To request access to our March Madness campaign insights report that samples what MOGL customers receive, please complete the following form:

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Request MOGL March Madness Report

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From Court to Campaign: Exploring NIL Influence During March Madness

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March Madness is not only the pinnacle of the college basketball season but also a dynamic showcase of the true benefit of athletes being able to monetize their Name, Image, and Likeness (“NIL”).

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NIL deals have transformed the ways that brands can capitalize on athletes’ influence both during the tournament and throughout the calendar year, offering them new avenues for engagement, promotion, and reach.

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The value that college athlete influencers provide is well documented as is evidenced by brands’ increasing desire to work with them exclusively for influencer marketing. Recent studies by Business Insider claimed that these athlete influencers have an engagement rate on Instagram of nearly 7%, 2x that of other influencers.

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The MOGL team conducted an analysis on notable NIL campaigns throughout March Madness and found that of the 26 participating athletes, their average engagement rate is 16.79% compared to an average engagement rate of 4.76% in their respective follower count brackets.

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The analysis yielded an average engagement rate outperformance of 12.03%. When compared against their respective follower count engagement rate averages, these 26 athlete participants outperformed by 352.50% or 3.52x.

This analysis tells us two things:

1. College athlete influencers continue to improve in the value that they deliver to brands as the similar study done by Business Insider yielded a 2x result in 2022.

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2. Brands looking to build awareness and reach their target audience would be hard pressed to find a better performing subset of influencers that delivers above-market returns.

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Below, we highlight some of these notable NIL deals in this year’s tournament and explore how brands can harness athlete influence to achieve their marketing goals through influencer marketing, providing a comprehensive view of modern sports marketing strategies.

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To request access to our March Madness campaign insights report that samples what MOGL customers receive, please complete the following form:

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Request MOGL March Madness Report

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Notable NIL Deals During March Madness

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‍Hanes' "Soft Touch" Campaign: Hanes collaborated with seven athletes for a campaign that directly engaged the student body, offering a unique blend of sports enthusiasm and product promotion. This approach highlights the brand's strategic entry into college sports culture, emphasizing direct consumer engagement.

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Our Thoughts: Hanes chose an engaging strategy by collaborating with seven athletes for its "Soft Touch" campaign, anticipating the Final Four excitement. The athletes—R.J. Davis (North Carolina), Boo Buie (Northwestern), Antonio Reeves (Kentucky), Boogie Ellis (USC), Laila Phelia (Michigan), Jacy Sheldon (Ohio State), and Sara Scalia (Indiana)—played pivotal roles in promoting Hanes through campus-based shooting experiences.

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This campaign is impactful because of its direct engagement with the student body, offering an immersive brand experience and direct access to their customer audience. Moreover, it exemplifies Hanes' integration into the collegiate sports scene, aiming to resonate with a younger audience through the popular platform of March Madness.

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Raid's Creative Marketing: Raid's NIL deal with Jeremy Roach and Bella Littlepage-Buggs used clever puns to create a memorable campaign, showcasing how humor and creativity can enhance brand presence in the sports marketing world.

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‍Our Thoughts: Raid’s foray into NIL marketing with athletes Jeremy Roach and Bella Littlepage-Buggs showcases a creative and humorous branding strategy. Utilizing puns on the athletes' names, Raid cleverly connects its pest control products with sports endorsement.

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This approach is a unique example of ways in which brands can directly target those who are in need of their products. It’s no secret that living quarters while in college often are in need of some deep cleaning and pest removal. This campaign is distinguished as a novel form of sports sponsorship that blends humor with brand promotion.

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Sprouts Farmers Market and Women's History Month: Aligning with broader societal themes, Sprouts' partnerships with eight female athletes during Women's History Month demonstrated how NIL deals could serve as platforms for social engagement and advocacy.

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Our Thoughts: Aligning with Women's History Month, Sprouts Farmers Market’s NIL agreements with eight female athletes, including Stanford's Cameron Brink, underscore the brand's commitment to supporting women in sports.

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This initiative not only champions female athletes but also ties in with broader societal themes, leveraging NIL deals for social engagement and corporate social responsibility. It represents a meaningful way brands can contribute to social discourse and support equity in sports through NIL partnerships.

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Amazon Prime Video's Streaming Campaign: By leveraging over 25 college athletes, Amazon Prime Video tapped into the sports and entertainment synergy, showcasing the power of NIL deals to expand brand reach among younger, tech-savvy demographics.

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Our Thoughts: Amazon Prime Video's engagement of over 25 college athletes for its NIL campaign cleverly merges the worlds of sports, entertainment, and technology.

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This initiative, promoting the platform's live streaming of the NCAA Tournament, illustrates the power of NIL deals to expand a brand's reach and appeal, especially among younger demographics that prioritize both sports and accessible streaming content. It's a strategic move that highlights the evolving landscape of viewer engagement, leveraging athlete endorsements to boost platform visibility and use.

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Skims Enters College Sports: Skims' partnership with college athletes highlights the growing trend of lifestyle brands seeking to connect with the college sports demographic, offering fresh perspectives on athlete endorsements and promoting inclusivity in sports.

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Our Thoughts: Skims, a popular shapewear and clothing brand, has entered the NIL space by partnering with college athletes. While details about specific athletes involved in the March Madness context might not have been provided, Skims' move into college sports represents a significant trend of lifestyle brands seeking to connect with the college demographic.

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Skims' initiative is notable for its potential to merge fashion with athletics, offering a fresh perspective on athlete endorsements. By aligning with college athletes, Skims can tap into a vibrant community, promoting inclusivity and body positivity in sports.

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Conclusion

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The recent March Madness tournaments have highlighted the significant role NIL deals and influencer marketing play in modern sports marketing strategies.

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From direct brand engagement to leveraging the cultural momentum of one of the most exciting times in college sports, these approaches offer innovative ways for brands to connect with audiences.

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Our analysis at MOGL tells us that these athlete influencers yielded an average engagement rate outperformance of 12.03%. When compared against their respective follower count engagement rate averages, these 26 athlete participants outperformed by 352.50% or 3.52x before even accounting for additional TV exposure and linear advertising value.

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As the landscape continues to evolve, the creativity and impact of these partnerships will undoubtedly shape the future of sports marketing.

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To request access to our March Madness campaign insights report that samples what MOGL customers receive, please complete the following form:

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Request MOGL March Madness Report

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