U.S. Tourism Brands Take Quick Advantage of New Rules to Sign Elite College Athletes to Endorsement Deals
Photo Credit: College football stars at institutions like Boston College (left) and Clemson (right) will surely look to take advantage of any NIL opportunities. Flickr / TigerNet.com
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Travel companies and destinations need to do extensive research and pay attention to more than the biggest sports — football and men's basketball — to find the right athletes who will be worthy returns on the promotional investments.
When the National Collegiate Athletic Association announced on June 30 that all athletes under its umbrella would be permitted on the very next day to receive benefits based off of their "name, image and likeness," the floodgates opened for collegiate athletes in the United States to finally earn money based on their status as student-athletes.
Not surprisingly, several companies wasted little time in inking so-called NIL deals with elite NCAA athletes — including a growing number in the travel industry. University of Oregon defensive end Kayvon Thibodeaux and University of Pittsburgh quarterback Kenny Pickett have already reached deals with United Airlines and the Oaklander Hotel, respectively.
And it’s likely those deals represent the tip of the iceberg as several experts feel travel and tourism companies will increasingly look to partner with NCAA stars to help them reach targeted markets, including alumni and younger athletes.
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