As we gallop into fall and grind back into gear while the leaves begin to turn, let’s take a look at the most searched brands on the platform in September. 

Hair-dye startup Hally Hair—which has made a splash in the NIL space with nine deals with college athletes—took the top spot on our platform last month. Earlier this year, Hally Hair partnered with Baylor University student athletes Aijha Blackwell, Caitlin Bickle, and Jana Van Gytenbeek to launch two new hues, green and yellow, in homage to the school’s colors. The brand recently released its new collection, “Shop My School Shade Stix”–one-day hair color that lets dye-hard fans showcase their school spirit in style.

In third place on our most searched list, Caktus AI is also capitalizing on the NIL boom with 10+ sponsorship or media deals so far. The company's latest coup: its high-profile collaboration with LSU superstar Angel Reese, whose social media following has tripled since winning the national championship—the first for the women’s team last April. The brand also partners with college athletes Matt Bradley and TikTok superstars the Cavinder Twins.

With over 200 sponsorship or media deals, beverage brand Celsius ranks ninth in last month’s power rankings—a nod to its full-throttle sponsorship strategy. In its most recent move, the company renewed its partnership with Colorado Buffaloes cornerback Travis Hunter last month, following a successful 2022 collaboration. Celsius’ huge sponsorship stable also includes college standouts like Oregon Ducks quarterback Bo Nix, top 2023 NFL draft pick Bryce Young, and USC Trojans QB Caleb Williams.