Why brands like Nascar are taking alternative approaches when working with college athletes

Nascar is leveraging NIL talent to boost ticket sales for its major races. The company observed other brands’ actions before entering the NIL space. Last year, they tapped Grayson McCall, a quarterback at Coastal Carolina Chanticleers, to test the waters and increase ticket sales. Nascar chose trusted voices to promote their races instead of relying solely on traditional media outlets like TV and radio.

They continued this approach by partnering with Olivia Dunn, a gymnast at Louisiana State University, to drive ticket sales and engage with Nascar’s audience. Nascar received direct messages and comments about tickets and discounts as a result of leveraging NIL talent.

Nascar’s strategy extends beyond star football quarterbacks. They focus on including talent from smaller institutions, other sports, and even Olympic athletes. Authenticity is key, as Nascar aims to attract a diverse fanbase.

Nascar formed direct partnerships with the University of Alabama and the University of South Carolina, expanding their engagement with college athletes. These partnerships include sports sponsorships and promotional activities conducted in various venues.

Nascar is also exploring branded content opportunities through their college deals. They aim to create advertisements that allow student athletes to consume Nascar products or talk about their experience, providing a unique way to sell the racing experience.

On the other hand, Death Wish Coffee is entering the NIL space by anonymously sponsoring three football players from Ohio State, Michigan, and Penn State. Their approach allows them to build meaningful partnerships while protecting the athletes’ identities and preventing potential consequences.

Death Wish Coffee made this decision in response to the NCAA’s new rule on caffeine consumption for college athletes. This unconventional approach is expected to resonate with younger consumers due to its rebellious nature.

Since Death Wish Coffee’s NIL talent cannot promote social media ads on their personal channels, the brand shares these ads through digital out-of-home platforms, TikTok, and Instagram using official brand accounts. Influencers in their network publish the ads on their own channels, promoting the content while adhering to the talent’s personal account restrictions.

Other brands like Nerf have also adopted less traditional approaches to working with college athletes.

Specific budget allocations for these NIL efforts remain undisclosed by Nascar and Death Wish Coffee. However, Death Wish Coffee spent over $2.2 million on advertising in 2023, while Nascar spent $1.8 million.

According to Michael Boychuk, co-founder of Little Hands of Stone creative agency, Death Wish Coffee and Nascar’s departure from conventional approaches in NIL strategy is a strategic move that aligns with their unique characteristics.

In conclusion, brands are embracing unique approaches to NIL marketing, targeting college athletes and leveraging their influence to drive sales and engage with their audiences.