Digital Marketing and Content Creation: How Does it Help College Athletes?

Over the past couple years, the passing of the Name, Image, Likeness (NIL) legislation has allowed for athletes all over the country to make money on themselves. This can include brand deals, endorsements, social media, and much more. The possibilities are endless when it comes to NIL.

Examples of an Athlete Using NIL

Now, how does digital marketing help to raise these athletes brand? First, it allows for users to see what they are about off the field, court, rink (their personality). This makes the user feel connected to the athlete without ever actually having an in-person interaction with them. For example, Livvy Dunne, a Senior gymnast at LSU, has made the most of the new NIL legislation, with an estimated $3.5 million earned annually. Her brand deals include Vuori Clothing, American Eagle, Sports Illustrated Swim Suit, and many more. Earning these deals did not only come from here performance on the mats, however. Her following on social media is enormous, with over 7.8 million followers on Tik Tok. Content creation has helped her secure these brand deals, as different companies can reach may different consumers while partnering with her.

Content Creation in College Sports

Content creation has grown exponentially over the past decade, with YouTube, Tik Tok, and many over social media platforms skyrocketing in new users. These new users have created a new market for businesses to enter, as they can sell and sponsor products on different social media platforms. Businesses will work with different content creators to promote different products. They have different options for paid search (sponsored items) and organic search (for you page, different hashtags) on these platforms. Athletes, such as Livvy, can promote different products on their page, gaining a commission off each click, sale, etc (whatever the contract entails).

College athletes now have the potential to profit off an industry that has neglected them for so long. Using different digital marketing strategies, such as content creation and SEO (Search Engine Optimization) will allow for these athletes to profit off their Name, Image, Likeness.