THE WEEKLY REPORT

Good Morning!

Happy New Year! 2024 marked a groundbreaking year for athlete marketing, with NIL continuing to reshape brand partnerships and athletes expanding their influence far beyond the field. As we look ahead, the momentum shows no signs of slowing down—brands and athletes are more connected than ever, setting the stage for an even bigger 2025.

This week, we’re diving into the top 5 brands driving the highest sponsored engagement from athletes in 2024, spotlighting brands capitalizing on the College Football Playoff buzz, and unveiling our ‘Out2Win Wrapped’ — a year-in-review of the 2024 college athlete influencer landscape.

— Jack Adler and Nick Zoarski

The Brands That Won Big in Athlete Marketing for 2024 🏆

Athlete-driven brand partnerships surged in 2024, with engagement from sponsored posts up significantly compared to 2023. We’re spotlighting the top 5 brands that led the way, generating the highest engagement through athlete partnerships — a mix of established players and new entrants making waves. These brands didn’t just show up; they delivered big results in a record-breaking year.

EA Sports College Football

EA Sports College Football 25 made a triumphant return in 2024, generating 2.2 million engagements across 231 sponsored posts. Their strategy centered on leveraging athlete partnerships to create authentic connections with fans, exemplified by their 'GEN / EA SPORTS' program, which collaborates with emerging athletes to co-create content and engage audiences.

Additionally, EA Sports integrated branding into natural gameplay moments, enhancing the immersive experience for players and fans alike. This comprehensive approach not only revitalized a beloved franchise but also set new standards for athlete-driven marketing in the gaming industry.

Macy’s

Macy's achieved 1.1 million engagements across 65 athlete-sponsored posts in 2024, reflecting its strategic shift towards influencer collaborations to connect with younger audiences.

Notably, the launch of their private label brand, On 34th, saw a tenfold increase in influencer partnerships, engaging 56 influencers to enhance brand visibility and appeal. This approach underscores Macy's commitment to modernizing its marketing efforts and resonating with a diverse consumer base.

Nautica

Nautica achieved 1 million engagements across just 11 athlete-sponsored posts in 2024, a testament to the influence of their brand ambassador, Olivia "Livvy" Dunne. A decorated collegiate gymnast and social media powerhouse with over 13 million followers, Dunne's collaboration with Nautica, announced in February 2024, has been pivotal in revitalizing the brand's appeal among younger, fashion-conscious consumers.

Dunne's authentic representation of Nautica's women's sportswear line has seamlessly merged her athletic lifestyle with the brand's ethos, resonating deeply with her extensive follower base. This strategic partnership underscores the significant impact that well-aligned athlete endorsements can have on brand engagement and consumer perception.

Freddy’s Frozen Custard & Steakburgers

Freddy's Frozen Custard & Steakburgers garnered 902,000 engagements from 31 athlete-sponsored posts in 2024, reflecting the effectiveness of their targeted NIL partnerships. By collaborating with 12 collegiate athletes across various sports and universities, Freddy's leveraged the athletes' social media platforms to share personal endorsements of their favorite menu items, enhancing brand visibility and engagement.

This strategic approach not only amplified Freddy's presence among diverse collegiate fan bases but also reinforced the brand's connection to sports and community, contributing to significant engagement metrics.

Android

Android achieved 877,000 engagements from just four athlete-sponsored posts in 2024, demonstrating the power of strategic, high-impact collaborations. By partnering with prominent athletes during major events like the Paris 2024 Olympics, Android effectively showcased its technology's role in capturing and sharing unforgettable moments. For instance, during the Olympics, athletes were provided with devices to document their experiences, seamlessly integrating Android's products into the global sports narrative.

This approach not only highlighted Android's commitment to enhancing user experiences through cutting-edge technology but also leveraged the athletes' influence to reach a broader, engaged audience.

Curious which brands led the charge in athlete marketing for 2024?

Check out the full list!

Brands Riding the College Football Playoff Wave 🏈

The inaugural 12-team College Football Playoff has electrified the sports landscape, delivering impressive viewership numbers and capturing nationwide attention. The quarterfinals averaged 16.9 million viewers, marking a 59% increase from the first-round games. Notably, the Rose Bowl clash between Ohio State and Oregon drew 21.1 million viewers, underscoring the heightened interest and excitement surrounding the expanded playoff format.

Stanley Continues Athlete Marketing Domination

Stanley took full advantage of the College Football Playoff buzz by partnering with key athletes in high-stakes games. Ahead of the Allstate Sugar Bowl, they teamed up with Riley Leonard and Jeremiyah Love, who showcased Stanley drinkware in their game-day routines and social content. For the Rose Bowl, they partnered with Dillon Gabriel and Tez Johnson from Oregon, featuring Stanley products during workouts and pre-game rituals.

By embedding their drinkware into athletes' personal routines, Stanley made their products a natural part of the playoff story. Their strategy focused on authenticity and fan connection — turning moments on the field into impactful marketing off the field.

Kane Footwear’s NIL Campaign: “It’s Playoff Time”

Kane Footwear partnered with top athletes like Denzel Burke, Ryan Wingo, and Colin Simmons to tap into College Football Playoff hype. Their social posts featured the tagline “It’s Playoff Time”, positioning Kane’s Revive recovery shoe as essential for staying at peak performance during high-stakes moments.

The campaign emphasized recovery as a critical part of playoff preparation, making Kane’s footwear synonymous with performing at your best when it matters most. By tying their product to big-game readiness, Kane delivered a timely, impactful message to fans and athletes alike.

2024 Out2Win Wrapped: The Year in Athlete Marketing 📊

Most Followed College Athletes on Instagram

The top five most followed college athletes on Instagram this year are Olivia Dunne, Mikey Williams, Shedeur Sanders, Paige Bueckers, and Flau'Jae Johnson — a group that has mastered audience engagement beyond their sport.

What sets these athletes apart is their ability to connect through diverse media channels. From Instagram Reels and behind-the-scenes content to podcasts and personal brand storytelling, they’ve built loyal followings by showcasing more than just their on-court talent. Their multi-platform approach has made them invaluable to brands looking for authentic, year-round connections with fans.

Most Followed College Athletes on TikTok

TikTok continues to be a powerhouse platform for athletes to grow their personal brands, and the top five most followed athletes — Olivia Dunne, Haley Cavinder, Hanna Cavinder, Sam Hurley, and Shaqir O'Neal — have mastered the art of video content.

These athletes thrive by creating engaging, short-form content that resonates with fans beyond sports highlights. Whether it’s behind-the-scenes training, lifestyle content, or viral trends, they’ve built massive followings by showing their personalities and everyday lives in relatable ways. Their ability to connect with fans through authentic storytelling and consistent posting has made them go-to partners for brands looking to reach younger, highly engaged audiences on TikTok.

LSU Athletics: A NIL Powerhouse

LSU has become a leader in the NIL era, driven by star athletes like Olivia Dunne, Flau'jae Johnson, and Angel Reese. Dunne, one of the most followed athletes on social media, has landed major deals with brands like Reebok, while Flau'jae, a dual-sport athlete and rapper, signed with Roc Nation. Reese’s success on and off the court has further boosted LSU’s NIL profile.

The university’s rise in marketability is highlighted in the Amazon docuseries “The Money Game”, which follows LSU athletes navigating NIL deals and balancing their careers. With a combination of high-profile athletes and strong media presence, LSU has set a benchmark for NIL success in college sports.

Curious which universities topped the list for marketability in 2024?

Check out the top 5 on our Linkedin!

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