CEO Stories with Drew Russell, Intersport

INFLUENCERS

The majority of deals for college athletes are as social media influencers, with deals typically worth a few thousand dollars as sponsors weigh just how influential these athletes can be. Sponsors include typical categories such as clothing, footwear, and sports drinks, but there’s also the chance for local businesses to tie themselves either to a hometown star or a school favorite, widening the pool of potential sponsors.

LEARNING OPPORTUNITIES

While athletes may be savvy about social media in general, they need to think about it differently now that they can monetize their NIL. They also have to learn how to negotiate, work with brands that align with their personal value, and think about what they want to be advocates for. The majority of college athletes won’t go professional, but these deals can give them a view into the world of sports and entertainment marketing.

ROI

Sponsors and athletes alike are weighing the benefits and it will take a couple of years for it all to shake out, Russell predicts. He says concerns about the downsides – athletes making poor choices; brands or athletes suffering reputation damage; college sports being “tainted” by commercialism – thus far have proven to be unfounded. And as a fan, Russell says his enjoyment of college games and admiration for the athletes are as strong as ever.