Capitalizing on College Football Playoff Hype: NIL Deals That Are Changing the Game

The College Football Playoff (CFP) isn’t just a pivotal moment for athletes and fans; it’s also a golden opportunity for brands to connect with an engaged audience. As the CFP dominates the sports landscape, the rise of NIL (Name, Image, Likeness) deals allows brands to partner with high-profile athletes to amplify their messaging. This year, standout campaigns from Kane Footwear, Cheez-It, and Hollister have demonstrated how to harness the power of NIL deals to create high-impact, high-engagement campaigns.

Kane Footwear: Capturing CFP Buzz with High-Engagement Athletes

Kane Footwear is a shining example of how brands can use NIL deals to tap into the excitement surrounding the CFP. By partnering with three standout athletes—Denzel Burke (Ohio State, 17% engagement rate), Ryan Wingo (Texas, 33%), and Colin Simmons (Texas, 18%)—Kane leveraged their playoff buzz to promote its recovery footwear.

• Star Power: Kane strategically chose athletes with significant social media influence and playoff momentum, ensuring their campaign resonated with fans.

• Timing Is Everything: By launching their campaign during the CFP, Kane aligned its message with the high-energy environment of college football, making their product part of the conversation.

• Storytelling That Matters: Kane highlighted the importance of recovery for peak performance, positioning their footwear as essential for athletes both on and off the field.

This campaign demonstrates how brands can use high-stakes moments to amplify their messaging and create lasting connections with their audience.

Cheez-It: NIL Activation at the Citrus Bowl

Cheez-It, another brand leveraging NIL deals during bowl season, took a playful and innovative approach by signing NIL deals with South Carolina quarterback LaNorris Sellers and Illinois quarterback Luke Altmyer. The campaign’s highlights included:

• Immersive Branding: Both athletes were featured in the "Cheez-It Hotel," a vibrant and highly branded activation that turned heads and engaged fans.

• Playful Engagement: By tying their campaign to the fun, quirky vibe of the Citrus Bowl, Cheez-It created a memorable experience that resonated with both players and fans.

Cheez-It’s activation showcases how a brand can use NIL deals to create immersive, experiential marketing that stands out in a crowded space.

Hollister: Expanding NIL Campaigns Across Schools and Star Athletes

Hollister has also made waves in the NIL space by expanding its campaigns to include partnerships with athletes from new schools. This strategy allows the brand to:

• Broaden Its Reach: By collaborating with athletes from diverse universities, Hollister has tapped into multiple fanbases and regions.

• Highlight Athlete Personalities: Hollister’s campaigns go beyond just promoting products. They tell the stories of athletes, creating authentic connections with their audience.

Key Takeaways for Brand Marketers and Sports Agents

The success of these NIL campaigns underscores the importance of timing, athlete selection, and storytelling. Here’s how you can replicate their success:

1. Leverage High-Engagement Athletes: Partnering with athletes who have strong social media followings and high engagement rates ensures your message reaches an active and invested audience.

2. Tie Campaigns to Major Moments: Align your campaign with significant sports events, like the CFP or bowl games, to maximize relevance and visibility.

3. Focus on Authenticity: Use NIL deals to tell authentic stories that resonate with fans and showcase your brand’s values.

The College Football Playoff and bowl season provide unparalleled opportunities for brands to engage with passionate sports audiences. By following the lead of Kane Footwear, Cheez-It, and Hollister, you can create impactful NIL campaigns that leave a lasting impression.