Partnering with college athletes is about to be a huge boon for brands.

Partnering with college athletes is about to be a huge boon for brands. Last week, the NCAA voted in favor of college athletes being compensated for their names, images, and likeness (NIL), meaning young players can now profit from autographs, social media posts and commercials. Brands like Six Pro Nutrition, Fanatics Inc., and Degree are already showing their support and see the move as an opportunity to appeal to younger sports audiences through collaborations with college athletes. Degree is launching a $5 million, five-year commitment to college sports with a focus on diversity to amplify the voices of “not just the star players or draft picks” but those “who have dedicated their lives to their sport and inspired others through their stories,” as the VP of media and digital entertainment at Unilever North America says. Degree’s “Breaking Limits” campaign will represent a diverse group of college athletes from a variety of sports on the brand’s Instagram page, and fans will be able to nominate the next group of college athletes featured on the brand’s page by using #BreakingLimits on social media. YPulse’s Scouting Next Gen Sports Fans trend data shows 63% of 13-39-year-olds consider themselves sports fans, and partnering with young athletes is a huge opportunity for brands to authentically engage with them. (Bloomberg, AdAge)