NIL: We are the champions
March 18, 2022
GINA FERAZZI/LOS ANGELES TIMES VIA GETTY IMAGES
The GIST: Sportswear company Champion is getting in the name, image and likeness (NIL) game with a special guest — rapper Saweetie, the company’s first-ever “Global Culture Consultant.”
- The two are collaborating on “Get It Girl,” a campaign that partners Champion with 12 female collegiate athletes and uses Saweetie’s marketing power to boost their profiles. She’s their best friend.
The details: The 12 athletes of the inaugural “Champion Circle” — including UCLA softball star Maya Brady and Ohio State hurdler Morgan Lewis — signed a two-year NIL deal with Champion. Each brand ambassador will also be mentored by sports, entertainment, media and marketing executives.
- The group joined Saweetie in a photoshoot and the rapper dropped news of the sponsorship on her 13.1 million Instagram followers. Casual.
Zooming out: Female athletes continue to cash in on NIL, which is arguably providing a more balanced marketplace for athletes to turn earned promotion into profits. Champion’s campaign goes one step further — working with Saweetie maximizes these athletes’ exposure.
- The campaign is a multi-layered example of values-based marketing. Champion is not just investing in female athletes, but also endorsing a high-profile BIPOC female rapper.