THE WEEKLY REPORT

Good Morning!

In this week’s edition we spotlight how brands are stepping up their game in athlete marketing. From JLab’s From the Lab to the Court campaign to KPMG’s strategic move into tennis with Jess Pegula, we’re seeing brands unlock new ways to connect through athletes. Plus, we explore the rapid rise of volleyball athletes on social media—a growing opportunity that brands can’t afford to ignore. Lets dive in!

— Jack Adler and Nick Zoarski

From the Lab to the Court: JLab’s NIL Playbook

JLab, a leader in personal audio technology, has launched “From the Lab to the Court,” a new NIL campaign for the 2024-25 college basketball season. The initiative spotlights both men’s and women’s college basketball players, highlighting their unique personalities and passions beyond the game.

Featured athletes include:

1. Hailey Van Lith - 92 O2W Score, 1.3M Followers, 11.56% Engagement Rate

2. Nolan Hickman - 71 O2W Score, 30K Followers, 10.77% Engagement Rate

3. Karoline Striplin - 60 O2W Score, 8K Followers, 9.07% Engagement Rate

4. Johnelle Davis - 68 O2W Score, 21K Followers, 15.56% Engagement Rate

But why did JLab choose these specific athletes? The answer lies in the data. These athletes’ audiences aren’t just large — they’re highly engaged and share key demographic traits that align with JLab’s target consumers. By tapping into athletes with the right audience fit, JLab ensures their NIL campaign reaches fans who are most likely to connect with the brand’s message and products.

This campaign offers fans an intimate look into these athletes’ lives, emphasizing how JLab’s products enhance their daily routines. This effort is part of JLab’s broader NIL program, which now includes 58 athletes across 17 Division 1 schools, spanning sports such as football, volleyball, and baseball.

To learn more about the campaign, check out our blog here:

KPMG Enters Tennis with Jessica Pegula Partnership

KPMG is making a game-changing move into tennis by partnering with world No. 6 Jessica Pegula. Known for their longstanding sponsorships in the PGA and LPGA, this marks KPMG’s first foray into tennis — and their first major partnership with a female tennis player. So, why tennis, and why now?

Why Tennis?

KPMG is making a game-changing move into tennis by partnering with world No. 6 Jessica Pegula. Known for their longstanding sponsorships in the PGA and LPGA, this marks KPMG’s first foray into tennis — and their first major partnership with a female tennis player. So, why tennis, and why now?

• C-Suite Appeal: The sport boasts a highly influential audience, including top executives and decision-makers — a perfect match for KPMG’s professional services.

• Global Reach: With tournaments spanning across continents, tennis provides KPMG with year-round visibility on a truly international stage.

• Advancing Women in Sports: This partnership continues KPMG’s focus on supporting female athletes, building on initiatives like the KPMG Women’s PGA Championship.

Why Jess Pegula?

Pegula isn’t just one of the world’s top-ranked tennis players — she’s a trailblazer on and off the court. In addition to her athletic success, she’s an entrepreneur and philanthropist, values that resonate with KPMG’s brand mission. Pegula represents leadership, excellence, and innovation, making her the perfect ambassador to promote KPMG’s commitment to empowering women in both sports and business.

This partnership signals a bold step for KPMG, entering the tennis arena with a focus on driving brand impact while championing female athletes on a global scale.

The Rise of Women’s College Volleyball 🏐📈

Women’s college volleyball is experiencing a surge in popularity, breaking viewership records and turning its athletes into social media powerhouses. This growth presents an untapped opportunity for brands to connect with highly engaged fans through dynamic and influential athletes.

Rising Viewership

Women’s college volleyball has never been more popular. The 2024 NCAA Volleyball season was a record-breaking success, with over 1.3 billion minutes viewed across ESPN platforms. The National Championship match drew 1.3 million viewers, making it one of the most-watched title games in history.

The sport’s growing fanbase is also reflected at the grassroots level, with high school volleyball participation at an all-time high — now the second-most popular sport for girls, surpassing basketball in nearly every state.

Athlete Influence on the Rise

As the sport grows, so does the influence of its athletes. As seen in the image above, players like Jess Mruzik (Penn State) and others are building massive social media followings, with TikTok and Instagram as key platforms. Many female volleyball players are seeing rapid growth in their digital audiences, which translates into increased NIL opportunities.

What This Means for Brands

Brands looking to engage Gen Z consumers — especially young women — should take note of volleyball’s rising popularity. The sport’s audience is loyal, engaged, and passionate, presenting an opportunity for brands to tap into a fast-growing community.

Volleyball players bring a unique blend of authenticity, athleticism, and influence that resonates with fans. By partnering with these athletes, brands can connect with a highly desirable demographic while supporting women in sports.

For brands, this isn’t just about aligning with a sport — it’s about aligning with a movement that’s only getting bigger.

Who are the most influential volleyball players? 👀🏐

Discover the rising stars of college volleyball and their growing influence on social media.

Use the Out2Win platform to find the athletes driving engagement and shaping the future of volleyball marketing.

👉 Check out the Out2Win Platform here.

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