The convergence of athletes and influencers is driven by an influx of advertising investment in sports and creator marketing. Dentsu partnered with MOGL to access around 30,000 college athlete creators across 1,100 universities. As a result, brand marketers increasingly seek connections with sports audiences, recognizing the unique perspectives NIL creators provide. The NIL sector has rapidly expanded since a U.S. Supreme Court decision permitted college athletes to earn from sponsorships. Agencies specialize in connecting these athletes with brands, offering targeted marketing strategies to reach younger demographics effectively.
"Athletes are becoming influencers. And influencers are important to the overall story. They can bring a different perspective," said Lewis. "Sports is in higher demand than it ever has been, but NIL creators can bring a different angle to marketing activity than established sports personalities."
"Brands really need to reach next-gen audiences. You can't go and just put a billboard up on the quad of the campus. This avenue offers [a] really targeted strategy to reach that audience with influencers that they resonate with," said Ayden Syal.
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