Ever wondered how athletes receive brand deals? At Digital Sports Partners, we work closely with brands, athletes, and organizations across the evolving world of Name, Image, and Likeness (NIL). As NIL opportunities continue to grow, student-athletes are finding new ways to partner with brands and build their personal platforms.
Recently, Lauren Brendlinger, a junior on the University of Maryland Gymnastics team, secured an NIL deal with Under Armour (UA). Below, Lauren shares how the opportunity came about, what the social media requirements are, how Under Armour supports their team, and how NIL partnerships are helping expand the reach of women’s gymnastics.
The University of Maryland is currently ranked #27 in the country in All Around, with rankings of #19 on Vault and #24 on Floor. Women’s gymnastics continue to gain popularity week after week with the amazing talent of student-athletes and the growing sponsorship opportunities that are emerging through NIL.
Q: How did you get the NIL deal with Under Armour?
A: Under Armour, being the official licensed gear of UMD, reached out with the news of a creator program to the university NIL liaisons. This opportunity was sent out to all student-athletes, and it resonated with me so I decided to get involved.
Q: What is Under Armour asking from you?
A: In order to be compensated, I have to post on social media 3x per month with custom affiliate links. My posts can include things like my favorite clothing/gear items, pictures or videos from team workouts linking outfit items, and screenshots of UMD fan apparel from the website with our link.
Q: How have Under Armor products impacted your day-to-day gymnastics?
A: I wear UA, and only UA, for every single practice, lift, extra workout, travel day, or team activity we do. I also use UA backpacks and other equipment bags for all my gymnastics essentials to transport to and from practices, home meets, and away meets.
Q: How has your team been impacted by the increasing support and popularity of women in sports?
A: Because of the increasing popularity of women’s sports, our team has been able to grow financially, like offering more scholarships, recruiting more athletes, providing us with more gear, equipment, and facility access. We have also been given tons of new NIL opportunities, like this one, that are made more available to us the more our popularity grows.
Q: How has Under Armor supported UMD gymnastics?
A: Under Armour has provided us with everything we need for this sport, including practice and lift gear, day to day clothes, travel/lift/running/everyday shoes, backpacks, suitcases, winter apparel (parkas, winter coats, hats), grip bags, meet warmups, the list goes on.
Because the founder and CEO of UA went to UMD and founded the company during his time here, we have one of the largest deals with them of any college in the country. We get many tangible things from them, but their sponsorships also provide us with countless opportunities.
Q: Advice for athletes trying to get NIL deals?
A: Advice I would give to a student-athlete looking for NIL deals is to be consistent with your social media presence, especially in terms of building an image that shows you in your sport. Reach out to brands via Instagram DM, sign up on NIL apps like Opendorse and Postgame, and apply for ambassador programs online.