NIL Playbook: Adapting to a Shifting Landscape
Good morning.
What a championship season it’s been! In addition to attending several NCAA championship matches in person, I also had time to catch up with the team at SponsorUnited recently. Below are some of the latest trends shared by SponsorUnited on the ever shifting NIL market.
It was encouraging to see the data points below which gives me a lot of confidence in the Brand Camp service we have been offering athletes since 2022.
A few NIL trends we are seeing:
Strategic shift towards quality over quantity. Brands are moving away from simply throwing money at a wide range of athletes; they're now laser-focused on deeper, more tailored partnerships that truly resonate.
Some sectors are surging, while others are pulling back. Tech brands are making major moves (a 29% increase in deals!) thanks to big plays like EA Sports' College Football 26, and non-alcoholic beverage companies are also expanding their NIL footprint (up 19%). On the flip side, we're witnessing a contraction in the retail and apparel categories. The apparel sector has seen a 20% drop in deals, with many brands exiting the space.
And who's dominating the NIL arena? Basketball stars, particularly women, continue to be a force, driving significant social media impact. 75% of the most engaging NIL sponsored posts were made by women. It's also becoming increasingly clear that authenticity reigns supreme.
“Show, don’t tell” brand integration on social: Casual, story-driven social posts with subtle branding are proving to be the most effective way to connect with fans. Humor, memes and pop culture references in captions have the highest engagement. In a close second are “casual and authentic tone” posts such as personal updates. Instagram is the market leader for NIL posts, with 69% of athletes using this channel. TikTok remains a largely untapped goldmine.
In May, I will be leading a live training for athletes. We will cover the exact playbook athletes need to be following in order to stand out and see those deals start to come in. For any of my college coach friends who are interested in signing up your team (for free), please reply to this email and we will get you setup.
Thank you and I hope you enjoyed this market update! If you found this helpful or have any feedback, I would greatly appreciate hearing from you.
Cejih
P.S. Nervous about missing upcoming news from CG Sports? Follow us on Instagram (@cgsportsco), Facebook (CG Sports Management), and, of course, our weekly newsletter.
Jack Dahlgren
Hot off the press: the latest edition of Jack Dahlgren’s newsletter! In this month’s newsletter, Jack recapped the final leg of his road trip with his fiancé (and their puppy), swimming at the West Pro Swim Series, visiting the Grand Canyon, and more.
Catch up with Jack’s travels and sign up to receive Jack’s next newsletter straight to your inbox.
Kieran Smith
Kieran Smith threw down some fast times in Indianapolis this past weekend at the 2025 Spring Sectionals. Kieran spent much of the meet trading wins with Aaron Shackell, claiming gold in the 200 back (1:57.32) and 400 free (3:47.82), along with a silver in the 200 free (1:47.20). The two ended the weekend with a tie in the men’s 100 free.
McKenzie Coan
McKenzie has joined NOW Foods as an official ambassador! She shared on her Instagram that “products and supplements help me fuel and recover from intense training, preparing me to compete at my best!”
Visit nowfoods.com to learn more about NOW Foods’ products and supplements, and use discount code “McKenzie” for 20% at checkout.
*These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, and cure or prevent any disease.
Social Media Posts You Should Be Making: Athlete Edition
Social media is a key component of marketing and how we consume information. However, marketing strategies should vary depending upon your role.
Over the years, we’ve worked with athletes, coaches, and teams to help them develop their brand and marketing strategies. This series will highlight successful strategies that work for the different groups (athletes vs. coaches vs. teams).
This week, we are covering successful posts that athletes should be making.
Training Posts: An athlete’s community is there to cheer you on! They enjoy seeing updates on meets and training, as well as your favorite recipes, so it is important to share these training tips/tricks.
McKenzie Coan combined vacation vibes with training, sharing photos in this postfrom a training session at the Lahaina Aquatic Center in Hawaii.
Insider Information: It’s a caring act when an athlete shares information about their sport. Taking that extra time to teach about the ins and outs of their gear, game, etc. shows their dedication to both their sport and their community.
2x Paralympian Jack Wallace has utilized his social media accounts to teach about his gear and answer questions about sled hockey.
Partnerships with Sponsors: It’s important to share the partnerships that you have. When you do, you’re not only prioritizing your relationship with sponsors, but also highlighting your values to your community.
In this post from Phoebe Bacon, she shared her love for cooking through her partnership with Wisconsin’s Pork Association. Bonus: we also all got an awesome pork taco recipe out of the collab!
The examples above are just that — examples. Athletes, engage your community and find what works for you.
Tune in next week for Part 2 of “Social Media Posts You Should Be Making!”
Colleen Young traded her racing suit for sneakers this past weekend, running Disney’s Springtime Surprise with her mom!
Sponsor Spotlight: DICK’S Sporting Goods
DICK’S Sporting Goods was born from the relentless work ethic of Dick Stack in 1948. Originally a bait-and-tackle shop, DICK’S Sporting Goods quickly expanded to include work clothes, sportswear, camping gear, picnic supplies, and more.
Today, the company continues to create confidence and excitement as they serve athletes and outdoor enthusiasts alike.
Shop online now to load up on baseball and softball essentials, grilling essentials, and more!
Champions Mojo, Episode #275: “Swimming Through Sorrow: Matt Mauser’s Path from Loss to Triumph”
"Swimming for me was huge therapy," Matt explains. When Matt lost his beloved wife Christina in the January 2020 helicopter crash that also claimed Kobe Bryant's life, his world shattered. Just weeks later, COVID lockdowns isolated him further as he faced the daunting challenge of raising three children alone. In this profoundly moving conversation, Matt reveals how he returned to swimming—a passion from his youth—as a form of therapy during his darkest days.
From the depths of unimaginable tragedy emerges a story of remarkable resilience, as Matt Mauser—musician, author, and masters swimmer and former NCAA All-American swimmer—shares his journey of rebuilding life after devastating loss.
Now, through his heartfelt memoir, Bittersweet Treasures, and the Christina Mauser Foundation (which has provided over $100,000 in scholarships to female athletes), Matt honors Christina's legacy while embracing a future filled with purpose. For anyone struggling with grief or seeking inspiration to overcome life's challenges, this conversation offers a roadmap to finding those "treasures" that make life worth living again.
Catch up on EVERY episode at ChampionsMojo.com.
Craving more from the Champion's Mojo team? Grab your copy of Kelly Palace's Take Your Mark, LEAD! on Amazon!
