Student-athletes help SeatGeek connect with fans in ways traditional marketing can't. Their authentic relationships with campuses, fan bases, and communities make campaigns more relevant, trusted, and memorable. NIL creates opportunities to engage fans through voices they trust, helping us build meaningful connections and long-term brand affinity."

Real NIL is transformational, not transactional. Aligning student-athletes' passions with brand partnerships creates opportunities that meaningfully enhance the student-athlete experience. We’ve experienced incredible momentum in our sponsorship business with women’s sports, which has fueled more demand for NIL campaigns. Over the past year, female student-athlete NIL participation more than doubled, increasing 123% YOY."

College sports gives JLab a powerful platform to connect with fans, showcase our products, and partner with athletes who authentically represent our brand. From stars like Travis Hunter and Fernando Mendoza to creators like Maddie Scherr, we've seen the value of combining broad reach with genuine fan engagement."

The best NIL campaigns happen when you align a student-athlete's story, interests, and values with the right brand. That's where authenticity and impact show up. "

Partnering with student athletes through their schools' NIL programs was one of the highlights of the year for our team. Getting to build a branded content series that featured the schools' mascots alongside the players made it feel truly connected to each campus community. The campaign drove over 26 million impressions, and more than that, it was fun, genuine, and the kind of brand storytelling we're proud of.