Nike has always been a leader in athlete endorsements, and its NIL strategy only strengthens that reputation. The brand has landed major deals with stars like Bronny James, Caitlin Clark, Travis Hunter, and Shedeur Sanders. These partnerships span basketball, football, and track and field, ensuring Nike’s presence in multiple sports.
Adidas has made a big move in the world of NIL deals. They launched a program that includes 109 Division I schools, giving thousands of athletes the chance to earn money as brand ambassadors. This initiative has positioned Adidas as a major player in collegiate sports sponsorships, particularly benefiting athletes at Kansas, Miami, and Arizona State.
Gatorade has smartly made itself a top player in NIL deals. The brand targets athletes with high performance and endurance in sports like basketball, football, soccer, and track & field.
The audio software company is turning up the volume on its NIL game. The audio giant recently launched its new “Beats Elite” campaign, featuring 11 exceptional college football stars. Big names like Jalen Milroe, Carson Beck, and Shedeur Sanders lead the charge.
The popular Aussie energy drink brand, Red Bull, has made a big move in the NIL space by signing Texas quarterback Arch Manning to a historic multi-year deal. This deal makes Manning one of the highest earners in college football, with his NIL valuation reaching $6.6 million.
Celsius Holdings may not sign direct NIL deals, but the brand knows how to stay in the game. Instead of traditional sponsorships, it uses clever marketing to boost visibility and connect with athletes who promote healthy, active lifestyles. Their “Essential Six” campaign has helped the brand become a major player in athlete sponsorships.
Nautica is growing its presence in the NIL world, featuring LSU gymnast Livvy Dunne and Missouri wide receiver Luther Burden III in its Fall 2024 “New Legends” campaign. Dunne, one of the highest-paid female college athletes, has an impressive NIL valuation of $3.4 million.
