THE WEEKLY REPORT

Good Morning!

Football season brought big brand investments in athlete marketing. This week, we’re spotlighting the brands that activated the most, CeraVe’s high-profile campaign with Paige Bueckers and Anthony Davis, and how Accelerator Active Energy is using athlete partnerships to fuel nationwide growth. Let’s get into it!

— Jack Adler and Nick Zoarski

The Brands That Dominated College Football Season

This football season, brands continued to pour into athlete marketing, leveraging NIL deals and strategic partnerships to tap into one of the most engaged audiences in sports. As college football viewership continues to rise, brands are recognizing the power of aligning with athletes to build authentic connections and drive awareness.

Top Brands and Their Impact:

• Hollister – Used NIL deals to tap into college athletes' influence, positioning itself as the go-to brand for casual wear among Gen Z.

• FedEx – Strengthened its presence in college football with high-profile sponsorships, reinforcing its brand within key regional markets.

• Allstate – Maintained its deep-rooted ties to the sport, featuring athletes in major campaigns and boosting engagement with football fans.

• Uber – Leveraged NIL deals to drive awareness for ride-sharing and Uber Eats, connecting with younger audiences through athlete partnerships.

• HeyDude – Capitalized on the lifestyle appeal of college athletes, using NIL to showcase its footwear as the perfect fit for student-athletes and fans alike.

Why the Growing Investment in College Football?

Brands are increasing their investment in college football marketing for one key reason: the sport is bigger than ever.

• Surging Viewership – College football has seen record-breaking ratings, with the 2023-24 season delivering some of the highest TV audiences in history. From primetime matchups to bowl games, viewership is at an all-time high, giving brands an unprecedented opportunity to reach millions of engaged fans.

• Expanded Playoff Format – The expansion of the College Football Playoff (CFP) brought more high-stakes games and generated even more fan interest and extended media exposure for brands involved in the sport.

• NIL Evolution – As NIL deals become more sophisticated, brands are shifting from one-off sponsorships to long-term athlete partnerships, driving sustained brand awareness and deeper consumer loyalty.

• Football’s Cultural Influence – College football is more than just a sport; it’s a cultural powerhouse. With massive student sections, alumni loyalty, and regional pride, brands see football as a gateway to building lasting connections with consumers.

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Paige Bueckers & Anthony Davis Lead VeraVe’s Bold Move into Haircare

CeraVe is making a bold move into haircare with its new "Head of CeraVe" campaign, featuring basketball stars Paige Bueckers and Anthony Davis, alongside Charli D’Amelio. The campaign spotlights the brand’s expansion into dermatologist-developed haircare, reinforcing the importance of scalp health in maintaining strong, healthy hair.

How CeraVe is Leveraging Athlete Marketing:

• Anthony Davis’ Personal Connection – Davis opened up about his own struggles with dandruff and how CeraVe’s products helped him, making his endorsement feel more authentic and relatable.

• Paige Bueckers’ Influence – As one of the most marketable college athletes, Bueckers brings a strong Gen Z following, helping CeraVe reach a younger audience.

• Athletes in Lifestyle Campaigns – The campaign moves beyond traditional sports marketing, integrating athletes into broader health and beauty conversations, appealing to both sports fans and everyday consumers.

• Humor + Education – The campaign uses a lighthearted approach to educate consumers about scalp health, with Davis, Bueckers, and D’Amelio humorously assuming their new “Head of CeraVe” roles.

Why This Campaign Matters

Brands are increasingly tapping into athlete influencers outside of sports sponsorships, proving that their influence extends beyond the court. CeraVe’s move into haircare highlights how athletes can seamlessly integrate into beauty, wellness, and lifestyle campaigns. Expect more brands to follow suit as athlete marketing continues to evolve.

👉 See how more beauty brands are using athlete marketing to win over consumers—click here to learn more.

Accelerator Active Energy’s Winning Playbook: Athlete Partnerships Driving Nationwide Growth

Accelerator Active Energy is making waves in the energy drink market by strategically leveraging athlete partnerships and localized marketing campaigns. By tapping into both national stars and regional influencers, the brand is building authentic connections with consumers and driving retail success.

How Accelerator is Leveraging Athlete Marketing:

• Big-Name Athlete Endorsements – Accelerator teamed up with Travis Kelce and Livvy Dunne for its "Cart Worthy" campaign, using humor and authenticity to showcase the brand’s zero sugar, natural caffeine formula.

• Regional Athlete Partnerships – Instead of relying solely on big-name sponsorships, Accelerator works with local athletes in key retail markets, ensuring their campaigns resonate with target consumers.

• Retail-Driven Strategy – By aligning athlete marketing with specific retail locations, Accelerator bridges the gap between digital engagement and in-store sales, driving product demand where it matters most.

• Expanding Brand Awareness – With a mix of social media activations, in-person events, and product placements, Accelerator ensures that its energy drink is not only seen but also trusted by athletes and their fans.

Why This Strategy Works

In today’s crowded beverage market, brands need more than just flashy campaigns—they need authenticity and relevance. Accelerator’s athlete-first approach taps into the deep connection between sports, performance, and energy, making it a natural fit for NIL partnerships. By combining national reach with localized execution, Accelerator is proving that athlete marketing isn’t just about visibility—it’s about driving real consumer action.

💡 Read the full story on Accelerator here.

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