Since the introduction of Name, Image, and Likeness (NIL) deals in 2021, athletes across the country, including college and high school athletes in Florida, have been able to partner with local businesses for promotional campaigns. For small businesses, NIL partnerships present a unique and affordable way to boost visibility and grow their brand. However, simply sponsoring an athlete with a basic endorsement may not be enough to stand out in today’s competitive market. But, even more importantly, the area is so new and still developing, so businesses are limited almost solely by their imagination. To maximize the impact of NIL deals, small businesses should think outside the box and develop creative campaigns that resonate with their audience.
Creative NIL campaigns take advantage of the constantly, and rapidly, changing world that businesses and consumers are navigating. These are campaigns that are engaging, authentic, and memorable. They connect with current and potential customers by telling a compelling story, showcasing the athlete's personality, and creating a lasting impact.
Authenticity: In the age of social media, consumers connect better with campaigns that are genuine. They don't like being sold. And this is even more important for local businesses that can capitalize on the genuine connection. Campaigns that reflect the athlete's true personality, interests, and values build trust with consumers.
Memorability: No one can guarantee a particular video or campaign is going viral. But, businesses can be assured that creative campaign that is unique and unexpected, along with some other factors, are certainly more likely to stick in the minds of consumers and hit that magical "viral" category.
With that in mind, here are a (certainly) non-exhaustive list to get the mind going. Ultimately, the right partnership will spawn creative ideas through collaboration.
Social Media Takeovers
A simple way to collaborate with an athlete, particularly if the athlete already has a large following. It's as simple as the athlete "taking over" the business's social media accounts and shares things like behind-the-scenes content from his or her daily life.
For example, a local gym can partner with a local high school or college athlete known for his or her fitness routine. The collaboration could be the athlete taking over social media for a day, sharing workout tips, using the gym's facilities, and answering follower's questions. It's easy, personal, and engaging. This campaign gives consumers a glimpse into the athlete's life while promoting the gym in an authentic way.
But, again, creativity is key. An office supply company can collaborate with a star local football player and have some fun with it. A local restaurant can collaborate with a star local volleyball player who grew up in the same neighborhood, or who maybe frequented the restaurant when younger. The possibilities are endless.
Social media takeovers work well because they create excitement and immediacy. They tend to increase engagement because followers know its probably a one-time event.
Collaborative Product Lines
A second creative example is a limited-edition product line. There are prohibited business lines, particularly for Florida high school athletes, but options include anything from clothing to food items to sports equipment. The key is to collaborate on products that reflect both the athlete's brand and the business's identity.
For example, a coffee shop collaborates with an athlete to create a limited-edition coffee blend. The two partner on the package design and the athlete promotes the blend on his or her social media channels. This increases consumer connection with the product, thereby increasing the likelihood of purchases.
And by being a limited-edition product, this campaign creates a sense of urgency for consumers to act quickly, while supplies last. These work great around triggering events, such as the start of the season or the athlete's birthday.
Pop-Up Events and Meet-and-Greets
Another great way to connect with the community in a creative way is to host a pop-up event or meet-and-greet featuring a local athlete, bringing consumers into the business that are excited to meet the athlete in person.
This feels more natural with, say, a local sports store hosting an autograph signing and picture taking event with the athlete, but it can be even more creative. An auto dealership can do the same with a homegrown top athlete. Again, a business is limited by its creativity. It could offer exclusive discounts on merchandise during the event, encouraging sales.
Pop-Ups and Meet-and-Greets are bigger ordeals, but they create a memorable experience for consumers and build a positive association with the business. It's an opportunity to engage with the community on a personal level while fostering loyalty and trust. Can't say it enough, personal is king.
Athlete-Led Workshops or Clinics
This idea for a campaign is more limited than others. It obviously works better for businesses in sports, fitness, and education.
I personally like CrossFit or similar community-oriented gyms for this. I have a CrossFit background, so I will use that as my example. Generally, CrossFit gyms are highly community-oriented. Athletes interested typically do not travel far to a box; they stay close to home. This type of fitness business trades heavily on the principals discussed here, and other posts about NIL and local businesses connecting with the surrounding community.
So, a box owner can partner with a local athlete to teach a class, run a seminar, or coach a workshop. This is particularly powerful if the athlete is connected to the community. The idea can be promoted through social media. In addition to generating buzz and excitement, the business can parlay the event into promoting other services while consumers are present.
This is more targeted to the fitness and sport industries, but provides a creative opportunity to create meaningful memories and engage with existing and potential consumers.
Cause Marketing and Charitable Campaigns
We've all seen it. Round up your change at the register for this charity. Drop a few coins in the jar for that charity. Five percent of sales go to this other charity. This is an opportunity. By collaborating with an athlete passionate about a particular cause, a business can create a campaign that resonates with the athlete's fan base and the broader community.
For example, a local furniture company could partner with a local tennis star that is passionate about reducing the rate of homelessness among military veterans. Together, the two could launch a campaign in which a portion of sales are donated to a nonprofit working to end this scourge through transition assistance, mental health resources, and job placement assistance. The athlete could promote the campaign on social media, encouraging followers to support the cause by shopping at the furniture company.
These campaigns not only help businesses stand out amongst their competitors, they show consumers the business cares about more than just profits. This fosters a deeper sense f loyalty and trust.
Athlete Ambassador Programs
A longer term strategy, with the right athlete, is an ambassador program. Here, the athlete becomes a regular spokesperson for the business, promoting products and services over an extended period.
A soccer player with a large following could wear a company's apparel during public appearances, promote new collections on social media, and even offer discounts to followers.
These campaigns allow businesses to build a consistent and ongoing relationship with an athlete, which can help solidify the connection between the business and the athlete's fan base. This sustained marketing effort leads to greater visible over time.
Legal Considerations
Of course, though the state of infancy of this area of law presents widespread, creative opportunities for business and athletes, there are some clear cut rules. The athlete's eligibility cannot be impacted. This means no pay for play, pay for attendance, no wearing school uniforms without prior agreement, no prohibited businesses, and other rules. Every attorney always advises potential clients to confer with an attorney, and that is true. But, this area is fraught with difficulty without learned counsel. The athlete's eligibility cannot be harmed. Period.
A Learned Counsel
At Caruco Law, we continue to build our relationships with local, regional, and national businesses to provide opportunities for our ever-growing roster of student-athletes. Through a partnership with a premier digital marking consultant, ADS Marketing Strategies, LLC, we collaborate with athlete and businesses alike to develop a marketing plan that maximizes the athlete's brand, and mutually benefits both business and athlete alike.
Whether you are a local business or athlete looking for NIL opportunities, contact us today for your comprehensive plan and partnership.
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