Athletes as Influencers: NIL Deals & Top-Performing Partnerships

The Rise of Athletes as Influencers

Learn more about how athletes are shaping the creator economy!

Athletes on Your Social Feed

Today, athletes aren’t just competing on the court or the field–they’re battling for the top spot on your social feed and the best brand partnership deals in the creator economy. The concept of athletes as influencers is nothing new to the social media space, but the method in which professional athletes are engaging with brands, diversifying their revenue streams, and building communities online has drastically changed. Now, with NIL regulations reshaping advertising and social media platforms amplifying athlete voices, we’re seeing a new era where performance meets profitability with the numbers to back it up!

Why Athletes Make Powerful Influencers

According to a report from The Business of Fashion, the global sports sponsorship market is expected to grow to $109.1 billion by 2030. Your favorite NBA and NFL players’ tunnel outfits make headlines in fashion magazines, but their cultural impact and trendsetting nature make them even more appealing to brands in this billion-dollar market. “When you look at how you measure success with a fashion influencer, you’re looking at engagement on social media, wanting to tap into youth audiences, and ultimately you want to sell product,” Kelly Hogarth, founder of branding agency Thelma Gwen, told Esquire. “When I was looking at the engagement on the average fashion influencer as opposed to a footballer, the footballer’s engagement rate was 500% more.” According to a study from Captiv8, college athletes outperformed standard influencers on social media, earning 1.2 times more engagement on Instagram, twice as much on TikTok, and an impressive 10 times more on Twitter. To brands, this high level of engagement communicates that athletes can drive significantly higher visibility, influence, and conversions with their partnerships, making them even more influential in the world of fashion and marketing overall.

Collaborating with athletes may also make brands more appealing to young audiences like Gen Z. According to the Financial Post, Gen Z social media users who enjoy consuming sports content prefer to do so online and via their sports idols’ social channels. Of all sports-related content, Gen Z users enjoy learning about athletes’ behind-the-scenes lives through vlogging and authentic content “It is not just the big metric of how many followers you have, it is how much do they care about you and your success,” Russell Reimer, the founder of Manifesto Sport Management, told the Financial Post. This type of authentic, behind-the-scenes storytelling content not only humanizes athletes but also allows brands to tap into the unique identities and shared interests that resonate deeply with fans. At the heart of an athlete’s social media influence is not the size of their following. Rather, it’s their high quality of content and strong ability to connect with younger audiences who play a growing role in the creator economy.

Another amazing benefit for brands looking to collaborate with athletes as influencers is the opportunity to collaborate across a wide spectrum of audiences and niches. College athletes and up-and-coming pros often have smaller yet highly engaged followings within niche sports and local fan bases. Micro-influencers are also especially powerful for brands looking to connect with Gen Z and campus-level audiences. On the other end of the spectrum, household sports names like Simone Biles and LeBron James bring massive reach, star power, and cross-industry appeal that can elevate a campaign to nationwide and even global degrees. This flexibility enables brands to tailor partnerships to fit specific objectives, from building trust and loyalty in tight-knit communities to driving mass awareness through a high-profile launch. In both cases, athletes’ relatability, performance-driven narratives, and cultural influence make them valuable partners for authentic storytelling and impactful brand alignment. Moreover, mid-sized athlete-influencers like Gianna Bullock and Emily Cole offer a powerful balance of reach and reliability, boasting high engagement rates and reputations as trusted voices within their communities without the high-ticket price of a mega-influencer or sports star.

The NIL Era: Monetizing Influence in College Sports

Check out the Top10 Highest-Paid College Athletes per Volt.

What are NIL Deals?

