In today’s digital age, athletes are no longer just competitors on the field—they are brands, influencers, and entrepreneurs. With the rise of Name, Image, and Likeness (NIL) laws, collegiate athletes now have the opportunity to capitalize on their personal brands like never before. This shift has opened doors to lucrative sponsorships, financial stability, and long-term career growth.
The Power of Athlete Influencers in Brand Marketing
Serena Williams
Social media has transformed the way brands engage with athletes, allowing them to become their own marketing powerhouses. Before the NIL era, only professional athletes like LeBron James (Nike) or Serena Williams (Gatorade) could secure high-value endorsements. However, with NIL, college athletes are now leveraging their platforms to collaborate with brands and build personal businesses.
Athlete influencers hold a unique power—fans are not only inspired by their performance but also by the products they use and promote. Whether it’s fitness supplements, sportswear, or training gear, brands recognize the value of partnering with athletes who connect authentically with their audience.
Why Sponsorships Matter for Collegiate Athletes
Unlike professional athletes, student-athletes juggle academics, training, and competitions while navigating the financial challenges of college life. Before NIL, they were unable to profit from their talents despite generating billions in revenue for their schools and the NCAA.
For many, brand partnerships provide much-needed financial stability. With limited time for part-time jobs, these sponsorships allow athletes to support themselves while continuing to focus on their education and athletic careers.
Tambree Bell Tik-Tok
Tambree’s Playbook: Soccer, School & Socials
Tambree Bell, a Division 1 soccer player at Boise State University, has impressively grown her TikTok to over eighty-two thoughsand followers and Instagram to over six-thousand followers while juggling the demands of academics and athletics. Inspired by her sisters, she pursued her dream of playing college soccer and has successfully built a personal brand along the way.
Boise State’s support for its athletes has also played a crucial role in her success. The University offers excellent campus resources, including dedicated staff whose primary job is to secure NIL deals for athletes—something they are currently doing for her. She highlights how these resources help student-athletes thrive.
“Brand partnerships have provided financial support and huge exposure that help me continue focusing on my sport,” Tambree shares. “They’ve also opened doors to opportunities beyond just soccer, giving me experience in content creation, marketing, and networking—which is the field I’m going into!”
Tambree Bell Instagram
One of the most surprising and rewarding aspects of her journey has been the engagement she’s received on social media. “I’ve seen a huge increase in followers and interaction from working with brands as an athlete. I was really surprised by how many people want to learn about me, my personality, and my lifestyle. There’s so much curiosity about college athletes, and partnering with my favorite brands has helped me get my name out there.”
For other student-athletes looking to build their brand, Tambree offers this advice: “Always stay authentic to yourself and truly build your own personal brand. Consistency is the key skill that has helped me the most and led to real growth.”
With her dedication to soccer, social media, and marketing, Tambree is proving that student-athletes can thrive in multiple fields at once.
The NIL Revolution: How College Athletes Are Getting Paid
For decades, the NCAA enforced an “amateurism“ model, preventing student-athletes from earning money from their sports. The justification?
- Maintaining a student-first focus – Ensuring that education remained a priority.
- Fair competition – Preventing wealthier schools from outbidding others for top talent.
- Public perception – Preserving college sports as distinct from professional leagues.
However, the landscape changed after legal challenges and increasing public pressure led to the introduction of NIL laws. Today, collegiate athletes can monetize their personal brand through sponsorships, endorsements, and social media collaborations.
The Rise of Fitness & Lifestyle Brand Partnerships
Brands Affiliated
One of the most notable trends in athlete endorsements is fitness-related brand sponsorships. With fans eager to follow their favorite athletes’ training routines and product choices, brands in sectors like:
- Supplements (e.g., protein powders, energy drinks)
- Apparel (e.g., Nike, Adidas, Gymshark)
- Equipment (e.g., Theragun, Whoop fitness trackers)
…are thriving through partnerships with athletes. The psychology behind this is simple: “They’re so fit—what do they use?” Fans want to train, dress, and fuel like their idols, making these sponsorships highly effective in influencing consumer behavior.
Athletes as Media Brands: A New Business Model
The modern athlete is more than just a player—they are content creators, entrepreneurs, and brand ambassadors. With platforms like Instagram, TikTok, YouTube, and X, athletes can connect directly with millions of fans and monetize their influence through:
- Sponsored content – Paid partnerships with brands for promotions.
- Co-branded campaigns – Collaborations where athletes help design or endorse products.
- Exclusive content & memberships – Offering training tips, behind-the-scenes access, or personal insights.
By investing in their personal brand early, student-athletes can set themselves up for long-term success, whether they go pro or pursue careers beyond sports.
To learn more on how you can unlock your marketing potential check out our Blog by Lauren Kaminski on 6 B2B Marketing Strategies for Marketing For Building Strong Business Relationships
The Future of Athlete Branding & NIL
The ability for athletes to profit from NIL is not just a trend—it’s the future of sports marketing. As more student-athletes embrace their roles as media entrepreneurs, they are reshaping the industry in ways never seen before. By leveraging social media, building authentic content, and forming strategic partnerships, today’s athletes are controlling their own narratives and unlocking financial growth like never before. As digital transformation continues, the rise of the athlete brand is only just beginning.
