NIL Deals of the Week: March Madness means it's deal season
March Madness is here, which means it’s also NIL deal season.
More and more companies have announced endorsement deals this week as college basketball heads into its most impactful three weeks of the season. It was also interesting to see new brands enter the NIL marketplace for the first time and how many women athletes headlined commercials during the first round of the men’s and women’s NCAA Tournaments.
It was just another perfect example of how college sports stars have opened up new audiences for brands.
There are plenty of creative and original partnerships to highlight in this week’s NIL Deals of the Week. With a mission to highlight the top deals of every week, the On3 NIL team will focus on identifying noteworthy deals in the college athletics landscape.
As a reminder, feel free to submit info on your NIL deal to On3. You can email [email protected] or reach out via DM or comment on Twitter to @On3NIL. Direct messages are open, too, on the @On3NIL Instagram account. Let’s get to the deals that highlighted this week in NIL.
LSU’s Angel Reese adds Goldman Sachs deal
Nearly a year ago, Angel Reese delivered LSU its first national championship in women’s basketball.
The first-team All-American had already built an NIL brand off the court. But winning the NCAA Tournament and edging out Caitlin Clark vaulted the “Bayou Barbie” to new heights. The former Maryland transfer added more than 1.3 million social media followers in a week and inked prominent endorsement deals with Raising Cane’s and Caktus AI.
Now starting her quest to defend the national title, Reese signed one of her most impactful NIL deals to date. Through a new partnership with Goldman Sachs, the SEC Player of the Year is promoting the One Million Black Women campaign to amplify the voices of Black women to policymakers in Washington, D.C.
Reese is starring in the national TV commercial next to her mother, former college basketball player Angel Webb Reese. For all the work she has done capitalizing on her NIL, this is Angel Reese’s first advocacy-driven partnership. Goldman plans to run the ad on ESPN during the Elite Eight and Final Four. Reese and her mother join South Carolina head coach Dawn Staley and Dr. Bernice A. King as partners of One Million Black Women.
Amazon Prime Video launches NIL campaign
Amazon Prime Video is making a notable investment into NIL as March Madness continues.
The subscription and streaming service has launched a campaign with more than 25 college athletes. The athletes are posting different ways to use the platform to watch the NCAA Tournament live across social media. Fans can add Paramount+ content, which includes men’s March Madness 2024, to their Amazon Prime account.
Amazon’s NIL move is headlined by names like Kansas quarterback Jalon Daniels, Nebraska volleyball’s Lexi Rodriguez and Clemson quarterback Christopher Vizzina. On3 ELITE assisted in bringing the athletes and brand together, putting together the campaign in less than 48 hours. The campaign includes five sports across eight schools.
“This deal shows the power of NIL, with a group of elite athletes coming together to support their schools at the start of March Madness with ways for fans to watch their favorite teams,” On3 ELITE’s John Staton said.
Kim Kardashian’s SKIMS all-star NIL promotion
Kim Kardashian – arguably the top name in pop culture – partnered with six of college basketball’s top players in a new NIL deal to promote SKIMS.
Kardashian released the deal on her social media platforms earlier this week to her nearly 460 million followers. The “SKIMS March All-Stars” campaign features Arizona’s Caleb Love, UConn’s Donovan Clingan, Kansas’ Hunter Dickinson, Duke’s Jared McCain, Kentucky’s Robert Dillingham and North Carolina’s Paxson Wojcik.
In a video released by Kardashian, the players are showcased promoting SKIMS’ new men’s terry loungewear. Kardashian says in the post the new loungewear is available just in time for the start of the NCAA Tournament.
An NIL brand expert called the move by Kardashian to execute NIL deals with some of the best players in college basketball “brilliant.”
“It will also open up these players to an entirely new audience that they’ve never been around before,” the expert said. “And it’s a massive audience in the hundreds of millions. It’s a win-win for everyone involved.”
Epsilon, Opendorse launch campaign for women
Global advertising and marketing company Epsilon partnered with the NIL marketplace Opendorse to launch the “Work Together to Win Together” campaign. The marketing initiative will be a first in college sports, offering an NIL deal to every female athlete participating in March Madness.
According to the release, athletes who opt-in will be compensated $500 to promote the brand on Instagram. Along with compensation, athletes can participate in free career planning resources and mentorship through Epsilon. The campaign is scheduled to run from March 19 through April 30.
“We are proud to be the only company extending an NIL offer to every female athlete participating in the Division I basketball championship over the next few weeks,” Epsilon chief revenue officer Susan Rothwell said. “‘Work Together to Win Together” is one of Epsilon’s core values and exemplifies our belief that collaboration is the catalyst that unlocks our full potential.”
With 68 teams in the field, Opendorse CEO and co-founder Blake Lawrence estimated Epsilon will be offering deals to 930 athletes.
UNC women’s players promote NC dairy industry
UNC women’s basketball players Alyssa Ustby, Alexandra Zelaya and Kayla McPherson announced a new NIL deal with the North Carolina Department of Agriculture & Consumer Services.
As part of the promotion, the trio promotes the benefits of chocolate milk as a sports recovery drink and supports the farmers who make up the state’s dairy industry through a unique NIL partnership facilitated by The Brandr Group. This marks one of the first NIL agreements involving a state agency in North Carolina.
“Chocolate milk is my favorite recovery drink,” said Ustby, one of North Carolina’s team captains and star players. “I am excited to be able to highlight the benefits of dairy, and how chocolate milk helps me perform at my best.”
Ustby has a lengthy NIL deal resume, including partnering with HEYDUDE Shoes, Leaf Trading Cards and Lowe’s Home Improvement.
