MAKE AN IMPACT IN NIL
The dynamic growth and evolution of name, image, and likeness (NIL) continues to reshape the landscape of college athletics. Learfield is the front door to college athletics, including every aspect of NIL deal-making. It represents the marketing and sponsorship rights of over 160 college properties to offer integrated college logos and intellectual property with student-athlete activations and influencer marketing campaigns to its 12K+ brand partners.
“Learfield is the authority on NIL deal-making. We sit at the center of the industry, connecting brand partners with student-athletes, telling their stories through original content, and raising the bar for NIL opportunities in college athletics.”
Kim Damron
Learfield, President, Sports Properties
Stats
105
with NIL Deals
+40%
Properties
500+
Sponsorships
Include NIL
+100%
Year-Over-Year
(2023 - 2024)
2K +
Student-Athletes
Participated in Learfield NIL Sponsorships
+100%
Year-Over-Year
(2023 - 2024)
43%
Female
Student-Athletes Across All Deals
(2023 - 2024)
57%
Male
Student-Athletes Across All Deals
(2023 - 2024)
$13.6M
Cash + Trade Value Earned by Student-Athletes from Learfield NIL Sponsorships
+70%
Year-Over-Year
(2023 - 2024)
$3K
Median NIL Deal Size per Activity (i.e., Social Post, Appearance, etc.)
+50%
Year-Over-Year
(2023 - 2024)
College Fan NIL Sentiment
Name, Image, and Likeness (NIL) is one of the hottest trends in college athletics. Many brand partners are enhancing their marketing efforts by aligning themselves with student-athlete influencers, which is most impactful when those student-athletes wear team jerseys or gear.
Brand partners see strong results on key performance indicators for sponsorship campaigns incorporating real NIL - well above the baseline without it.
Sponsorship Recognition Impact*
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Brand
Awareness
Brand
Consideration
Positive Brand
Impression
Brand Regard
(Higher)
Purchase Intent
(Higher)
1.29
1.39
2.04
1.66
1.65
With Real NIL Assets
Baseline Index
*Source: Learfield 2024 Sponsorship Survey
College Fan NIL Sentiment Survey
We asked over 10K college fans across multiple schools three questions, analyzed their responses, and generated insights based on fan segments. The results demonstrate strong support for NIL opportunities among college sports fans. It also indicates a positive impact on recognition and purchase intent when incorporating school intellectual property (IP) into brand partner campaigns featuring student-athletes.
Survey Questions
I support the payment of student-athletes by brands through Name, Image, and Likeness (NIL).
I would be more likely to buy a product or service from a brand endorsed by a student-athlete I like.
I would recognize a student-athlete I like if they are wearing their school's uniform or branded clothing.
NIL Fan Sentiment by Households with Children vs. Households without Children*
NO CHILDREN
41%
YES
CHILDREN
45%
YES
NO CHILDREN
54%
YES
CHILDREN
65%
YES
Support NIL
Likely To Buy
There is a strong link between households with children supporting NIL and their likelihood to purchase products endorsed by student-athletes.
*Source: Learfield 2024 Sponsorship Survey
NIL Fan Sentiment by Household Income*
Under $50k
$50k-$100k
$100k-$150k
$150k-$200k
$200k-$250k
$250k-$300k
$300k+
43%
61%
60%
49%
46%
59%
58%
45%
45%
60%
59%
44%
50%
Support NIL
Likely To Buy
65%
Fan sentiment by household income and likelihood to purchase products is evenly distributed, attracting a diverse consumer base interested in buying products and services endorsed by student-athletes.
*Source: Learfield 2024 Sponsorship Survey
57%
20%
23%
42%
38%
20%
81%
16%
4%
NIL Survey Results*
Strongly Agree/Agree
Neutral
Disagree/Strongly Disagree
Support NIL
Likely to Buy
Recognize Athlete
*Source: Learfield 2024 Sponsorship Survey
NIL Fan Sentiment by Age*
65+
55-64
45-54
35-44
25-34
18-24
76%
50%
87%
79%
53%
85%
67%
45%
85%
59%
42%
83%
49%
39%
78%
42%
37%
75%
Support NIL
Likely To Buy
Recognize Athletes
Social media components are crucial to many NIL campaigns, as younger audiences consume social media at higher rates and express the most positive sentiment. NIL campaigns include assets to reach this demographic effectively.
*Source: Learfield 2024 Sponsorship Survey
NIL Fan Sentiment by Families vs. Single Households
SINGLE
41%
NO
FAMILIES
45%
YES
SINGLE
54%
NO
FAMILIES
65%
YES
Support NIL
Likely To Buy
There is a positive correlation between fans with kids in the household who also support NIL and are likely to buy products endorsed by NIL.
