Vol. 25 | November 14, 2024

Good Morning!

This week, we’re diving into the social media marketability of the top five Heisman candidates for this college football season, breaking down the top 5 highest-performing college basketball teams based on the Out2Win Score, and analyzing Armani’s elite sports marketing strategy.

— Jack Adler and Corey Bruno

 🏆 Breakdown: The Top Heisman Candidates Marketability

Led by the dynamic Travis Hunter, the top five Heisman candidates have proven themselves not only as dominant forces on the field, but also as influential figures in the world of social media.

Social Media Breakdown:

Travis Hunter | University of Colorado CB/WR

Social Media Statistics: 3.2M Total Followers, 8.5% Engagement Rate, 1.1M Avg. Reel Plays, 858K Avg. TikTok Views, 24% In-Season Follower Growth

Top Partnership: United Airlines | September 5th

Ashton Jeanty | Boise State University RB

Social Media Statistics: 710K Total Followers, 6.8% Engagement Rate, 368K Avg. Reel Plays, 717K Avg. TikTok Views, 2,638% In-Season Follower Growth

Top Partnership: Boise Cryotherapy | October 28th

Cam Ward | University of Miami QB

Social Media Statistics: 109K Total Followers, 12.8% Engagement Rate, 117K Avg. Reel Plays, 250% In-Season Follower Growth

Top Partnership: Adidas | October 23rd

Dillion Gabriel | University of Oregon QB

Social Media Statistics: 138K Total Followers, 28% Engagement Rate, 85K Avg. Reel Plays, 27K Avg. TikTok Views, 24% In-Season Follower Growth

Top Partnership: Beats by Dre | August 21st

Jaxson Dart | Ole Miss QB

Social Media Statistics: 236K Total Followers, 9.2% Engagement Rate, 131K Avg. Reel Plays, 324K Avg. TikTok Views, 83% In-Season Follower Growth

Top Partnership: Beats by Dre | August 21st

Top Performing Content:

This season, each of these candidates have attracted major NIL brand partnerships due to their outstanding performances on the field. Here are the top 3 performing partnerships on social media among these 5 college football superstars.

📊 Rankings: Top 5 Teams in College Basketball by O2W Score

Our Out2Win Score ranked the most marketable college basketball teams this season, with UConn Women’s Basketball claiming the top spot.

Here’s the breakdown of these five powerhouse programs as the season begins:

1. University of Connecticut Women’s Basketball | 91.4 O2W Score

Breakdown: UConn’s roster is headlined by superstar Paige Bueckers (99), supported by veteran Aubrey Griffin (93), and rising stars KK Arnold (93), Azzi Fudd (92), and Ice Brady (87), creating an unmatched powerhouse. UConn also boasts the top freshmen in women's basketball, with Morgan Cheli (86), Allie Ziebell (82), and Sarah Strong (80).

2. Duke Men’s Basketball | 83.8 O2W Score

Breakdown: Duke is led by generational freshman Cooper Flagg (94), joined by fellow newcomers Isaiah Evans (89) and Khaman Maluach (81), along with returning players Tyrese Proctor (78) and Caleb Foster (77), highlighting their youthful lineup ready to make a major impact on and off the court.

3. South Carolina Women’s Basketball | 82.8 O2W Score

Breakdown: Carolina boasts a well-rounded group of exceptional content creators who drive impactful NIL partnerships, including Chloe Kitts (87), Tessa Johnson (86), Milaysia Fulwiley (83), Tehina Pao-Pao (80), and Bree Hall (77), all showcasing the Gamecocks' influencer power.

4. North Carolina Men’s Basketball | 82.8 O2W Score

Breakdown: UNC Men’s Basketball is led by high-profile influencers Elliot Cadeau (92) and Ian Jackson (91), with Seth Trimble (82) driving strong engagement in third. Rounding out the top five is on-court star RJ Davis (79) and freshman Drake Powell (70).

5. USC Women’s Basketball | 81.8 O2W Score

Breakdown: National star Juju Watkins (97) leads the team with her incredible marketability and massive NIL influence. Freshman Kennedy Smith (82) follows behind, alongside starter Kiki Irafen (80). All-Pac-12 player Talia Van Oelhoffen (77) and Malia Samuels (73) round out this powerhouse roster.

