2024 was a busy year for us. We facilitated over 3,000 deals, connecting more than 1,000 student-athletes with brands nationwide.

From global names like Nike, Turtle Beach, Revlon, and Proactiv to one-person startups looking to break through, businesses of all sizes tapped into the power of student-athletes to reach Gen Z audiences and drive real results on MP this year.

As we look back, we’re highlighting our 10 favorite NIL deals of 2024.

These campaigns stood out for their creativity, impact, and ability to build awareness on college campuses—on social media and IRL.

Let’s count them down, starting with number 10: 

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#10: Briana Brown (UT Arlington Volleyball) and JUARA Skincare

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Why it made the list: Briana Brown’s partnership with Juara Skincare is UGC at its best—authentic, fast-paced, and perfect for Gen Z’s love of self-care. As a college athlete, Briana embodied Juara’s holistic beauty mission, showcasing their top products in an engaging, relatable way.

What worked: Briana shared genuine insights into her skincare routine and her approachable style made Juara feel like a must-have for student-athletes balancing busy lives.

The impact: Briana’s content stood out as a top content asset to potentially use in paid media, helping JUARA Skincare connect with Gen Z audiences and build brand awareness.

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#9: Marisa Snee (Richmond Soccer) and For Wellness

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Why it made the list: Marisa Snee executed one of our favorite teammate gifting campaigns of the year, a strategy we love for brands looking to create engaging UGC, build their brand ambassador program, and grow their brand affinity on college campuses. Every brand wants to crack the code on marketing to Gen Z, and teammate gifting is one of the best ways to do it.

What worked: Marisa’s “day in the life” video turned what could have been a boring ad into a genuine, behind-the-scenes piece of content that doesn't feel like an ad at all. Her teammates’ excitement and love for the gummies came through naturally, making For Wellness feel like a must-have for athletes looking to stay energized and healthy.

The impact: For Wellness positioned Marisa as a true brand champion, recruiting 20+ new potential  ambassadors for the brand (her teammates). An underrated impact? Getting For Wellness on the team trainer’s radar, opening the door to potentially sell to the full team  👀

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#8: Louise Stonham (Long Beach State Cross Country) and VKTRY Insoles

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Why it made the list: Louise Stonham’s partnership with VKTRY is a perfect example of a value-aligned collaboration. VKTRY aims to prove they make the best insoles for the best athletes, and Louise—a D1 cross-country runner—embodies that. At the same time, VKTRY wants to show that, like Nike, their product isn’t just for elite athletes; it’s for anyone who wants to run or perform explosively. Louise is the ideal ambassador to bridge that gap, making VKTRY insoles aspirational yet accessible.

What worked: Louise’s genuine love for running and working out comes through in every post, making her excitement about lacing up for a run contagious. Her aspirational content highlights how VKTRY insoles help her feel motivated and ready to tackle any workout, creating the message that her followers can share that same energy by using VKTRY too.

The impact: By working with Louise across multiple campaigns throughout the year, VKTRY has tapped into her role as a community builder in the running world. Beyond social media, Louise spreads the word about VKTRY in locker rooms and within her social circles, leveraging the unique influence student-athletes hold both online and offline. Student-athlete's influence isn't limited to their followings on social. Her partnership helps VKTRY create deeper connections in the running community while growing their brand awareness.

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#7: TD Ayo Durojaiye (Villanova Football) and Fluid Sports Nutrition

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Why it made the list: TD's partnership with Fluid Hydration is a standout because of its multi-faceted approach, helping the brand across the entire marketing funnel rather than being a one-off transactional deal. By combining his influence as a former D1 athlete and his role as a personal trainer, TD brings value at every level—from creating awareness to driving trust and conversions.‍

What worked: TD is the perfect ambassador for Fluid. Not only does he fit their core demographic as a high-performing athlete in great shape, but he also leverages his position as a personal trainer to introduce Fluid to the people he works with daily. His influence goes far beyond social media, blending authentic online content with real-world interactions, proving that student-athlete's influence isn't limited to their following on social media.

The impact: TD’s partnership drives results at every stage of the funnel. At the top, he creates engaging user-generated content that Fluid uses on their own channels to attract new consumers. In the middle, he meets potential customers in person, introducing Fluid to the people he trains. And at the bottom, his blog post prominently featured on Fluid’s website builds trust for visitors, showcasing an authentic athlete endorsement to convert browsers into buyers. This partnership highlights how a well-rounded approach can amplify a brand’s reach and effectiveness.

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#6: FSU Student-Athletes and American Crew

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Why it made the list: American Crew’s partnership with Florida State University (FSU) student-athletes struck gold by embracing Gen Z’s passion for shared experiences. With their focus locked on connecting with the college demo, activating IRL on college campuses proved to be a game-changing move.

What worked: American Crew teamed up with student-athletes across basketball, baseball, swim, and track leveraging their influence to reach a wide range of micro-communities. The mobile barber truck became the centerpiece of the campaign, creating buzz in locker rooms across campus. By not just tapping into the coolest kids on campus (student-athletes) but also tapping into multiple sports, they amplified their reach and became the talk of FSU for the day.

The impact: The mobile barber truck wasn’t just a brand activation—it was an event. It drew crowds, sparked conversations, and left a lasting impression on students. By collaborating with student-athletes to bring their brand directly to Gen Z, American Crew not only boosted their visibility but also showcased the power of experiential marketing done right.

