Gymnasts' NIL deals show creativity, connection with fans
Florida gymnast Leah Clapper‘s recently announced NIL deal with the blockchain platform CAMPUS is arguably emblematic of the NIL opportunities that are available to elite gymnasts. Fans can submit to Clapper their “best dance move” on TikTok and Instagram and she will incorporate one of the submissions into her competitive beam routine.
For gymnasts, NIL deals often incorporate creativity and a close connection to their fans.
“I’m so excited to join CAMPUS,” Clapper said in a statement. “I truly believe that together we’re setting a new standard for fan engagement in college sports. Kicking off my Club, I wanted to do something truly unique. I’m giving my fans the chance to put their ‘stamp’ on my beam routine — something I would have loved to do growing up watching my favorite athletes.”
Gymnasts, such as LSU‘s Olivia Dunne and Auburn‘s Suni Lee, are some of the most marketable college athletes and many of them have found NIL opportunities that allow them to create a personal connection with their fans.
Gymnasts sign with leotard, apparel companies
Last November, Lee, an Olympic gold medalist, announced on Instagram the release of her first signature leotard through a partnership with GK Elite Sportswear.
The comments on Lee’s post included one gymnast who wrote, “[I] bought this at my first meet of the season and it’s my absolute favorite leotard! EVER!” One father wrote, “Love it! Just bought it for my daughter and she’s so excited!”
GK Elite’s website describes the company as a “global leader in gymnastics leotard, uniforms, and apparel.” The homepage of the company’s website features Lee, Olympic gold medalist Simone Biles and UCLA gymnast Jordan Chiles, who was named Breakthrough Athlete of the Year at the inaugural NIL Summit.
Last month, Florida’s Leanne Wong announced the first design of her own line of leotards, which feature her name in the middle of a bow, through her own partnership with GK Elite. Wong recently shared a video of numerous young gymnasts wearing them.
Other leotard and apparel companies have signed high-profile gymnasts to NIL deals.
Oregon State‘s Jade Carey, LSU’s Haleigh Bryant and Utah‘s Grace McCallum have signed NIL deals with OZONE Leotards. Florida’s Trinity Thomas signed with Quatro Gymnastics as part of a deal in which she agreed to teach choreography to two winners of a drawing. Michigan‘s Sierra Brooks and Auburn’s Derrian Gobourne have partnered with Salute Leos.
Similar to how NBA superstars often partner with shoe companies for widely popular sneakers, elite gymnasts can do the same with leotards. Both items, shoes and leotards, can be worn during competition.
Not every sport has a particular piece of clothing or apparel that can be customized and marketed for a specific athlete, and then mass produced in this fashion.
Gymnasts sign up for Fans Meet Idols
Thanks to the passing of several state laws that forced the NCAA’s hand in implementing its interim NIL policy in 2021, Olympians such as Suni Lee are able to both go to the Olympics and compete in college, while reaping the rewards of the marketing opportunities available from both.
She won the gold medal in all-around at the 2020 Summer Olympics in Tokyo, plus two other medals.
Lee, who has since appeared on “Dancing with the Stars” and who has 1.7 million Instagram followers, is one of the most famous college athletes across all sports. It’s probably not hyperbole to say there are young gymnasts from all over the world who look up to her.
This is the kind of following elite gymnasts can have.
Florida’s Thomas, Clapper and Nya Reed, Oklahoma‘s Ragan Smith, Kentucky‘s Raena Worley and Auburn’s Sophia Groth are among the athletes who have signed up for the marketplace Fans Meet Idols. Athletes can offer fans a variety of products and services, including merchandise, autographs, video calls and coaching advice.
Fans Meet Idols has the tagline “NIL lives here.”
The sport of gymnastics could arguably adopt it, too.
College gymnasts have partnered with major companies such as Amazon, Gatorade and Target, and many of their NIL deals match the ethos of their sport: they’re often creative and artistic.