Alright, folks. Here we go. It’s that magical time of year: Bowl Season, baby! The College Football Playoff is expanding, stakes are higher, fans are rowdier, and sponsors? Oh, they’ve got an end zone-sized opportunity staring them right in the face.
But the game has changed. This ain’t your dad’s bowl sponsorship strategy. This is NIL—Name, Image, and Likeness—the bold new frontier where brands and athletes team up, creating buzz, boosting sales, and building loyalty. Done right, it’s a touchdown for both sides. Done wrong? Well… fumble the ball, and it’s game over.
So let’s break it down, play-by-play. How can sponsors crush it during bowl season? What’s working? What’s not? And how do we avoid looking like a mid-major team trying to hang with Alabama? Let’s dig in.
Why Bowl Season Is the Super Bowl for Sponsors
Picture this. The stands are packed. The bands are blasting fight songs. Millions of fans are glued to their TVs, phones, and social feeds. It’s bowl season, the grand finale of college football, where every game feels like a Hollywood blockbuster. And just like any great movie, the sponsors are the supporting cast—sometimes stealing the show.
Bowl sponsorships are big business. From the Cheez-It Bowl to the Capital One Orange Bowl, brands aren’t just buying naming rights—they’re buying a seat at the table. But here’s the kicker: fans don’t just want to see a logo on a banner. They want connection. Authenticity. A reason to care.
That’s where NIL athletes come in. College players aren’t just athletes anymore. They’re influencers. They’ve got the audience, the authenticity, and the engagement brands crave. The question is: how do we use this to dominate?
Play #1: Amplify Bowl Sponsorships with Athlete Influence
Look at Cheez-It. Those geniuses didn’t just slap their name on a bowl game and call it a day. No, they went all in. They partnered with players from both teams, creating wild, attention-grabbing campaigns like the “Feelin’ the Cheeziest” hotel rooms. Think about it—what better way to connect with fans than by turning the game’s stars into your brand’s ambassadors?
And here’s the beauty of it: fans eat this stuff up (pun intended). The athletes promote the campaign to their hyper-loyal followers, and suddenly, Cheez-It isn’t just a snack. It’s part of the experience. It’s genius.
What’s the takeaway? Brands, don’t just write the check. Get creative. Partner with athletes to tell a story that makes your sponsorship unforgettable.
Play #2: Leverage Non-Participating Athletes for Broader Reach
“But Pat,” you say, “What about the NCAA rules? Participating players can’t promote the game itself!” True. But don’t let that rule stop you—it’s just a speed bump.
Enter non-participating athletes and alumni. The Orange Bowl nailed this play, teaming up with Clemson great Travis Etienne Jr. and Tennessee star Cordarrelle Patterson. These guys aren’t just football players—they’re legends to their fanbases. Their endorsement carries weight. And because they’re not playing in the game, there’s no red tape.
Counterpoint: Some argue that focusing on alumni dilutes the excitement of having current players promote the brand. Fans, they say, want the here-and-now stars, not yesterday’s heroes. But here’s the thing—alumni bring credibility, nostalgia, and a broader audience. It’s not an “either/or.” It’s a “yes/and.”
Play #3: Connect with Local Businesses and Attractions
Let’s talk about fans for a second. Bowl games aren’t just games. They’re events. Families travel across the country, filling hotels, restaurants, and local hotspots. It’s like a mini-Olympics for the host city. So why aren’t more local businesses capitalizing?
Duke’s Mayo Bowl has the right idea. They created the first-ever bowl-specific NIL marketplace, connecting Charlotte businesses with participating athletes. Athletes promote the best the city has to offer—restaurants, attractions, you name it—drawing in fans and boosting tourism.
Pathway for action: Sponsors, think beyond the stadium. Partner with athletes to create localized campaigns that make fans feel like VIPs in your city. Highlight the food, the nightlife, the experiences. Make it a bowl trip they’ll never forget—and make sure your brand is part of the story.
Play #4: Cause-Based Marketing That Scores on Every Level
Let’s not forget the power of purpose. Fans don’t just care about brands—they care about values. And athletes? They’re some of the most inspiring voices out there.
Take the Liberty Bowl. Their sponsor, Landers Ford, offered NIL deals to every player, encouraging them to raise money for St. Jude Children’s Research Hospital. The result? A campaign that not only boosted the hospital’s profile but also supported the athletes themselves.
Here’s the framework:
1. Pick a cause that aligns with your brand.
2. Partner with athletes to tell authentic, emotional stories.
3. Create campaigns that benefit everyone—fans, charities, athletes, and your brand.
The Plays Nobody’s Talking About (But Should Be)
Let’s get innovative, people. The NIL game is still young, which means there’s room to experiment. Here are a few strategies to push the envelope:
• Day-in-the-Life Content: Want fans to fall in love with your brand? Give them a peek behind the curtain. Team up with players to share their bowl prep, training routines, or even their game-day meals. It’s intimate, it’s engaging, and it’s shareable.
• Fan Engagement Challenges: Ever tried a trick-shot contest? Fans eat this stuff up. Get your athletes involved. Make it a competition. Offer prizes. The more interactive, the better.
• Virtual Meet & Greets: Imagine this: you’re a fan, and your favorite player is live-streaming from the locker room, answering your questions. That’s the kind of connection brands can facilitate. It’s personal. It’s powerful. And it’s unforgettable.
The Critics’ Take: Does NIL Really Deliver ROI?
Let’s address the elephant in the room. Some skeptics argue that NIL partnerships are overrated. They point to the risks—players transferring, campaigns falling flat, or audiences tuning out.
Fair points. But here’s the counter: the numbers don’t lie. NIL campaigns consistently deliver higher engagement rates than traditional ads. Why? Because athletes are authentic. Their followers trust them. And in today’s world, trust is the ultimate currency.
Game Plan: How Sponsors Can Execute a Winning NIL Strategy
Ready to get off the bench and into the game? Here’s your game plan:
1. Start with Storytelling: Don’t just sponsor. Tell a story. Why does your brand care about this game? This team? These athletes?
2. Partner Smart: Look for athletes who align with your brand values. It’s not about the biggest name—it’s about the right fit.
3. Be Creative: Think beyond the logo. Create experiences. Activate on social. Go where the fans are.
4. Measure Everything: Engagement. Sales. Brand sentiment. Track it all. And adjust your strategy as you go.
Final Thoughts: The Future of Bowl Season Marketing
Bowl season is more than a sports tradition—it’s a cultural moment. And with NIL, the opportunities are endless. The question isn’t whether sponsors should get involved. The question is how far they’re willing to go to own the moment.
So, brands, athletes, marketers—what’s the play? Are you going to sit back and watch? Or are you going to step up, seize the opportunity, and make this bowl season unforgettable? The ball’s in your court. Don’t drop it.
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