College athletes weren’t always able to monetize their talents. That changed in 2021, according to ESPN, when the NCAA revised its rules to allow students to earn money for their name, image, and likeness, hence the term “NIL.” This revision enabled athletes at the college level to monetize their personal brand, social media presence, public image, or athletic recognition. These NIL deals can take various forms, including the following:

• Sponsorships or endorsements
• Autograph signings or personal appearances
• Selling branded merchandise
• Starting their own business
• Monetizing their social media channels

According to ESPN, oversight of NIL deals is an overlap of school policies and state laws, with no uniform national standard. Schools often require athletes to report or get approval for deals and may restrict endorsements involving certain products. State laws, on the other hand, mainly aim to prevent NIL deals from being utilized as recruitment tools. Since the NCAA cannot enforce a consistent policy without risking antitrust violations, resulting in today’s growing pressure for federal legislation to create a unified framework across the United States.

How Do NIL Deals Impact the Creator Economy

Since the Supreme Court’s 2021 ruling, NIL deals have made a profound impact on the creator economy and how brands engage with athletes and their audiences. Within a year of the decision, more than 40% of varsity athletes at Texas Tech alone reported scoring brand sponsorships, according to a report from Digiday. Captiv8 data showcases that collegiate athletes exceeded typical industry benchmarks by at least seven times, with men’s basketball athletes standing out by overperforming them 11 times over. Fast Company reports that college NIL deal payouts are so high that athletes like UNC-Chapel Hill men’s basketball player Armando Bacot are opting to put off “going pro” since they’re earning more than the mid-six-figures range while completing their degrees. On the flip side, Volt reports that “more high schoolers with the talent to jump directly to pro sports are instead choosing to attend college, thanks to NIL.” Several of the highest-earning college athletes in NIL history, such as the University of Iowa’s Caitlyn Clark ($3.8M per year) and USC’s Bronny James ($5.9M at its peak), have recently gone pro, creating new opportunities for other college athletes and rising starts to earn big with NIL deals in 2025.

Top 10 Earning College Athlete-Influencers

The following are 10 of the highest projected earning NIL athletes in 2025, as per data from Volt.

1. Arch Manning ($6.7 million): Arch Manning, quarterback for the University of Texas Longhorns, comes from a celebrated football family as the grandson of Archie Manning and the nephew of Peyton and Eli Manning. His massive NIL portfolio includes collaborations with Panini America, EA Sports, Red Bull, and Uber.
2. Cooper Flagg ($5.9 million): Cooper Flagg is a highly recognized freshman basketball player at Duke University and a projected top pick in the 2025 NBA Draft. His notable NIL deals include partnerships with New Balance, Fanatics, Gatorade, and Cort Furniture, along with a collaboration with the official NIL Store for replica jersey sales.
3. AJ Dybantsa ($5.4 million): AJ Dybantsa, a highly ranked men’s basketball recruit headed to BYU, is already capitalizing on his significant earnings potential before playing his first college game. The projected future NBA star has already secured great NIL deals with top brands like Nike and Red Bull.
4. Livvy Dunne ($4.5 million): As a fifth-year senior star for the LSU gymnastics team, Livvy Dunne has uniquely built her NIL value through her strong social media engagement and massive following. Her numerous endorsement deals include partnerships with Naurtica, Body Armor, American Eagle, Forever 21, GrubHub, and Vuori. Check out our bio for Livvy Dunne as one of our Top 5 Athlete-Influencers in the Creator Economy to learn more about her amazing past collabs!
5. Carson Beck ($4.4 million): Carson Beck, a star quarterback who transferred to the University of Miami for his final college season after playing for the Georgia Bulldogs, is a celebrated figure in US college football. His NIL portfolio includes numerous endorsements from brands like Powerade, Beats by Dre, Leaf Trading Cards, Chipotle, and Zero FG Energy.
6. Jeremiah Smith ($4.2 million): Jeremiah Smith, a standout sophomore wide receiver for Ohio State and a Heisman Trophy contender, established himself as one of the nation’s best athletes in his debut college football season. His current NIL Deals include partnerships with the Ohio State 1870 Society, Lululemon, Battle Sports, American Eagle, and Nintendo.
7. DJ Lagway ($3.6 million): DJ Lagway, a freshman quarterback who sparked a turnaround for the University of Florida in its 2024 season, is a key player for the college football team. His NIL partnerships include deals facilitated by personal-branded merchandise sales, as well as collaborations with top brands like Nintendo, Gatorade, Hey Dude, and Pepsi.
8. Bryce Underwood ($3.2 million): According to Volt, the University of Michigan won a competitive recruitment for Bryce Underwood, the top-ranked high school quarterback in the nation, reportedly offering him an NIL package valued at up to $12M over four years. Even before his freshman college football season, Underwood has established sponsorship deals with Quity Sports, P3 Sport Science, Barstool Sports, and Hollister.
9. Mark Sears ($2.6 million): Mark Sears, a senior point guard and standout player for the University of Alabama basketball team, has been instrumental in their strong performance this past season. A finalist for the Bob Cousy Award, Sears has NIL partnerships with Athlete’s Thread, Powerade, Starbucks, New Era, Beats by Dre, and Yea Alabama.
10. RJ Davis ($2.5 million): RJ Davis, a celebrated athlete for the North Carolina Tar Heels since 2020, is now the experienced leader of their men’s basketball team. His extensive NIL portfolio features partnerships with major brands, including JBL Audio, Hanes, Wingstop, Keurig, Reebok, and Marriott.

