Trending...
- Orlando Real Estate Broker Bent Danholm Wins 2026 Goody Business Book Award for The Architecture of Demand - 120
- Massive Acquisition Into Defense With STS for Virtuix Holdings; $40 Million Revenue Business Will Accelerate Growth Transforming Market Position - 120
- Commercial Sales for U.S.-Made, Preservative-Free Ketamine Amid Long-Runnin Shortage Following FDA Approval by NRx Pharmaceuticals, Inc - 114
ATLANTA - Michimich -- NIL Club today highlighted results from recent brand campaigns that show why follower count alone is becoming a less useful measure of a college athlete's marketing value.
That distinction is particularly important in college sports, where most athletes are not national celebrities. A football star with hundreds of thousands of followers can deliver broad awareness, while a swimmer, volleyball player or Division III athlete may offer a smaller but highly relevant audience.
"The athletes driving real results for our partners are not always the ones with the biggest audiences," said Mick Assaf, CEO and co-founder of NIL Club. "College athletes have credibility within their teams, campuses and communities. When the right athlete reaches the right audience, that connection can turn into measurable action."
The clearest evidence comes from conversion. For SoFi, a campaign through NIL Club generated more than 47,000 new accounts, with nearly 60 percent of them funded. That funding rate was close to five times the roughly 12 percent industry benchmark.
More on Michimich.com
A separate campaign for a major cryptocurrency exchange generated roughly 4,800 referred sign-ups and more than 2,600 funded accounts, about a 54 percent sign-up-to-funded rate, compared with roughly 12 percent from cold paid social. More than 1,600 of those customers went on to place a first trade.
Content campaigns have produced similar results. For a nationwide Subway activation, more than 170 college athletes created nearly 200 pieces of original content over three weeks, generating more than a million views and a combined engagement rate above 8 percent across TikTok, Instagram Reels and Instagram Stories. Rather than building the campaign around one athlete with a massive national following, Subway worked across athletes from different sports, schools and communities.
The approach reflects a broader change in creator marketing. Brands are increasingly looking at engagement, audience fit and measurable performance alongside reach when deciding which creators can deliver value.
"Reach will always matter for the right campaign," Assaf said. "But it should not be the only measure of an athlete's value. If an athlete can create effective content, connect with the right audience and produce a measurable result, brands should be paying attention."
More on Michimich.com
For college athlete marketing, the shift gives brands more ways to define influence and athletes a chance to demonstrate it.
About NIL Club
NIL Club is a college athlete platform built by YOKE, an Atlanta-based technology company. NIL Club connects college athletes with fans and brands through NIL opportunities including fan communities, brand campaigns and merchandise. The platform works with athletes across NCAA, NAIA and NJCAA programs nationwide.
Fans can join their favorite athletes' clubs at https://nilclub.com/colleges
NIL Club App Follow NIL Club
That distinction is particularly important in college sports, where most athletes are not national celebrities. A football star with hundreds of thousands of followers can deliver broad awareness, while a swimmer, volleyball player or Division III athlete may offer a smaller but highly relevant audience.
"The athletes driving real results for our partners are not always the ones with the biggest audiences," said Mick Assaf, CEO and co-founder of NIL Club. "College athletes have credibility within their teams, campuses and communities. When the right athlete reaches the right audience, that connection can turn into measurable action."
The clearest evidence comes from conversion. For SoFi, a campaign through NIL Club generated more than 47,000 new accounts, with nearly 60 percent of them funded. That funding rate was close to five times the roughly 12 percent industry benchmark.
More on Michimich.com
- FAA Ground Stop Shows Michigan Aviation's Hidden Careers Are Its Biggest Opportunity
- Emerald Williams Selected to Super Lawyers Rising Stars 2022-2026
- AAACF Celebrates Community Impact, Statewide Recognition, & Philanthropic Leadership at CMF 54th Annual Conference
- Massive Acquisition Into Defense With STS for Virtuix Holdings; $40 Million Revenue Business Will Accelerate Growth Transforming Market Position
- Orlando Real Estate Broker Bent Danholm Wins 2026 Goody Business Book Award for The Architecture of Demand
A separate campaign for a major cryptocurrency exchange generated roughly 4,800 referred sign-ups and more than 2,600 funded accounts, about a 54 percent sign-up-to-funded rate, compared with roughly 12 percent from cold paid social. More than 1,600 of those customers went on to place a first trade.