NIL Support by Top Fan Profiles
Trendy
Urbanites
68%
Big City
Affluent
64%
Cost Conscious Young Families
60%
Metropolitan Middle Class
59%
College Grad Families
57%
Invested Professionals
55%
Suburban Blue Collar
54%
NIL Fan Sentiment by Household Income
Under $50k
$50k-$100k
$100k-$150k
$150k-$200k
$200k-$250k
$250k-$300k
$300k+
43%
61%
60%
49%
46%
59%
58%
45%
45%
60%
59%
44%
50%
Support NIL
Likely To Buy
65%
Fan sentiment by household income and likelihood to buy NIL products are evenly distributed, offering a wide range of consumers who are interested in purchasing products and services endorsed by NIL.
Fan Likely to Buy NIL Endorsed Products Compared to Ticket Spending Habits
< $1,000
41%
$1,000 - $10,000
44%
>$10,000
46%
NIL Fan Sentiment by Age
65+
55-64
45-54
35-44
25-34
18-24
76%
50%
87%
79%
53%
85%
67%
45%
85%
59%
42%
83%
49%
39%
78%
42%
37%
75%
Support NIL
Likely To Buy
Recognize Athletes
Many NIL campaigns have a social media component, and younger audiences consume social media at higher levels, creating a correlation between age, support, and likelihood to buy.
NIL Support by Top Fan Profiles*
68%
Trendy
Urbanites
Younger, non-college graduates living in cities.
64%
Big City
Affluent
Highest earning segment who received advanced education and live in big cities.
60%
Cost-Conscious Young Families
Young families living in the suburbs. Parents do not have an advanced college education.
59%
Metropolitan Middle Class
College graduates living in big cities have household incomes well above-average household incomes.
57%
College Grad Families
Families living in the suburbs. Parents have college degrees.
55%
Invested Professionals
Graduate school educated with above-average household incomes.
Fanbase™ utilizes first-party fan data enriched with appended third-party data to create fan profiles or personas showcasing similar characteristics. These personas can be leveraged for marketing campaigns and targeting to amplify the impact of NIL.
*Source: Learfield 2024 Sponsorship Survey, Fanbase
NIL Fan Sentiment by Age
Support NIL
Likely To Buy
Recognize Athletes
76%
50%
87%
79%
53%
85%
67%
45%
85%
59%
42%
83%
49%
39%
78%
42%
37%
75%
18-24
25-34
35-44
45-54
55-64
65+
NIL Fan Sentiment by Household Income
Support NIL
Likely To Buy
Under $50k
$50k-$100k
$100k-$150k
$150k-$200k
$200k-$250k
$250k-$300k
$300k+
65%
50%
59%
44%
60%
45%
58%
45%
59%
46%
60%
49%
61%
43%
NIL Fan Sentiment by Families vs. Single Households
Support NIL
Likely To Buy
YES
65%
YES
45%
NO
41%
NO
54%
41%
< $1K
44%
$1K - $10K
46%
>$10K
Fan Likely to Buy Student-Athlete-Endorsed Products Compared to Ticket Spending Habits*
Fans likely to purchase student-athlete-endorsed products are also more likely to spend money on college athletics tickets. This enriched segment data provides valuable insights for targeting effective campaigns.
*Source: Learfield 2024 Sponsorship Survey, Fanbase
“As NIL continues to evolve, Learfield is poised to help brand partners by providing unique NIL opportunities that deepen engagement with the country's most passionate sports fans.”
Solly Fulp
Learfield, EVP - NIL Growth & Development
Learfield expanded its established Compass NIL platform to become a comprehensive exchange exclusive to its brand properties' teams to source and activate NIL opportunities on behalf of its brand and school partners with 30K+ student-athletes through a single, integrated platform.
Compass NIL
A Comprehensive NIL Dealmaking Exchange
You Want Original Content? We Got it!
Learfield Studios offers best-in-class content and brand storytelling that looks inside athletic programs, their people, and the traditions that bring college sports to life. High-end content production is distributed in short-form or docuseries formats through various school and student-athlete digital and social channels.
Compass NIL is a proven participation management platform that connects student-athletes with large-scale licensing programs, such as the Fanatics jersey program and the EA Sports College Football video game, by aggregating athlete opt-ins and communication.
Our NIL Portfolio
TOP 5 STUDENT-ATHLETE NIL ACTIVITIES
1
Social Media
2
Meet-and-Greets & Appearances
3
Commercial & Video Content
4
Radio
5
Clinics & Camps
Student - Athlete Impact
Learfield facilitates opportunities for student-athletes to collaborate with brand partners in ambassador roles. Engaging in influencer marketing also offers practical experience and connections with brands, offering micro-internship opportunities for real-world exposure to career opportunities.
