Athlete Marketing Emerging Trends Report — August 2020

An Analysis of Market Opportunities and Insights Within The NCAA’s Name, Image, and Likeness Movement

(Keith Srakocic / Associated Press)

The definition of amateurism — “the practicing of an activity, especially a sport, on an unpaid rather than a professional basis — is being challenged by today’s student-athletes. Through social media influence, student-athletes have now been given a “seat at the table” by activating their voices in a unified manner.

If student-athletes can leverage social media to shift the strategies and procedures of collegiate athletic departments, with top programs valued at over $1 Billion, what will the 2nd and 3rd tier ripple effects be as it relates to athlete marketing trends?

Table of Contents:

• Defining Athlete Marketing and Branding
• What is “Name, Image, and Likeness” (NIL) and Why Does it Matter?
• Overview of the #WeWantToPlay Movement
• Current Status of NIL Legislation
• Key Legal Restrictions and Guardrails
• Emerging Marketing Trends Among Professional and Collegiate Athletes
• Key Industry Platforms and Startups Within Athlete Marketing
• Potential New Markets and Opportunities