While NIL is by no means a perfect system, the overall impact on athletes and the brands who partner with them can’t be disputed. Since officially coming into effect on July 1st, 2021, local businesses, national brands, and student athletes have been winning every which way.
But it’s a big world out there. If we really want to grow the athlete economy, it’s time to take this model to the rest of the world.
There are a lot of similarities between college athletes and professional athletes in leagues across Europe, Asia and Africa. But two similarities (and really, unfair advantages) that give brands and athletes outside of the US the most to be excited about are community and proximity.
Advantage #1: The community’s love for hometown heroes
Universities are more than just institutions, they’re community hubs. They represent the people, the heart and the attitude of the city. University athletes are an extension of these qualities. In college towns like South Bend or Gainesville become the adopted sons and daughters of the city—which is why their NIL value has such pull with both local and national sponsors.
Pro basketball players and footballers in Europe playing in towns like Munich and Genova have a similar relationship with their fans. And for brands, there’s a similar opportunity.
Corban Collins, a professional basketball player who played for 5 years in teams across Germany, Italy, and Sweden paints it clearly:
“People don't understand: you're playing on the team in their city? You're their brother. They're die-hards. They really ride for their team in their city and it's like ‘yeah - we locked in with you.’ Before you even step foot there, your DMs are gonna be flooded by everybody that supports that team.”
Just like college athletes, these pros come from all different areas in the world, but instantly become adopted members of the community.
For a local business who wants to create some buzz, aligning with these players is an easy way to get on your residents’ good side—especially at a relatively low cost and commitment. NIL continues to prove this.
Advantage #2: The power of proximity
Proximity is a huge asset for micro-influencers and local businesses as it fosters authenticity, trust, and relatability. There’s something powerful about seeing your local team at that restaurant you’ve always thought about trying.
Lincoln-based restaurant Muchachos partnership with athletes from the nearby University of Nebraska is a perfect example.
The results speak for themselves.
- 600k combined Twitter impressions
- 104% increase of sales week-over-week
- 169,000 views on Google in less than a month
- National press in Business Insider and The Athletic
- Potential investment opportunities
All for a bit of cash, t-shirts and some free meals. Micro-influencers (which is what 90+% of NCAA athletes and overseas professional athletes are) often have small, engaged followings within the same community, making their endorsements feel genuine and relevant to their local audience.
We love DeColdest Air Conditioning, and of course Gradey Dick’s partnership with Tommy’s Car wash.
The same opportunities exist for local businesses outside of the US with professional athletes from their communities.
If you're a local business in Berlin, why not work with players from Alba Berlin or Hertha BSC to get closer to the community?
If you're a restaurant based in Barcelona, why not work with players from FC Barcelona to drive traffic to your restaurant?
The model is there. It just needs to be translated from the US to other countries. that’s where ProStories comes in.
Local businesses everywhere should explore athlete partnerships
At ProStories, we help brands maximize their impact in cities around the world by aligning with local professional athletes. With our platform, we don’t just connect the brands with the athlete, we open up new ways to collaborate, including our ProPage social sponsorships that lets brands go deeper, while aligning with athletes in a more natural way.
There is something extremely powerful about associating your business with the talent, success and style of a player. Especially those that are known, seen and trusted by the community.
We’re excited to help brands who are willing to experiment find the athletes who can help tell their stories.