Top 5 Athlete-Influencers in the Creator Economy

Jared McCain

1. Jared McCain

Who is Jared McCain?: Jared McCain is a dynamic NBA rookie guard for the Philadelphia 76ers, known for his standout scoring record and playmaking abilities following his collegiate career at Duke. Beyond the court, he has cultivated a significant social media presence through fun behind-the-scenes basketball content, lifestyle vlogs, and participation in top TikTok trends.

What brands has Jared McCain partnered with?: One of Jared McCain’s top brand partnerships is his ambassadorship with Sally Hansen, which aligns with his iconic painted nails for gameday and personal expression. Other brand partners include Skims, Dove Men+Care, American Eagle Outfitters, Champs Sports, RECOVER 180, and Celsius.

Suni Lee

2. Sunisa “Suni” Lee

Who is Suni Lee?: Sunisa “Suni” Lee is a decorated American artistic gymnast and two-time Olympic gold medalist with countless other Olympic and World Championship titles. On Instagram and TikTok, Suni loves to share realistic GRWM videos, fun vlogs, dancing trends, and other entertaining content with her fans.

What brands has Suni Lee partnered with?: Suni Lee commonly partners with big-name lifestyle, fashion, and personal care brands. Some of her top ambassadorships and collaborations include those with Amazon, Batiste, CLIF Bars, Crocs, GK Elite, Kiss Nails, L’Oréal, LoveShackFancy, Marriott, PrettyLittleThing, Skims, Target, Free People, HOKA, and Lululemon.

Livvy Dunne

3. Olivia “Livvy” Dunne

Who is Livvy Dunne?: Olivia “Livvy” Dunne is a prominent American athlete-influencer and former artistic gymnast for the LSU Tigers. With millions of followers across her social channels, Livvy loves to share an inside look into her day-to-day lifestyle, gymnastics content, modelling photoshoots, and business ventures.

What brands has Livvy Dunne partnered with?: Livvy has partnered with a ton of brands across diverse industries, including Vuori, American Eagle Outfitters, Motorola, Accelerator Active Energy, Nautica, Crocs, Passes, Leaf Training Cards, and Body Armor. Livvy is also a co-owner of W, influencer Jake Paul’s men’s care brand.

JuJu Watkins

4. JuJu Watkins

Who is JuJu Watkins?: JuJu Watkins is one of the most decorated collegiate athletes in women’s basketball, known for her phenomenal talent as a guard for the USC Trojans. On social media, JuJu shares an inside look at her college basketball career, recent partnerships, and adventures in her hometown of Los Angeles.

What brands has JuJu Watkins partnered with?: JuJu Watkins is not only a star on the court, but also in sports marketing and the athletic space in the creator economy. Some of JuJu’s most notable partnerships include her work with Nike, NYX Cosmetics, United Airlines, State Farm, Walmart, Funko, Gatorade, NerdWallet, Mondelēz, Celsius, Taco Bell, Wells Fargo, Cash App, Fanatics, and Degree Deodorant.