Major School Sleepers This College Basketball Season

Looking to partner with a player from a big-name team, but don’t have the budget for top-tier stars? You’re not alone! Many brands on our platform have discovered college athletes from major programs that offer incredible value for the investment.

With our industry-leading data on over 200,000 athletes, you can quickly identify these hidden gems with just a few clicks.

Here are some of our favorite sleepers from these five teams to watch for this upcoming season:

Take advantage of our free trial to discover the athletes that can take your sports marketing strategy to the next level!

🔍 Pro vs. College: Who Executed Armani’s Campaign Better?

Partnership Breakdown:

Armani is entering this NIL season with a fresh sports marketing strategy, expanding beyond its traditional NBA focus to feature high-profile college athletes as brand representatives. Cam Ward, Caleb Love, and Issac Williams highlight their lead ambassadors with Cade Klubnik, Will Howard and Gabe Perreault also involved.

What do these athletes bring to Armanis brand?

Behind The Strategy:

Each of these athletes brings a distinct, strategically targeted demographic to the Armani brand, using precise timing to amplify their influence. While they all resonate with a primarily male audience, each connects with unique segments, ensuring maximum impact for the brand.

Cam Ward | Miami Football

Sponsored Content: 131K Reel Plays | Posted November 3rd
Reach: Predominantly 25-34 year old, Caucasian demographic
Timing: His standout season, coupled with his place in the Heisman race, has driven a 244% growth in followers this year.

Caleb Love | Arizona Basketball

Sponsored Content: 42K Reel Plays | Posted October 18th
Reach: Primarily 18-24 year old, African-American audience
Timing: As the college basketball season begins, he’s already one of the most followed players in the sport.

Isaac Williams | Texas A&M Corpus Christi Basketball

Sponsored Content: 159K Reel Plays | Posted October 28th
Reach: Over 60% of his followers between 18-24 years old
Timing: With his highly anticipated freshman season starting this month, Isaac has grown his Instagram following by over 20% this year.

Other Notable NIL Partners

Gabe Perreault, Boston College Hockey | Sponsored Performance: 2.4K Likes

Cade Klubnik, Clemson Football | Sponsored Performance: 6.3K Likes

Will Howard, Ohio State Football | Sponsored Performance: 7.3K Likes

Pro Athlete Partners:

Pro vs. College: Performance Comparisons

After analyzing the performance of each sponsored group, it’s clear that while pro athletes reached a broader audience with their larger followings, college athletes executed better engagement rates. This highlights the immense marketing power that college athletes bring to the table at a lower cost.

🎾 GOAT: How Rafael Nadal Retired on Top of Social Media

Rafael Nadal, widely regarded as one of the greatest tennis players of all time, retired this October. His on-court dominance was matched only by his global impact, particularly in the U.S. and his home country of Spain. To honor his legendary career, we’re taking a closer look at both his on-court achievements and off-court marketability.

Rise to #1:

From November 2019 to November 2024, Rafael Nadal saw an incredible 165% growth on Instagram, surpassing Serena Williams as the most-followed tennis player on the platform.

During this period, he not only captured two championships, but also expanded his brand through global projects, all while engaging audiences with his authentic personality.

Notable Social Media Partnerships This Year:

• Richard Mille | 20.4M Reel Plays
  Executional Breakdown: In this video, Rafa showcases his new collaboration with luxury watch brand Richard Mille, featuring stunning visuals of him wearing the watch during a match.

• Nike | 11.4M Reel Plays
  Executional Breakdown: Nike creates a viral marketing moment by illuminating the buildings of Brisbane with Nadal’s iconic logo, making a striking visual statement.

• Louis Vuitton | 8.4M Reel Plays
  Executional Breakdown: In this collaboration with Louis Vuitton, Nadal and Roger Federer reflect on the value of their designs with the company while sharing a moment together on a ski lift.

Legacy Looking Ahead

With the Rafa Nadal Academy expanding its global reach to over five countries, alongside building his own school in Spain and owning an E1 Series team, Rafa’s legacy is set to continue growing in both sports and social media long after his retirement.

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