If you’re watching from the sidelines of sports marketing, you might be missing the fastest-growing and most underutilized creator economy out there: college athletes. 

Monetizing the Moment: Inside the NIL Boom

Thanks to NIL (Name, Image, and Likeness) legislation, over 540,000 athletes¹ across 365 Division I schools² now have the power to monetize their personal brands. What started in 2021 as a historic shift in NCAA policy has rapidly evolved into a $2.5 billion+ channel for brand partnerships, and it’s growing 53% year-over-year.³

And yet? Most brands haven’t tapped in. 

This Isn’t New, It’s Just Now Reaching Scale

The groundwork was laid just a few years ago: 

• 2021: NIL officially goes live. 

• 2022-2023: Brands and collectives flood in; state laws begin to shape how schools engage. 

• 2024: Platforms emerge to track and value deals. 

• 2025: Division I schools can now directly pay athletes. 

The result? College athlete partnerships are now easier to scale, track, and activate—offering brands direct access to Gen Z audiences that prioritize authenticity, diversity, and personality over polish. 

Meet the New Sports Influencers

College athletes today fall into three key archetypes: 

1. The Spotlight Star: Household names with national appeal, strong social presence, and clout to match. 

1. The Quiet Powerhouse: Under-the-radar athletes with regional reach and deep community trust. 

1. The Unexpected Icon: Viral sensations with quirky charm and cult followings—often in niche sports. 

Spoiler: the magic often happens outside the spotlight. Brands like Buffalo Wild Wings have seen major success partnering with offbeat talent, like Amir “Aura” Khan, a student manager who turned viral team entrances into a custom-branded boombox moment. 

Why Marketers Should Care

This is more than a moment. It’s a movement. NIL is unlocking: 

1. A new generation of creators built for Gen Z 

1. Access to tight knit, highly engaged communities around schools and sports 

1. High ROI opportunities across every sport, not just the big leagues 

And there’s massive whitespace. While pro athletes and mainstream influencers dominate budgets, college athletes offer reach, resonance, and regional power—without the premium price tag. 

Want In? Here’s the Game Plan

As the space matures, smart brands are asking themselves: 

1. Strategic Fit: Does our audience love sports? Are we trying to connect with Gen Z in ways that feel real? 

1. Brand Safety: Do these athletes reflect our values? Can we co-create content that tells a story, not just flash a logo? 

1. Business Readiness: Do we have the tools to measure impact and the guts to experiment? Are we ready to act fast while the window’s still open? 

First-Movers Will Shape the Future

Brands like Nike are already playing to win. Their “So Win” campaign with gymnast Jordan Chiles showed what’s possible when you let the athlete lead turning NIL into a platform for empowerment, visibility, and real cultural impact. 

But this won’t be a quiet field for long. Regulation is tightening. Prices are rising. And Gen Z’s attention is already being won by the creators who feel like teammates—not just paid spokespeople. 

So: Are you in the game, or watching from the sidelines? 

Let’s Get Started

Ovative’s experts are here to coach your brand through strategy, safety, and standout storytelling. Let’s build your NIL playbook. 

Sources: 1) Statista, 2) NCSA College Recruiting, 3) eMarketer