NIL: In stock at Amazon
The GIST: Another day, another brand eyes the name, image and likeness (NIL) marketplace. As reported on Friday, Amazon plans to expand its NIL reach, striking deals with schools and athletes to drive traffic back to its site. More packages incoming.
The details: The world’s largest e-commerce site has allegedly inked licensing agreements with some schools in order to use their logos and trademarks. The company is also fleshing out an affiliate model for athletes.
The context: The tech giant is a relative newcomer to the college sports space, signing its first NIL deals with Auburn football player T.J. Finley and Clemson men’s hooper Brevin Galloway earlier this month.
- Meanwhile, streaming service Amazon Prime entered the women’s sports market after landing contracts with the WNBA last year and the Seattle Storm this year, and Amazon subsidiary Twitch also began broadcasting NWSL matches in 2020.
Zooming out: In 2017, Amazon launched an influencer program, leveraging a marketing tactic that’s expected to grow to $16.4 billion this year. College athletes’ sizable social media appeal lends to Amazon’s macro influencer marketing strategy and should make NIL expansion an easy win for the e-commerce site. Don’t forget to subscribe.
