The era of NIL has opened many doors and opportunities for athletes across the country. However, what some people don't realize is how NIL helps the businesses that sponsor these athletes as well. College athletes who have such a large following that they can bring in a whole new wave of customers to the restaurants that follow them bring many business benefits to the organizations they align with as many of these athletes are like celebrities in their college towns. 

Related: Looking for Cash? 7 Myths and Facts About NIL

Go Small Or Go Home?

Case in point: in Fayetteville, Arkansas, Sassy's Red House restaurant owner, Allen Brumett scooped up Arkansas football players Treylon Burks and Myron Cunningham as soon as he could. His goal was to have the athletes do an “overall promotion” of the restaurant to get their name out there to attract new customers who either haven't tried (or even heard of) Sassy's. 

Another Fayetteville small business took a slightly different approach with its marketing. MopedU, a scooter dealership, had sponsored Razorbacks soccer player Brooke Roberts. Instead of social media posts and advertising, they told her to just incorporate the scooter into her lifestyle. By using the product and telling people how much she enjoys using it others with the same needs might be interested in purchasing one as well. 

Related: NIL Opportunities for Athletes with Smaller Platforms

Out in Arizona, J.D. Ybanez, owner of the Varsity Tavern, sponsored Arizona State quarterback Jayden Daniels. Ybanez states that his reach during football season is so large because many people always want to see what he is doing. Daniels frequently posts about the Tavern and when he is there. These posts are what attract other students to the restaurant because they want to do the same things these popular athletes are doing. 

Mutual Benefits

In conclusion, NIL has opened many doors for both athletes and business owners. It is a type of symbiotic relationship that benefits both sides. With the NIL era here to stay there will continue to be stories of athletes working with businesses and using creative ways to market their business. The opportunities are endless and we have only scratched the surface. 

Have an idea for a story or a question you need answered? Want to set up an interview with us? Email us at [email protected].

Image Credit: Fayetteville Flyer

* Originally published on May 25, 2023, by Jason Zielinski