Student athletes are cashing in on social media, even without millions of followers. Led by UNC Chapel Hill alum Vickie Segar, talent management and social training firm Article 41 teaches athletes how to build their personal brands and lock down sponsorship deals, giving athletes in smaller sports like gymnastics and swimming a real shot at making money. Athletes like gymnast Olivia Dunne and basketball twins Hayley and Hanna Cavinder have made millions through N.I.L deals, but Segar’s firm specifically focuses on every athlete, no matter their current follower count. This influencer route also taps into how younger audiences are connecting with sports right now— YPulse data shows 60% of young people say they’re more likely to buy products from their favorite athletes if the products are tied to the sport, and 62% if it feels true to the athlete’s personality. Some worry this turns students into walking ads, but others say it’s giving athletes the power to cash in on their talents and creativity even at smaller schools. (NYT)
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