How to turn an NIL partnership into something bigger than a campaign
If you had told me during my college days at the University of Connecticut that one day the company I founded would have its name on the university’s basketball court, I never would have believed you. The story of how we got there started with our decision to enter the NIL space. When NIL (the commercialization of name, image, and likeness for the benefit of athletes) transformed college…
When you founded Madison Reed, you never imagined that the company you built would have its name on a university’s basketball court. The key to this partnership began with your decision to venture into the NIL space. As a women-focused brand, you were seeking partners who embodied the same qualities as your brand—resilience, confidence, and determination.
This led you to partner with the University of Connecticut Athletics, as well as form NIL deals with its athletes. This collaboration allowed you to create a connected program that supported the university, expanded opportunities for players, and placed your brand authentically within the community.
To turn an NIL partnership into something bigger than a campaign, you learned three essential lessons. First, shared values are crucial. Partnerships that succeed are built on genuine alignment, whether it's about hair care or the broader mission of creating opportunities. You've noticed your athletes' commitment to giving back—through youth training camps, mentorship, and supporting their communities—mirrors your brand's dedication to empowering women.
This shared purpose fosters trust, deepens understanding, and transforms partners into advocates who go beyond social media posts and photo shoots.
Second, treat athletes as partners, not just spokespeople. This means inviting them to discussions about the business, listening to their perspectives, and providing opportunities to contribute beyond campaign commitments. For instance, Paige Bueckers contributed to creating her signature hair color shade, demonstrating how collaboration can extend beyond mere promotion. When athletes feel like partners, they become invaluable contributors, helping build and shape your vision.
Finally, build beyond the campaign. Consider offering equity in your company or becoming one of their first franchisees. For example, Azzi Fudd interned with Madison Reed’s marketing team while pursuing an MBA. By exploring avenues for athletes to grow off the court, you're helping them succeed in all aspects of life. Encouraging leaders to view NIL partnerships as more than just a campaign and to involve athletes in your business, listen to their ideas, and create growth opportunities can lead to mutual success.
This approach not only benefits athletes but also strengthens the future of women’s sports and nurtures the next generation of leaders.
Written by urgent.news from Fast Company's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
