Signing NIL deals is easy. Making them work isn't. The complete 5-step activation playbook from a Gen Z marketing founder who built athlete partnerships for Mountain Dew, Ford, and Gillette.
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Our survey of 1,050 college athletes reveals the brutal truth about NIL compensation — and most brands are getting it wrong.
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NIL brands either solve urgent problems or gradual improvements. The painkiller vs. vitamin framework explains why some solutions gain instant traction while others struggle forever. Athletes pay for painkillers immediately.
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Gen Z trusts athletes over celebrities. College athletes deliver 6x higher engagement than influencers. Cultural relevance isn't bought—it's built through authentic partnerships. Smart brands invest in relationships, not one-off transactions.
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Most brands chase NIL deals without real strategy. The smart winners ask: What business problem does this solve? NIL requires sports marketing expertise, not FOMO. Name your metric or stop.
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