaborated with athletes across various sports to promote its latest footwear and apparel, leveraging their influence to reach diverse audiences.

Sustainability Initiatives: Adidas partnered with athletes to promote sustainable product lines, aligning with growing consumer interest in eco-friendly practices.

CVS: 269 sponsored posts 

CVS Health, a leading healthcare company, expanded its athlete partnerships in 2024 to promote health and wellness initiatives.

Health Campaigns: CVS collaborated with athletes to raise awareness about health screenings and preventive care, leveraging their credibility to encourage healthier lifestyles.

Community Engagement: The brand partnered with local athletes to support community health programs, emphasizing CVS's commitment to public health.

EA Sports: 245 sponsored posts

EA Sports, a prominent video game developer, intensified its athlete partnerships in 2024 to enhance gaming experiences.

Game Features: The company collaborated with athletes to feature them in popular sports video games like NCAA 2024, providing authentic and engaging content for players.

Promotional Campaigns: EA Sports partnered with athletes to promote new game releases, utilizing their influence to reach a broader audience.

These numbers highlight how brands have been doubling down on athlete collaborations to reach massive audiences and drive meaningful engagement. This surge in athlete partnerships underscores how crucial it has become for brands to invest in athlete influencers who can connect with consumers on a personal and authentic level.

Why Athlete Partnerships Matter More Than Ever

Bigger Investment = Bigger Impact
The increased number of sponsored posts shows that brands are ramping up their investments in athlete partnerships to create a larger impact. With the power of athletes’ reach and authenticity, these partnerships are proving to be highly effective in driving awareness and encouraging consumer action.

Authenticity is Key
In today’s marketing landscape, authenticity reigns supreme. Consumers trust athletes to deliver genuine messages, and this trust creates deeper connections between brands and their target audience. By collaborating with athletes, brands are able to connect in a meaningful and personal way that resonates with followers.

Competitive Edge
Companies that are leading the way in athlete partnerships are not only enhancing their visibility—they’re setting the industry standard for audience engagement and brand loyalty. As more companies embrace this trend, the competition is intensifying, making it crucial for brands to continue innovating their strategies to stay ahead.

What’s Next for Athlete Partnerships?

The growth of athlete partnerships is just the beginning. As brands continue to realize the power of leveraging athlete influence, we can expect this trend to expand rapidly in the coming years. With the rise of digital platforms and the growing influence of younger, socially connected audiences, athlete collaborations are quickly becoming the cornerstone of successful marketing strategies.

As the future unfolds, it’s clear that athlete partnerships will play an even greater role in how brands connect with their customers. Expect more brands to jump on board and align with athletes who best represent their values, driving even more dynamic and successful collaborations.