Ilona Maher

5. Ilona Maher

Who is Ilona Maher?: Ilona Maher, Team USA athlete, is an accomplished American rugby sevens player, known for her powerful presence on the field and her engaging personality off of it. Her authentic and humorous social media content has amassed millions of engaged followers across platforms like TikTok and Instagram.

What brands has Ilona Maher partnered with?: Following Ilona’s viral Olympics-focused content series, the celebrated athlete began expanding her brand sponsorships portfolio. Some of her top partnerships include those with Adidas, Toyota, Cabot Creamery, Secret, Orgain, and Paula’s Choice.

Athlete & Sports Influencer Marketing Case Studies

Skims’ collaboration with the WNBA aligned perfectly with the rise of women’s basketball!

Skims x WNBA Athletes

In a landmark move that underscored the rising cultural power of women’s basketball, Skims launched its first-ever campaign featuring WNBA athletes ahead of the 2024 season. The Campaign starred rookie Cameron Brink, retired WNBA legend and Adidas executive Candace Parker, as well as stars Kelsey Plum, Skylar Diggins-Smith, and DiJonai Carrington. Styled in Skims’ signature underwear and accessorized with heels, rhinestone jewelry, and basketballs, the campaign imagery played with classic American pin-up aesthetics, portraying the athletes as powerful and unapologetically confident.

Skims’ campaign in partnership with WNBA athletes was more than a product showcase, it marked Skims’ intentional shift towards embracing the cultural influence of women’s sports. “It is a reflection of the growing power of the women’s game and the star appeal that has been brought to the game by the new class of draft picks, who are more aware than ever of the leverage that comes from personal branding — and associated relationships with the fashion world,” shared Vanessa Friedman, Fashion Director and Chief Fashion Critic for The New York Times. Moreover, Skims’ collaboration with the WNBA reflects a broader trend of brands aligning with athletes, with the viral intimates and loungewear brand rooting itself at the intersection of culture, sports, and style.

Nike’s “Winning Isn’t For Everyone” Campaign

In summer 2024, Nike launched “Winning Isn’t For Everyone,” a bold, globally moving campaign that redefined how competitive ambition is portrayed in greater sports marketing. Timed with the Olympic season, the campaign featured a star-studded cast of Nike Athletes, including LeBron James, Giannis Antetokounmpo, Sha’Carri Richardson, Serena Williams, and Jakon Ingebrigtsen. “This is about celebrating the voice of the athlete,” shared Nicole Graham, Chief Marketing Officer at NIKE, Inc. “It’s a story about what it takes to be the best. The legacies that have yet to be shaped. And the dreams that will be made real. It reminds the world that there’s nothing wrong with wanting to win.” Through sleek visuals and episodic digital storytelling, Nike connected deeply with Gen Z’s craving for authenticity and high-impact, motivational content.

The inspirational campaign also underscored Nike’s strategic use of athletes as powerful influencers. Rather than just highlighting on-field performance, Nike spotlighted the mindset and personal drive behind each athlete’s journey using direct quotes and emotional storytelling for relatability. “Nike’s story starts with the athlete story. It always has. And it always will,” added Graham. “Winning Isn’t for Everyone’ shows that anyone can be a winner, if they are willing to do what it takes.” By amplifying voices like track and field legend Sha’Carri Richardson and NBA rookie Victor Wembanyama, Nike turned its roster of partners into lifestyle influencers whose reach extended beyond sports. The campaign not only strengthened Nike’s brand identity but also demonstrated how athletes’ personal brands can fuel cultural relevance and consumer engagement.