Content campaigns have produced similar results. For a nationwide Subway activation, more than 170 college athletes created nearly 200 pieces of original content over three weeks, generating more than a million views and a combined engagement rate above 8 percent across TikTok, Instagram Reels and Instagram Stories. Rather than building the campaign around one athlete with a massive national following, Subway worked across athletes from different sports, schools and communities.
The approach reflects a broader change in creator marketing. Brands are increasingly looking at engagement, audience fit and measurable performance alongside reach when deciding which creators can deliver value.
"Reach will always matter for the right campaign," Assaf said. "But it should not be the only measure of an athlete's value. If an athlete can create effective content, connect with the right audience and produce a measurable result, brands should be paying attention."
More on Michimich.com
- Commercial Sales for U.S.-Made, Preservative-Free Ketamine Amid Long-Runnin Shortage Following FDA Approval by NRx Pharmaceuticals, Inc
- Roofman USA Helps Farmington Hills Homeowners Protect Their Homes With Reliable Roofing Solutions
- Roofman USA Shares Questions Homeowners Should Ask Before Hiring a Roofing Company
- The King Returns: Satirical December 2026 Rematch Sees Challenger Delayed by a Christmas Light Installation
- LCH2 Awarded Additional $1 Million to Advance Lewis County Clean Energy Campus
For college athlete marketing, the shift gives brands more ways to define influence and athletes a chance to demonstrate it.
About NIL Club
NIL Club is a college athlete platform built by YOKE, an Atlanta-based technology company. NIL Club connects college athletes with fans and brands through NIL opportunities including fan communities, brand campaigns and merchandise. The platform works with athletes across NCAA, NAIA and NJCAA programs nationwide.
Fans can join their favorite athletes' clubs at https://nilclub.com/colleges
NIL Club App Follow NIL Club
Source: NIL Club
0 Comments
Latest on Michimich.com
- Integris Composites Joins International Sea Power Conference Aboard HMS Prince of Wales
- Commercial Sales Launch Following FDA Approval; National Sales Force Now in Action as January Shipments and Major Market Opportunity Take Shape
- Michigan Job Fair to connect job seekers with employers in Southfield on Nov. 19
- ViewDNS.info Launches Monitors, Alerting Teams the Moment Something Changes on Their Domains
- Philadelphia-Area Entrepreneur Nouho M Kanneh Builds $37 Million Net Worth Across Real Estate, E-Commerce and Retail
- Contracting Resources Group Named a 2027 Elev8 GovCon Honoree by OrangeSlices
- The World's No.1 Superstar® Brings Christmas Back in Grand Style with Music, Cinematic Glamour, and Luxury Fashion
- New Six-Figure Media Agreement Builds Powerful Momentum, Expanding Government Contracts, FBI Access and Growing AI Recognition: Cyabra (NAS DAQ: CYAB)
- REA Analytics Announces Free Virtual Q&A on SAMHSA SPARS and SUPRT Reporting Requirements
- Collaborative Group of Michigan Highlights Marty Bodnar of Pear Sperling Eggan & Daniels
- SMAA Explores How Martial Arts Traditions Differ from Dojo to Dojo
- Network Services Group Outlines Ways It Can Help Ann Arbor Businesses with Tech Support
- Michigan SEO Group Publishes Guide on How Social Media Management Efforts Support Online Presence
- Christmas Beats Summer in Paris: Travel Photoshoots Peak on Dec. 30
- Qscription Technologies Welcomes Joanna Krause, MD, MRMD to Its Clinical Advisory Board
- Jamie Foxx's SKVLK Fest Sets the Record Straight on Stabbing Reports Following Star-Studded Celebration
- Light Mastery: The Journey from Trauma to Transformation Launches November 11
- Andrew Balzano Releases One of My Life's Passions: Classics and Mysteries, a Fan's Guide to Great Mysteries Worth Rewatching
- The 4th Annual Newark Summit for Economic Development, Placemaking & Innovation Returns on December 8th
- Local Ann Arbor Detailing Experts Urge Drivers to Prepare Vehicles for Harsh Michigan Winters