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#5: Geanice Morales (Wagner Softball) and House Pickleball

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Why it made the list: Geanice Morales’ collaboration with House Pickleball is the ultimate example of how a simple product seeding effort can spark genuine connections and grow into a thriving, long-term partnership. What began as a trial of their products turned into Geanice becoming a dedicated monthly ambassador—a perfect case study in how authentic enthusiasm drives lasting success.

What worked: Geanice didn’t just like House Pickleball’s gear; she fell in love with it. Her excitement translated seamlessly into creating content that resonates with her audience, making her a natural choice to represent the brand. Her regular posts keep House Pickleball top of mind for Gen Z, helping them maintain their position as a favorite in the rapidly growing pickleball space.

The impact: With over 60K followers and an expert content creator, Geanice brings House Pickleball consistent exposure and a steady stream of fresh UGC to fuel their social media and paid campaigns. This partnership is more than just a sponsorship—it’s a blueprint for building authentic relationships that foster community and drive growth. By starting with product seeding and nurturing that connection, House Pickleball is staying ahead in a competitive market while staying true to their brand values.

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#4: Ava Axelrood (Michigan Cheerleading) and Nike

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Why it made the list: Ava Axelrood’s partnership with Nike is a masterclass in value-aligned marketing. As a cheerleader and personal trainer who already lives in Nike gear, her endorsements don’t just feel authentic—they are authentic. This seamless fit between athlete and brand has led to hundreds of thousands of views on her social posts and thousands of clicks to her custom affiliate links, proving that when the partnership is real, the results follow.

What worked: Ava’s daily gym workout posts are already a hit with her followers, who tune in for fitness inspiration and tips. Since she’s constantly rocking Nike gear in her videos, her audience naturally associates the brand with getting in shape and achieving their goals. This trust translates directly into action—her followers don’t just watch; they click. Ava’s bio links lead to a personalized Nike store, where every product has a unique affiliate code tied to her, ensuring she gets credit for the traffic and sales she drives.

The impact: The results speak for themselves. Ava’s partnership delivers trackable commissions, affiliate sales, and a seamless full-circle NIL campaign. On top of that, her content is a goldmine for Nike—perfect for repurposing into ads that not only build awareness but drive purchases. This isn’t just a top-of-funnel play; it’s a complete journey from inspiration to conversion, proving that authenticity is the key to building trust and boosting sales.

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#3: MarketPryce’s “Season of Gifting” Campaigns

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Why it made the list: MarketPryce’s “Season of Gifting” campaigns were a standout success in 2024, sparking nearly 1,500 new partnerships between student-athletes and brands. By focusing on major moments like Valentine’s Day, National Student-Athlete Day, Mother’s Day, Back to School, and more, this initiative proved to be a fun, authentic, and highly effective way to connect athletes with brands during prime marketing opportunities.

What worked: The campaigns tapped into the spirit of celebration, aligning student-athletes with brands to create content that felt timely and genuine. By encouraging partnerships tied to meaningful occasions, MarketPryce helped brands leverage the personal connection and influence of student-athletes to drive engagement during high-impact moments. It was a creative way to experiment with campaign timing and athlete collaborations while keeping things fresh and relevant.

The impact: Not only did the “Season of Gifting” generate thousands of new partnerships between student-athletes and brands, but it also validated a scalable strategy for the future. Heading into 2025, this initiative has laid the groundwork for even more exciting, occasion-driven partnerships that amplify brand messages and give student-athletes more opportunities to shine.

#2: Sabrina Oostburg (Belmont Track and Field) and Gametime

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Why it made the list: Sabrina Oostburg’s partnership with Gametime is a perfect example of how thinking outside the box works in marketing. While most of Gametime's influencer deals focus on sports, Gametime tapped into another love of students: concerts. By teaming up with Sabrina and other student-athletes, they created a campaign that promoted Gametime as the go-to platform for concert tickets, blending fun, lifestyle, and sports seamlessly.

What worked: The campaign wasn’t just about Sabrina—it was about the full experience. Gametime sent Sabrina and her best friend to a concert, capturing behind-the-scenes content that felt authentic and exciting. This relatable, shareable content racked up tens of thousands of views and showcased Gametime as a brand that “gets” the college lifestyle. Plus, Sabrina’s affiliate code helped track clicks and sales, proving this campaign wasn’t just about awareness but driving real results.

The impact: By pairing lifestyle content with performance-driven affiliate marketing, Gametime struck the perfect balance between brand and performance. The campaign not only reached new audiences with engaging content but also converted them into customers, demonstrating how NIL partnerships can successfully move consumers through the entire marketing funnel from just one partnership.

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#1: MarketPryce Holiday Box Campaign

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Why it made the list: The MarketPryce Holiday Box campaign was our biggest win of 2024, delivering over 600,000 impressions and generating 120+ pieces of UGC. Featuring 100 top student-athletes on MP, it wasn’t just a campaign—it was a movement. The boxes introduced athletes to 4-5 new brands each, opening doors to long-term partnerships heading into 2025.

What worked: Timing was everything. Unboxing videos see 70% higher engagement during the holiday season, making this campaign a perfectly executed strategy. Instead of competing with inauthentic paid ads, MarketPryce helped brands stand out by creating genuine, buzzworthy content. Athletes shared their excitement with their audiences, showcasing the brands in a way that felt organic and irresistible to holiday shoppers.

The impact: The results speak for themselves: unmatched impressions, a treasure trove of UGC, and countless opportunities for future collaborations. By blending authenticity with strategy, the Holiday Box campaign set a new benchmark for what NIL partnerships can achieve. It wasn’t just our top campaign of the year—it’s the blueprint for building lasting brand-athlete relationships.