Meet “Weekend Warriors” With Champs

One of the earliest examples of effective athlete influencer marketing in the NIL era, Champs Sports’ “Weekend Warriors” campaign set a strong benchmark for brands looking to build authentic, high-impact partnerships with student athletes. Launched in 2021, the initiative marked a strategic pivot from generic lifestyle content to performance-driven storytelling, helping Champs connect with a core audience of 16 to 34-year-olds who identified with the “weekend warrior” ethos, as per Later. Through four campaign activations spanning TikTok, Reels, and Instagram Stories, Champs teamed up with athlete influencers whose content resonated with both authenticity and aspiration.

Champs Sports focused on curating a roster of creators aligned not just demographically, but culturally and creatively the brand. Rather than relying on traditional lifestyle influencers, the brand prioritized student athletes and fitness-focused creators, such as Mo Adams, known for high engagement and premium content production. These athlete influencers embodied the motivated, community-driven brand identity of Champs, and the results spoke for themselves! According to Later, Champs’ “Weekend Warriors” campaign achieved the following stats:

• 91 Total Pieces of Content
• 3M+ Total Impressions
• 353K+ Total Engagements
• Average Engagement Rate of 11.8%

Champs’ dynamic campaign remains a standout case study in how sports brands can authentically engage younger audiences through athlete-led influencer marketing.

Key Tips for Brands Who Want to Work with Athlete-Influencers

1. Prioritize Authentic Alignment Over Follower Count

Athlete-influencers connect with their audience through authenticity and performance credibility, not just polished content. Make sure to choose athletes whose values, background, and community genuinely align with your brand. “For those athletes that align with the right, natural and authentic partners, and carve a relevant, ideally long-term role – then the trust and familiarity build for all,” Toan Ravenscroft, MD at M&C Saatchi Sport & Entertainment, shared with LBB Online. “The ability of athletes to utilize their own social media channels to reach fans and tell their own stories makes them highly powerful.” This value-driven strategy will ultimately lead to stronger engagement and more meaningful results than working with a mega-influencer who lacks connection in your niche.

2. Leverage Their Niche and Built-In Community

Whether it’s college athletes with regional fan bases or Olympians with global recognition, professional athletes bring highly targeted and loyal communities. Sports fandom, school pride, and personal storytelling create a deeper bond with followers, often leading to a higher conversion rate, especially on platforms like TikTok, where Gen Z engages with BTS content and relatability.

3. Think Beyond the Game

Top-performing partnerships showcase athletes as full people, highlighting their lives, routines, passions, and even fashion sense off the field or court. “Fans want to connect directly with athletes on social, bypassing leagues and teams,” Greenfly CMO Tom Kuhr told Sports Pro. “When athletes are authentic and relatable, they’re able to connect more deeply with fans and followers.” Utilizing storytelling that goes beyond the game can be an effective strategy for brands to introduce athlete-influencers in lifestyle, wellness, education, and entertainment verticals and thus help them cultivate a more individual persona apart from their professional sports teams.

4. Invest Early in Rising Stars

Emerging athletes, especially women and college athletes, often deliver better engagement than traditional influencers. For instance, a Reel from Athleta’s “Power of She” campaign celebrating female athletes outperformed the brand’s competitor Lululemon by over 570%, according to PR Week. The Women’s Olympic Sports Score also revealed that female college athletes had the highest audience engagement, achieving an impressive 5.18% engagement rate on X. Moreover, rising stars are more accessible, cost-effective, and open to building long-term partnerships. Early collaborations with the next Caitlin Clark or Angel Reese can pay off exponentially for brands and their followings and platforms continue to grow.

5. Leverage Long-Term Partnerships and Ambassadorships

Last but not least, brands should prioritize long-term partnerships with athlete influencers, not just one-off campaigns. Like with all influencer marketing campaigns, fans can quickly detect inauthenticity in advertising. “Don’t underestimate their audiences, they have likely been following your talent for a while, so anything inauthentic will be easily recognisable to them,” Aoife Moran, sports marketing lead EU at TikTok, told LBB Online. “Credibility is built through consistency and this needs to be done over a period of time in order to have an impact.” Long-term partnerships communicate to users that a star athlete genuinely supports your brand and vice versa. Repetition builds trust and recall, key ingredients in converting your audience’s interest into real sales.

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