As we approach its fourth anniversary, Name, Image, and Likeness (NIL) in college athletics has turbocharged a $1B+ athlete economy. The NIL landscape has experienced significant change with deals extending to personalities operating both on and off the field over the past 12 months—but revenue-sharing lawsuits could dismantle the foundation of how it works.
Methodology:
This report provides an in-depth analysis of brand endorsements and social engagement across NIL athletes for the 2024-25 season. The data ranges from March 2024 to March 2025 and covers more than 1,700 brands, 3,000 deals, and 4,000 social posts.
Social data was collected using SponsorUnited’s proprietary social media tracking metrics—specifically Total Engagement—and compiled from athlete-controlled accounts on Instagram, Facebook, X (Twitter), and TikTok. Only athletes with a combined following of 10,000 or more across these platforms were included in the social tracking portion of this report.
Only branded content—defined as posts that include a brand mention, tag, logo, or clear promotional tie—is captured in this analysis. As a result, the number of brand deals reflected in this report is limited to what can be verified through publicly visible content, and may not reflect the athlete’s full portfolio of endorsement activity.
The NIL Endorsements Report was jointly authored by SponsorUnited’s Marketing, Business Intelligence, and Analytics teams, using data from March 5th, 2024, to March 5th, 2025. All data was sourced from the SponsorUnited SaaS platform, which tracks and analyzes sponsorship activity across the NIL landscape.
About SponsorUnited:
Launched in 2018, SponsorUnited is the leading global sports and entertainment intelligence platform, delivering actionable data and insights to build stronger marketing partnerships. We provide unrivaled knowledge across the sponsorship and media landscape so our clients can make impactful decisions that drive business.
With over 403,000 brands, 2.2 million deals, and 21.1 million data points across sports, entertainment, media, and talent, our SaaS platform enables brands, rights holders, and agencies to partner more effectively. By delivering real-time trends, on-demand research, and the most comprehensive data available, we connect the entire sponsorship ecosystem and are rewriting the partnership playbook.
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As the Name, Image, and Likeness (NIL) era approaches its fourth anniversary, the marketplace has evolved from a novelty into a $1B+ economy powering athlete-brand partnerships on an unprecedented scale. With the looming House v. NCAA settlement potentially turning athletic departments into hybrid talent agencies, the entire foundation of college sports could soon be reimagined. Amid legal uncertainty, brands are getting smarter—shifting focus from volume to value, with standout growth in the technology and beverage sectors leading the charge.
Tech brands saw a 29% year-over-year increase in NIL deal volume, reflecting their growing appetite for athlete-first marketing and scalable, digital-first campaigns. EA Sports led the way with its groundbreaking College Football 2026 initiative, offering $1,500 to over 14,000 FBS athletes—a significant jump from last year's $600. Newcomer Epsilon made a splash with a democratized approach: a $500 Instagram campaign inviting athletes of all levels to share messages around teamwork. These efforts not only provide financial opportunity but also set a precedent for how tech platforms can engage athletes at scale, with creative control still in their hands.
Beverage brands—particularly in the non-alcoholic space—posted a 19% increase in NIL deals, riding a wave of health-conscious, lifestyle-forward marketing. Powerade continued its strong push in college sports, while Raising Cane's captured cultural relevance through high-visibility moments like Times Square takeovers with championship athletes during New York Fashion Week. These activations highlight a trend toward long-term, storytelling-rich partnerships that go beyond simple logo placements. With athletes becoming influential lifestyle figures both on and off the field, beverage brands are recognizing the power of tapping into authenticity and audience engagement in a more strategic, sustained way.
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