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Sep 23, 2024
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Corey Bruno
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Evaluating Athlete-Influencers
In the dynamic world of college athletics, Name, Image, and Likeness (NIL) deals have become a game-changer for both athletes and brands. One rising star who's catching the attention of sports marketers is Notre Dame's quarterback, Riley Leonard. His recent surge in visibility and engagement makes him a prime candidate for what could become some of the best NIL partnerships in college sports.
The Riley Leonard Phenomenon
Since August 29th, Riley Leonard has seen an impressive 32% growth in his Instagram following, jumping from 37,000 to 49,000 followers. This surge coincides with two significant factors:
"Here Comes The Irish" Docuseries Leonard is featured in this seven-episode Peacock Original, which follows Notre Dame's football team through the 2024 season. The series, which debuted on August 29th and runs through January 16th, 2025, provides unprecedented visibility for Leonard.
On-Field Performance: As the starting quarterback for three games this season, Leonard has been at the forefront of Notre Dame's massive audience, further boosting his profile.
Engagement: The Real MVP
While follower count is important, engagement is where Riley Leonard truly shines. With a stellar 21% engagement rate on Instagram, Leonard doesn't just reach a large audience – he connects with them. This level of engagement is a goldmine for brands looking to make meaningful connections with consumers through college athlete brand partnerships.
Current Brand Partnerships
Leonard has already caught the eye of some savvy brands, with current partnerships including Arthrex and Rhoback.
These early adopters are positioned to reap the benefits of Leonard's rising star power.
Why Brands Should Act Now
Growing Visibility: Leonard's participation in the docuseries ensures sustained visibility throughout the football season and beyond.
Authenticity: As a starting quarterback for a legendary program, Leonard's endorsements carry weight and authenticity.
Engaged Audience: The high engagement rate suggests that Leonard's followers are highly receptive to his content, including branded messages.
Strategies for Effective Partnerships
For brands looking to cash in on Riley Leonard's NIL potential, consider these strategies:
Content Collaboration: Leverage Leonard's high engagement rate by co-creating content that feels authentic to his personal brand.
Behind-the-Scenes: Access Capitalize on the interest generated by the docuseries by offering exclusive behind-the-scenes content.
Performance-Based Campaigns: Tie marketing initiatives to Leonard's on-field performance, creating excitement and relevance.
Multi-Platform Approach: While Instagram is Leonard's strong suit, explore opportunities across various social media platforms to maximize reach.
The Notre Dame Advantage
Partnering with a Notre Dame athlete like Leonard offers unique benefits:
National Fanbase: Notre Dame's coast-to-coast following provides national exposure for brands.
Tradition and Prestige: Association with Notre Dame's storied program lends credibility to brand partnerships.
Media Coverage: Notre Dame's high-profile status ensures consistent media attention, amplifying brand visibility.
Measuring Success
To ensure ROI on NIL deals with athletes like Leonard, brands should focus on:
Engagement Metrics: Track likes, comments, and shares on sponsored content.
Follower Growth: Monitor the impact of partnerships on both the athlete's and the brand's follower counts.
Conversion Rates: Implement unique tracking codes to measure direct sales or sign-ups resulting from the partnership.
Brand Sentiment: Analyze social media conversations to gauge public perception of the brand-athlete collaboration.
A Timely Opportunity
Riley Leonard's rising profile at Notre Dame presents a timely opportunity for brands looking to make their mark in college sports marketing. With his growing visibility, high engagement rate, and the backing of one of college football's most prestigious programs, Leonard offers a unique value proposition in the world of NIL deals.
For brands ready to capitalize on this opportunity, partnering with Riley Leonard could be more than just another sponsorship – it could be the beginning of one of the best NIL partnerships in college sports. As the landscape of name, image, and likeness deals continues to evolve, those who recognize and act on this potential early stand to gain the most.
In the competitive arena of sports marketing, Riley Leonard represents not just a talented athlete, but a branding opportunity with immense potential. For savvy marketers, the question isn't whether to invest in partnerships with athletes like Leonard, but how quickly they can get in the game.