Tennessee basketball players land team NIL deal
Top Tier Authentics partnered with The Volunteer Club, a Tennessee-focused collective powered by Spyre Sports, on NIL deals with the Vols’ basketball roster. As part of the partnership, TTA released a new collection of officially licensed signed and authenticated college basketball memorabilia.
The deal includes All-American Dalton Knecht, who has become one of the hottest NIL names in college sports. This week alone, the star guard added deals from TTA, Harry’s, SKIMS and Topps.
Raid signs Jeremy Roach, Darianna Littlepage-Buggs
Duke guard Jeremy Roach and Baylor guard Darianna Littlepage-Buggs have new NIL deals with Raid. The partnerships are perfect to “help raise awareness about protecting against those other roaches and bugs,” a Raid spokesperson told On3.
Roach and Littlepage-Buggs appear in digital and social content throughout the tourney.
“Take it from somebody who knows, the only Roach you want to be rooting for this March is me,” Roach says in one of the commercials.
In the same spot, Roach tosses a bug spray can to Littlepage-Buggs.
“Bugs can be great, too,” Littlepage-Buggs says. “But only when I’m on the court. That’s why we’re turning to Raid for protection from unwanted pests this season.”
The deals mark Raid’s first foray into the NIL space. It showcases the Raid’s ambition to activate around both the men’s and women’s NCAA Tournament.
Furthermore, an NIL brand expert told On3 the deal from Raid is a “great example of smart marketing” and a fun way to introduce your brand to a “new demographic while also supporting worthy student-athletes.”
Sprouts celebrates Women’s History Month
With Women’s History Month in full swing, Sprouts Farmers Market celebrated by signing a host of female athletes to NIL deals.
Sprouts announced partnerships with eight notable athletes, headlined by Stanford basketball star Cameron Brink ahead of March Madness.
Maryland gymnast Hailey Merchant, Oklahoma gymnast Jordan Bowers, BYU basketball standout Lauren Gustin, Arizona softball infielder Logan Cole, Temple gymnast Brooke Donabedian, TCU basketball and volleyball player Sarah Sylvester, and Texas softball infielder Alyssa Washington are also on board.
This isn’t Sprouts’ first major NIL venture. The company previously signed 50 NIL deals to celebrate the 50th anniversary of Title IX in June 2022 and agreed to partnerships with 45 athletes in 2023. All told, Sprout has more than 150 agreements in place with women’s athletes across the country.
Hailey Van Lith stars in Adidas March Madness ad
Adidas is doubling down on its NIL efforts during March Madness.
As one of the faces for the sneaker giant in the collegiate space, LSU’s Hailey Van Lith is starring in a major campaign. The former Louisville transfer will be in the brand’s March Madness commercial, which focuses on “helping elite and grassroots athletes disarm pressure and return to the love and joy of sport.”
The theme was unveiled last month, and Van Lith is the latest star to appear in a commercial for the campaign. According to adidas, the ad will air during both the men’s and women’s NCAA Tournament on broadcast networks and social media channels.
“Throughout my journey with the sport, I never shied away from a challenge and that’s made me the competitor I am today,” Van Lith said. “Putting yourself in situations where you’re tested and proving that you can overcome internal or external pressure gives you the confidence to play freely and lean into those competitive moments, like championship tournaments, with eagerness rather than fear.
“It’s critical to remind yourself that you’ve navigated pressure before and just focus on being the player and teammate you know you can be.”
Also, the sneaker giant announced Monday more than 12,000 athletes have opted-in to its NIL Ambassador Network since March 2022. Athletes who participate in the network earn a percentage of the sales they drive for key products and campaigns. Adidas’ efforts have made it one of the largest NIL deals to date.
LinkingCoogs signs deal to benefit Houston athletes
The Houston-driven NIL collective LinkingCoogs signed a multi-year partnership deal with Texas Dow Employees Credit Union (TDECU) that will allow more than 600 athletes across 17 sports the opportunity to opt-in to a fee-free payment infrastructure.
Additionally, this allows athletes to open accounts with the credit union while waiving fees that would be incurred with opening up accounts. A three-year agreement, the deal will allow Houston athletes to receive free guidance on establishing credit, budgeting effectively and understanding tax obligations from the credit union. It’s the first time TDECU has struck a deal for its infrastructure to be used by athletes to create a solid financial foundation.
According to LinkingCoogs vice president Landon Goesling, the deal is valued in the mid-six figures and athletes will be able to promote the credit union in return for NIL compensation. Plans are in place for campaigns and events with athletes spread across the 17 sports. TDECU also holds the naming rights to the Houston football stadium.
“We are thrilled to announce our multi-year NIL partnership with TDECU after two years of collaboration,” he said. “This groundbreaking alliance promises to redefine NIL engagements in the financial services category. With TDECU’s campus presence, including football stadium naming rights, the impact will be significant for Houston’s student-athletes and community.”
MiLaysia Fulwiley is Red Bull’s 1st NIL athlete
Milaysia Fulwiley has got her wings thanks to a new NIL deal.
Fulwiley, the sensational South Carolina freshman guard, announced a new NIL deal with Red Bull. According to Red Bull, Fulwiley is the first NCAA athlete to sign an NIL deal with the company.
“She shoots, scores and is destined to soar,” the energy drink company said in an Instagram post promoting the deal.
Along with an undisclosed payment for promotion, Red Bull also said Fulwiley gets to indulge in visits to its performance center along with access to the brand’s fashion, music and extreme sports platform. She can also host community events in Columbia and throughout South Carolina that Red Bull will sponsor.
Additionally, she added a partnership with the Curry Brand last week. A multi-year deal, she will star in marketing for footwear launches, be featured in campaigns and create her own player-exclusive colorways of future models with the brand’s team of designers.