Leveling the Playing Field: Why INCLUSIVE NIL Strategies are the Future of Sports Marketing

The world of college sports has undergone a seismic shift with the advent of Name, Image, and Likeness (NIL) deals. While this change has ushered in exciting opportunities for student-athletes to monetize their personal brands, a concerning trend has emerged. Brands, advertisers, and sponsors are laser-focused on "rockstar" athletes with massive social media followings, leaving the majority of college athletes on the sidelines. This approach not only fosters a sense of inequality within teams but also misses the immense potential of a truly inclusive NIL strategy.

Currently, the dominant narrative in NIL is centered on one-off deals with athletes who are already in the spotlight. These athletes, often with hundreds of thousands of followers across various platforms, are seen as the golden ticket to reaching a young and engaged demographic. However, this narrow focus neglects the vast majority of student-athletes who, while not social media giants, still hold significant influence within their communities and possess unique stories to tell.

Imagine a college football team where only the star quarterback gets lucrative NIL deals, while the offensive linemen, who protect him every game, receive nothing. This disparity creates a sense of unfairness and can erode team cohesion. In order to cultivate a culture where all athletes feel valued and empowered, brands need to adopt a more holistic and inclusive approach to NIL.

Chipotle, the popular fast-casual restaurant chain, is leading the way in this regard. Their partnership with The Ohio State University provides free meals to approximately 1,000 athletes across all sports, demonstrating a commitment to supporting the entire athletic program, not just the biggest names. This strategy not only fosters a sense of community and shared value but also aligns with Chipotle's brand image of promoting healthy and accessible food.

Inspired by Chipotle's forward-thinking approach, here are five other fast-food companies that could leverage inclusive NIL strategies to connect with a wider audience and strengthen their brand image:

1. Subway: Known for its customizable sandwiches and commitment to fresh ingredients, Subway could partner with universities to offer student-athletes personalized meal plans tailored to their specific dietary needs and training regimens. This would not only provide valuable nutritional support but also resonate with health-conscious consumers.

2. McDonald's: As a global icon with a strong community presence, McDonald's could launch a "McScholar Athlete" program that recognizes and rewards student-athletes for their academic achievements alongside their athletic prowess. This initiative would reinforce the importance of education and highlight McDonald's commitment to supporting well-rounded individuals.

3. Starbucks: With its focus on community and connection, Starbucks could create a "Student Athlete Lounge" at universities, offering a dedicated space for athletes to study, relax, and connect with each other. This would provide a valuable resource for student-athletes and position Starbucks as a brand that supports their overall well-being.

4. Domino's: Leveraging its expertise in delivery and convenience, Domino's could partner with universities to provide late-night study snacks or post-game meals to student-athletes, recognizing the demanding schedules they often face. This initiative would demonstrate Domino's understanding of the unique challenges faced by student-athletes and position them as a supportive partner.

5. Wendy's: Known for its witty social media presence and engagement with younger audiences, Wendy's could launch a "Roast & Toast" campaign where student-athletes across different sports engage in lighthearted roasts and tributes to each other on social media. This campaign would generate buzz, showcase the personalities of various athletes, and align with Wendy's playful brand image.

Fostering a Sense of Shared Value and Belonging:

While the current NIL landscape often prioritizes individual star power, a more inclusive approach offers significant advantages. Beyond the immediate benefits to individual athletes, inclusive NIL strategies can positively influence the entire athletic program. By fostering a sense of shared value and belonging, these strategies can boost team morale, attract a wider range of recruits, and improve athlete retention rates, ultimately contributing to a stronger and more unified team.

• Team Morale: When all athletes feel valued and supported by the program, regardless of their social media following or on-field success, it creates a more positive and unified team environment. This sense of camaraderie can boost morale, leading to improved teamwork and a stronger sense of collective purpose.
• Recruiting: Prospective recruits are more likely to be attracted to programs that demonstrate a commitment to supporting all their athletes, not just the stars. Inclusive NIL strategies can be a powerful recruiting tool, showcasing a program's dedication to fostering a fair and equitable environment for everyone.
• Retention: Athletes who feel appreciated and invested in are less likely to transfer to other programs. Inclusive NIL deals can contribute to a sense of loyalty and belonging, increasing athlete retention rates and building a stronger, more stable program.

By embracing inclusive NIL strategies, these fast-food companies, and indeed any brand, can unlock a wealth of untapped potential. Not only can they reach a wider audience and strengthen their brand image, but they can also contribute to a more equitable and supportive environment for all student-athletes. It's time to move beyond the star-athlete obsession and recognize the value that every athlete brings to the table. The future of NIL lies in inclusivity, and brands that embrace this philosophy will reap the rewards both on and off the field.