TOP 5 PARTICIPATING SPORTS
1
Football
2
Men's Basketball
3
Women's Basketball
4
Softball
5
Baseball
“This past year, I was lucky enough to partner with Exact Sciences to help out in the community, talk about careers, and receive valuable advice about life after college. Exact Sciences has helped to navigate the scary but exciting time of graduating and reaching the next phase in life. I am so grateful to have been an Exact Sciences athlete and even more excited to begin working full-time with them in June!”
MJ Hammill
Volleyball Player, University of Wisconsin
On-Campus Resource Centers
Learfield collaborates with athletic departments to create dedicated centers of excellence. The Alabama Advantage Center stands out among these. This pioneering facility, which opened its doors in the fall of 2023, acts as the primary support hub for NIL activities for all Alabama students.
Brand Impact
By collaborating closely with brands, Learfield enables companies to leverage student-athlete influencers in their sponsorship initiatives. These influencers play key roles in digital and social campaigns, original content produced by Learfield Studios, and various marketing channels. This approach fosters a stronger, more authentic bond with fans, leading to increased engagement.
1
Restaurants & Quick Serve Restaurants
2
Healthcare
3
Auto
4
Financial & Credit Union
5
Retail
TOP 5 SPONSOR CATEGORIES
"Partnering with Learfield allowed JBL to enter the college sports space at scale. We built a nationwide footprint of schools and created engaging athlete content that drove awareness for the JBL brand and its product launches. Using school intellectual property provided heightened credibility for consumers and customers alike."
Chris Epple
Americas HARMAN International, VP, Marketing
We've incorporated groundbreaking NIL-focused custom content into an original program, Car Wash Convos™. In Car Wash Convos™, we’re featuring student-athletes proudly wearing their school colors and marks in our car wash tunnels. From a brand and performance standpoint, we're seeing stronger traffic and engagement in our sports markets, which proves our approach has driven increased retail traffic. Ultimately, our school sponsorships give us an ultra-local feel with our team members, customers, and fans and that’s exactly what we feel helps move the needle for brand awareness and affinity.
Rebecca Latacz
Chief Marketing Officer
Licensed Merchandise
Learfield's licensing arm, CLC, has collaborated with numerous collegiate institutions to streamline the development of NIL merchandise, thereby enhancing opportunities for student-athletes and accelerating product availability for fans.
217
Manufacturers Licensed to Produce NIL Products
(2023 - 2024)
$19.4M
Sales of College-Branded NIL Merchandise
Year-Over-Year
(2023 - 2024)
+111%
University Impact
For universities seeking additional resources, Learfield offers a dedicated, on-campus NIL business manager to help sponsors activate marketing campaigns featuring student-athletes. These dedicated resources help to maximize student athletes' connections with companies and develop athletes’ personal branding and business skills.
Works with sponsors to maximize NIL opportunities for student-athletes.
Provides turnkey solution for sponsors to activate campaigns featuring student-athletes.
Enhances alignment with athletics and collectives on NIL KPI's and priority initiatives.
Develops and implements NIL education for student-athletes as needed.
Boots on the Ground
Maximizing Opportunities with a Learfield Business Manager
School Roster
Dedicated Business Managers Make an Impact
95
Participating Student-Athletes per School with a Dedicated NIL Business Manager
+500%
vs. Schools without Dedicated Business Manager
(2023 - 2024)
$625K
Cash and Trade Value Earned by Each School’s Student-Athletes from Learfield MMR NIL Sponsorships.
+480%
vs. Schools without Dedicated Business Manager
(2023 - 2024)
Collectives
While the role of collectives differs at each university, many have elected to invest in official sponsorships to elevate their missions through approved athletic marketing channels.
90+
Collectives Sponsorships
Year-Over-Year
(2023 - 2024)
+76%
77+
Collectives at Learfield Properties
Year over Year
(2023 - 2024)
+69%
“Compass NIL has quickly become the hub for NIL licensing within college athletics, and with this game-changing integration with our multimedia rights database of brand clients, the same will soon be true for NIL endorsements and deal-making.”
Cole Gahagan
Learfield President & CEO
“At Wyoming, we recognized the need to provide our student-athletes with a full-time resource to maximize NIL opportunities. With the addition of our dedicated NIL business manager through Learfield, we are looking at ways to educate our donors, fan base, and partners to showcase the importance of NIL and give them examples of how they can get involved. This strategic move positions us to stay competitive and ensures the effective management of NIL opportunities.”
Tom Burman
Director of Athletics, University of Wyoming
"As collegiate athletics continues to evolve rapidly, we view student-athletes' access to meaningful NIL opportunities as a critical component of the student-athlete experience. It impacts our ability to recruit and retain and increases the University of Minnesota's brand visibility in our community and nationwide. Having a position in Learfield's Gophers Sports Properties team dedicated to finding, managing, and executing NIL deals benefits our student-athletes, coaches, and department."
Mark Coyle
Director of Athletics, University of Minnesota